臺灣博碩士論文加值系統

顧客的服務品質評價，是服務業者在高度商業競爭環境中，企業存續重要的因素。雖然關於服務品質文獻很多，但以越南胡志明市餐飲服務品質與服務滿意度關係研究寥寥可數！因此，本研究目的，以越南消費者觀點，探討餐飲業服務品質構面、服務品質特性與服務滿意度關係。本研究資料共回收145份有效問卷。相關分析顯示，五項服務品質特性—有形性、依賴性、回應性、保證性、同理心與顧客滿意度呈正關係。本研究發現，建議餐飲業者，留意餐飲服務、環境、人員專業一致性與可靠性；顧客也在意服務員工服務過程中，問題解決、服務回應速度與準確性。

In the highly competitive business environment, customers’ evaluation of service quality is critical for service firms’ survival. While there are numerous studies on service quality, very few have investigated the relationship between service quality and consumer service satisfaction at restaurants in Ho Chi Minh city, Vietnam. Therefore, this study aims to provide additional insight into the relationship between service quality and consumer service satisfaction by examining the service quality dimensions in restaurants and to identify the extent of each service quality attributes in relation with consumer service satisfaction as they are perceived by Vietnamese customers. A quantitative study was conducted and a set of questionnaire examining the attributes of service quality and customer satisfaction was developed. The data was collected through the survey completed by 145 respondents. Correlation analysis and hierarchical regressions were employed to analyze the data. The correlation analysis shows that all the five service quality attributes – tangibles, reliability, responsiveness, assurance and empathy have a positive relationship with customer satisfaction. These findings that the restaurant operators need to give more attention on delivering consistent and dependable services, physical facilities, and improve staff's knowledge to the customers. Customers also demand that the employees must be good in problem-solving, providing prompt and quick services, practicing accurate guest check and delivering great service.

ABSTRACT i
摘要 ii
ACKNOWLEDGEMENT iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURES vii
1. INTRODUCTION 1
1.1 Research Background 2
1.1.1 Restaurant Industry 2
1.1.2 An overview of the world of restaurant 3
1.1.3 An overview of restaurant in Ho Chi Minh City, Vietnam 4
1.2 Motivation 5
1.3 Purpose 5
1.4 Research procedure 6
1.5 Research structure 6
2. LITERATURE REVIEW 8
2.1 The Gap Model 8
2.2 Theoretical background 10
2.3 Research Model 12
2.3.1 Service Quality and it’s dimensions 14
2.3.2 Consumer Service Satisfaction 15
2.3.3 Purchasing intention 15
2.4 Hypotheses 16
2.4.1 The positive influence of service quality’s dimensions on consumer service satisfaction 16
2.4.2 The positive influence of consumer service satisfaction on purchasing intention 18
3. METHOFOLOGY 19
3.1 Research design 19
3.1.1 Questionnaire design 19
3.1.2 Pilot study 20
3.1.3 Measures of the constructs 20
3.1.4 Data collection and sampling 21
3.2 The method of statistical analysis 21
3.2.1 Descriptive statistical analysis 21
3.2.2 Reliability and validity 22
3.2.3 Factor analysis 23
3.2.4 Multiple regression analysis 23
4. DISCUSSION AND RESULTS 25
4.1 Data analysis 25
4.1.1 Missing data 25
4.1.2 Demographic analysis 25
4.1.3 Reliability analysis 28
4.1.4 Factor analysis 30
4.1.5 Regression analysis 33
4.2 Discussion 36
5. CONCLUSIONS 40
5.1 Summary of the findings 40
5.2 Contributions 40
5.3 Managerial implications 41
5.4 Limitations and future research 42
REFERENCES 43
APPENDIX 48

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