(3.230.76.48) 您好!臺灣時間:2021/04/11 09:18
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:彭耀平
研究生(外文):Yao-Peng Ping
論文名稱:餐飲服務業影響顧客行為意向之相關因素研究─以關係品質為中介變數
論文名稱(外文):A Srudy of Customer Behavioral Intentions in Food and Beverage Industry─Relationship Quality as Mediator
指導教授:梁世安梁世安引用關係王鴻龍王鴻龍引用關係
指導教授(外文):Shi-An LiangHong-Long Wang
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:107
中文關鍵詞:服務品質互動強度關係品質行為意向
外文關鍵詞:service qualityinteractive intensityrelationship qualitybehavioral intention
相關次數:
  • 被引用被引用:1
  • 點閱點閱:652
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:5
台灣地區產業競爭力的提昇,牽動了各項產業的蓬勃發展,尤以餐飲相關服務業更甚於此。為了永續經營,餐飲業者必須在強調實體商品的品質外,更重視優質的服務品質,傳遞能使顧客滿意與符合顧客需求的高品質服務。本研究企圖探索餐飲服務業者與顧客間的互動情況,在各種相關的影響因素下,如:服務品質(service quality)、互動強度(interactive intensity)、關係品質等因素,對顧客行為意向(behavioral intention)的相關影響,以及各因素間的關係。以下為本研究目的:
1、探討餐飲服務業中,服務品質、互動強度、關係品質以及行為意向的關聯性
2、探討餐飲服務業中,服務品質與互動強度對於關係品質的影響
3、探討餐飲服務業中,關係品質對於顧客行為意向的影響
4、探討顧客人口統計特徵對於服務品質、互動強度、關係品質以及行為意向之差異性
In recent years, competition has led to every industry’s development in Taiwan; this is especially true in the Food and Beverage Industry. To succeed in operation, the managers of restaurants have to emphasize not only the quality of physical goods but also the excellence of service quality, delivering what customers need and want. This study will find the relative factors, for example, service quality, interactive intensity and relationship quality that influences customer behavioral intentions in the Food and Beverage Industry. The following are the purposes of this study:
1. examine the relationship of service quality, interactive intensity, relationship quality and behavioral intention in the Food and Beverage Industry
2. examine the effect of service quality and interactive intensity on relationship quality in the Food and Beverage Industry
3. examine the effect of relationship quality on customer’s behavioral intention in the Food and Beverage Industry
4. examine Geographical characters difference in service quality, interactive intensity, relationship quality and behavioral intention
第一章 緒論………………………………………………………………………1
研究動機與背景……………………………………………………1
研究目的……………………………………………………………4
研究範圍……………………………………………………………5
研究流程……………………………………………………………5
第二章 文獻探討…………………………………………………………………7
服務品質……………………………………………………………7
互動強度……………………………………………………………22
關係品質……………………………………………………………24
行為意向……………………………………………………………36
第三章 研究方法…………………………………………………………………41
觀念性架構…………………………………………………………41
研究假設……………………………………………………………42
研究變數之操作性定義與變數衡量………………………………46
量表…………………………………………………………………50
資料分析方法………………………………………………………58
第四章 實證分析…………………………………………………………………66
樣本結構……………………………………………………………66
信度與效度分析……………………………………………………67
敘述性統計分析……………………………………………………71
因素分析……………………………………………………………76
變異數分析…………………………………………………………78
線性結構方程模式…………………………………………………85
第五章 結論與建議………………………………………………………………95
結論…………………………………………………………………95
研究建議……………………………………………………………98
研究限制與後續研究建議…………………………………………100
參考文獻……………………………………………………………………………102圖目錄
圖1-5-1 研究流程圖………………………………………………………………6
圖2-1-1 顧客認知服務品質關鍵要素……………………………………………12
圖2-1-2 PZB服務品質模式………………………………………………………15
圖2-3-1 顧客滿意度觀念性模型…………………………………………………30
圖2-3-2 顧客滿意度與未來意圖模型……………………………………………30
圖2-3-3 關係承諾─信任模式……………………………………………………32
圖2-3-4 信任、承諾、滿意度與口碑意願關係圖………………………………33
圖2-3-5 關係品質模式─Crosby等人……………………………………………35
圖2-3-6 關係品質模式─Lagace等人……………………………………………36
圖2-4-1 信念、感覺、態度、行為意向與行為之關係圖………………………38
圖2-4-2 服務品質與行為意向模式及財務結果…………………………………39
圖2-4-3 消費者行為意向模式……………………………………………………40
圖3-1-1 觀念性架構………………………………………………………………42
圖3-2-1 研究假設架構圖…………………………………………………………46
圖3-5-1 線性結構模型……………………………………………………………65
圖4-6-1 線性結構模型……………………………………………………………93
圖4-6-2 研究結果…………………………………………………………………94




















表目錄
表2-1-1 各學者或機構對服務的定義……………………………………………7
表2-1-2 服務品質定義彙整表……………………………………………………9
表2-1-3 服務品質構面……………………………………………………………20
表2-1-4 SERVQUAL量表的五個構面與衡量項目………………………………21
表2-2-1 互動強度定義匯整表……………………………………………………23
表2-3-1 關係品質定義匯整表……………………………………………………26
表2-3-2 關係品質構面……………………………………………………………28
表2-4-1 行為意向衡量構面彙整表………………………………………………37
表3-3-1 變數操作性定義及衡量彙整表…………………………………………48
表3-4-1 服務品質之問項…………………………………………………………50
表3-4-2 互動強度之問項…………………………………………………………51
表3-4-3 滿意度之問項……………………………………………………………51
表3-4-4 信任之問項………………………………………………………………52
表3-4-5 承諾之問項………………………………………………………………52
表3-4-6 行為意向之問項…………………………………………………………53
表3-4-7 人口統計特徵問項匯整表………………………………………………53
表3-4-8 問卷信度分析……………………………………………………………55
表3-4-9 問卷項目分析……………………………………………………………56
表3-5-1 結構方程模式配適度指標準則…………………………………………64
表4-1-1 用餐顧客的樣本結構……………………………………………………66
表4-2-1 服務品質信度分析………………………………………………………67
表4-2-2 互動強度信度分析………………………………………………………68
表4-2-3 滿意度信度分析…………………………………………………………69
表4-2-4 信任信度分析……………………………………………………………69
表4-2-5 承諾信度分析……………………………………………………………70
表4-2-6 行為意向信度分析………………………………………………………70
表4-3-1 服務品質描述性統計分析………………………………………………72
表4-3-2 互動強度描述性統計分析………………………………………………73
表4-3-3 滿意度描述性統計分析…………………………………………………73
表4-3-4 信任描述性統計分析……………………………………………………74
表4-3-5 承諾描述性統計分析……………………………………………………75
表4-3-6 行為意向描述性統計分析………………………………………………75
表4-4-1 構面因素分析……………………………………………………………76
表4-5-1 人口統計特徵對於服務品質之變異數分析表…………………………79
表4-5-2 人口統計特徵對於互動強度之變異數分析表…………………………80
表4-5-3 人口統計特徵對於滿意度之變異數分析表……………………………81
表4-5-4 人口統計特徵對於信任之變異數分析表………………………………82
表4-5-5 人口統計特徵對於承諾之變異數分析表………………………………83
表4-5-6 人口統計特徵對於行為意向之變異數分析表…………………………84
表4-6-1 配適度衡量………………………………………………………………86
表4-6-2 個別變項衡量指標及成分信度…………………………………………87
表4-6-3 構念之AVE值……………………………………………………………88
表4-6-4 外生潛伏變數之相關係數………………………………………………90
表4-6-5 內生潛伏變數之相關分析………………………………………………90
表4-6-6 結構分析結果匯整表……………………………………………………91
表4-6-7 最大概似法之估計值……………………………………………………94
中文文獻
1、行政院主計處(2004)
2、經濟部商業司(2006)
3、方世榮、施義輝(1997),旅行業關係品質模式的實證研究,企業管理學報,41,1-32。
4、周文賢(2002),多變量統計分析-SAS/STATISTICS使用方法,臺北:智勝文化。
5、洪嘉蓉(2004),「服務品質、滿意度與忠誠度關係之研究─以中華電信公司ADSL 顧客為例」,大葉大學資訊管理學系碩士論文。
6、邱皓政(2002),SPSS中文視窗版資料分析範例解析,五南圖書。
7、邱皓政(2002),量化研究與統計分析,五南圖書。
8、邱皓政(2003),結構方程模式,雙葉書廊。
9、黃俊英(1996),企業研究方法,臺北:東華書局。
10、陳堯帝 (1997a)。餐飲業提升服務品質之探討。技職雙月刊,39,20-26。
11、張依嫻(2003),服務品質、顧客滿意度、信任、承諾與行為意圖間關係之研究-以銀行業為例,私立大同大學事業經營研究所碩士論文。

英文文獻
Anderson, J. C. and D. W. Gerbing(1988), “Structure equation modeling in practice: A view and recommended two-step approach,”Psychological Bulletin, Vol.103, pp.411-423
Anderson, Erin W(1994).“Cross-Category Variation in Customer Satisfaction and Retention.”Marketing Letters 5, no.1: pp.19-30.
Bagözzi, R. P. and Y. Yi(1988), “On the Evaluation of Structural Equation Models,” Academy of Marketing Science, Vol. 16, pp. 76-94.
Boulding W., Kalra A., Staelin R., & Zeithaml V. A.(1993). “A Dyamic Process Model of Service Quality: From Expectation to Behavioral Intentions.” Journal of Marketing Research, Vol. 30, pp.7-27.
Brady, Michael K. and Cronin, J. Joseph(2001), “Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierrarchical Approach,” Journal of Marketing, 65 (July), pp.34-49.
Buell, V. P.,(1984), “Marketing Management: A strategic Planning Approach .”,Mc Graw-Hill, New York, p62.
Cardozo, R. N(1965). “An Experimental Study of Customer, Effort, Expectation and Satisfaction.” Journal of Marketing Research 11, no. 2: pp.244-9.
Cronin, J.J. and S.A. Taylor(1992). “Measuring Service Quality: A Reexamination and Extension.” Journal of Marketing 56: pp.63-71
Cronin, J. J. Jr, Brady, M. K. and Hult, G. T. M(2000).” Assessing the Effect of Quality、Value、and Customer Satisfaction on Consumer Behavioral Intention in Service Environment,〞Journal of Retailing,Vol 76, pp193-218,
Crosby, L. A., K. R. Evans and D. Cowels(1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective,” Journal of Marketing, Vol.54, pp.68-81.
Czepiel, John A., Larry J. Rosenberg, and Adebayo Akerele(1974). ”Perspectives on Consumer Satisfaction.” quoted in AMA Educators’ Proceedings(Chicago: American Marketing Associztion): pp.119-123.
Donney, P. M. and J. P. Cannon(1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships, ”Journal of Marketing, Vol.61, pp.35-51.
Dorsch, M. J., Swanson, S. R., and Kelley, S. W.(1998). “The role of relationship quality in the stratification of vendors as perceived by customers.” Journal of the Academy of Marketing Science, Vol. 26, No. 2 , pp.128—142.
Dwyer, F. Robert, Paul H. Schurr, and Sejo Oh(1987). “Developing Buyer-Seller Relationships.” Journal of Marketing 51: pp.11-27.
Enderwick, P. (1992). “ The Scale and Scope of Service Sector Multinationals,”Multinational Enterprises in the World Economy, Chapter 8.
Engel J. F., Blackwell R. D., & Miniard P. W.(1995). Consumer Behavior. 8th, Forth Worth, Dryden Press, Texas
Espinoza, M. M.(1999), “Assessing the cross-cultural applicability of a service quality measure a comparative study between quebec and peru,” International Journal of Service Industry Management, Vol. 10, No. 5, pp. 449-50.
Fornell, C. and D. F. Larcker(1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.” Journal of Marketing Research 18, pp. 39-50.
Ganesan, S(1994). “Determinants of Long-term Orientation in Buyer─ Seller Relationships.” Journal of Marketing 58: pp.1-19.
Garbarino, E. and M. S. Johnson(1999). “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship.” Journal of Marketing 63: pp.70-87.
Gounaris, S. P., & Venetis, K.(2002). “Trust in indusrial service rela-tionships: behavioral consequences, antecedents and the moder-ating effect of the duration of the relationship.” Journal of Ser-vice Marketing, 16(7), pp.636-655.
Gronroos, Christian(1982). “A Service Quality Model and Its Marketing Implications.” European Journal of Marketing 18, no.1: pp.36-44.
Gruner, K. E. and Homburg, C.,(2000), 〝 Does Customer Interaction Enhance New Product Success?〞,Journal of Business Research, Vol.49, pp.1-14.
Haywood-Farmer, John(1988), “A Conceptual Model of Service Quality,” International Journal of Operations and Production Management, Vol. 8, pp. 19-29.
Hennig-Thurau, T., and A. Klee(1997). “The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development.” Psychology & Marketing 14: pp.737-765.
Heskett, J. L., T. O.Jones, G. W. E. Sasser, and L. A. Schlesinger(1994), “Putting the Service-Profit Chain to Work,” Harvard Business Review: pp.164-174.
Jöreskog K. G., & Sörbom, D. (1993). Lisrel 8: Structural equation modeling with the SIMPLIS command language. Chicago: Scientific Software International, 1-19.
Juran, J. M(1986)., “The Quality Trilogy,” Quality Progess 9, no.8: pp.20-22.
Keaveney, Susan M(1995). “Customer Switching Behavior in Service Industries: An Exploratory Study.” Journal of Marketing 59: pp.71-82
Kellogg D. & R. B. Chase(1995),”Constructing an Empirically Derived Measure for Customer Contact,” Management Science, Vol.41, No.11, pp.1734-1749.
Kotler, Philip(1997). Marketing Management─Analssis Planning, Implementation, and Control, 9thed., Englewood Cliffs(New Jersey: Prentice-Hall)
Kumar, N., L. K. Scheer and J. B. Steenkamp(1995). “The Effects of Supplier Fairness on Vulnerable Resellers.” Journal of Marketing Research 32: pp.54-65.
Lagace, R. R., R. Dahlstrom, and J. B. Gassenheimer(1991). “The Relevance of Ethical Salesperson Behavior on Relationship Quality: the pharmaceutical Industry.” Journal of Personal Selling & Sales Management 11: pp.39-47.
Lehtinen, Uolevi and J. R. Lehtinen(1982). Unpublished working paper. Helsinki: Service management Institute, Finland.
Levitt, T.(1972), “Production-line approach to service,” Harvard Business Review, Vo.52, No.5, pp:41-52
Levitt, T.(1983).”After the sale is over.” Harvard Business Review. November /December. 87-93.
Lovelock, C. H(1983). “Classifying Service to Gain Strategic Marketing Insight.” Journal of Marketing 47: pp.9-20.
Martin, W.B(1986)., “Defining What Quality Service Is for You,” Cornell Hotel And Administration Quarterly, Vol. 26, Iss.4, pp.32-38.
McDugall, H.G. Gordon, & Terrence Levesque (2000), “Customer satisfaction with services: putting perceived value into the equation,” Journal of Services Marketing, Vol. 14, No.5, pp.392-410.
Mersha, T.(1993),"Enhancing the Customer Contact Model," Journal of Operations Management, 9(3), pp.391-405.
Mittal, V. F. & W. M. Lassar.(1996). The Role of Personalization in Service Encounters. Journal of Retailing, Vol. 72, pp.95-109.
Mohr and John R. Nevin(1990). "Communication Strategies in Marketing Channels: A Theoretical Perspective." Journal of Marketing 54: pp.36-51.
Mohr, Jakki; Spekman, Robert(1994), "Characteristics of partnership success: Partnership attribute." Strategic Management Journal, Chichester; Feb ; Vol. 15, Iss. 2; pp. 135-152
Moorman, C., Zaltman, G. and R. Deshpande(1992), “Relationships Between Providers and Users of Market Research: The Dynamic of Trust Within and Between Organizations,” Journal of Marketing Research, Vol. 29, No. 3, pp. 314-328
Morgan, R. M. and S. D. Hunt(1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, Vol. 58, No. 3, pp. 20-38
Neuber, S. L. and S. T. Fiske(1987), “Motivational Influences on Impression Formation : Outcome Dependency, Accuracy-Driven Attention, and Individuating Processes,” Journal of Personality and Social Psychology, 53, pp.431-444
Noordewier, T., John, G., & Nevin, J.(1990). “Performance outcomes of purchasing arrangements in industrial buyer-vender rela-tionships.” Journal of Marketing, 54(4), pp.80-93.
Oliver, R.L.(1981), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision,” Journal of Marketing Research, Vol.17, pp. 460- 469.
Parasuraman, A., V. A. Zeithaml, & L. L. Berry.(1985),” Quality counts in Service, Too”, Business Horizons.
Parasuraman, A.,V.A. Zeithaml, and L. L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, Vol. 64(1), pp.12-40.
Parauraman, A., Zeithmal, V.A. 和 Berry, L.L.(1993), “The Nature and Determinants of Customer Expectations of Service,” Journal of Academy of Marketing Service, Vol. 21, pp. 1-21.
Parasuraman, A., Valarie. Zeithaml and Leonard L. Berry (1996), ” The Behavioral Consequences of Service Quality,” Journal of Marketing,Vol.60,4, pp.31-46
Pavlou, P.A. and David, G.(2002). “Building Effective Online Auction Marketplaces with Institution- base Trust,” Proceedings of the 23nd International Conference on information Systems, L. Applegate, R. Galliers, and J. I. DeGross(eds.), Barcelona, Spain, pp. 667-675.
Sasser, W.E., R.P. Olsen, and D.D. Wyckoff(1978). Management of Service Operations-Text, Case, and Reading. Boston, NY: Allyn and Bacon, Inc, pp.177-179.
Smith, A. K. and R. N. Bolton(1998). “An Experimental Investigation of Customer Reactions to Service Failure and Recovery Encounters.” Journal of Service Research, pp.65-81
Stanton, William J. (1987), Fundamentals of Marketing, New York: McGraw-Hill.
Storbacka, K., T. Strandvik, and C. Gronroos(1994). “Managing Customer Relationships for Profit: the Dynamics of Relationship Quality.” International Journal of Service Industry Management 5: pp.21-38.
Wetzels,W., K. D. Ruyter & M. V. Birgelen(1998), “Marketing Service Relationships: the Role of Commitment,” Journal of Business & Industrial Marketing, 13(4/5), pp.406-423,
Williamson, O. E.(1983), “Credible Commitments: Using Hostage to Support Exchange,” American Economic Review, Vol.73, No.4, pp.519-540
Woodside, A. G., Frey, L. L and Daly, R. T(1989). “Linking Service Quality, Customer Satisfaction, and Behavioral Intention,” Journal of Health Care Marketing, Vol. 9, No. 4, pp. 5-17.
美國行銷學會(American Marketing Association AMA) http://www.marketingpower.com/
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔