臺灣博碩士論文加值系統

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

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