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研究生:曾柏嘉
研究生(外文):Po-Chia Tseng
論文名稱:大台北地區婚宴新人對婚宴消費滿意度與顧客忠誠度之相關研究─以行銷企劃為干擾變項
論文名稱(外文):A Study of Newlyweds’ Customer Satisfaction and Loyalty towards the Wedding Banquets in Taipei Metropolis ─ with Marketing Strategies as Moderation Variable
指導教授:黃韶顏黃韶顏引用關係許順旺許順旺引用關係
指導教授(外文):Sao-Yao HuangShun-Wang Hsu
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士班
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:120
中文關鍵詞:婚宴消費滿意度顧客忠誠度行銷企劃
外文關鍵詞:wedding banquetcustomer satisfactioncustomer loyaltymarketing strategy
相關次數:
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本研究在探討大台北地區婚宴新人對婚宴的消費滿意度(員工服務品質、餐食菜色品質、裝飾佈置品質)與顧客忠誠度(口碑、重回意願)之間的關係,其次,本研究欲了解婚宴的行銷企劃是否會對「婚宴新人對婚宴的消費滿意度與顧客忠誠度之間的關係」產生干擾效果,並期望經由本研究之後,對於目前婚宴業者有所幫助。
本研究經深入訪談、萃取題項,採用問卷調查的方式以一年內在大台北地區舉辦婚宴的新人為對象,發出600份問卷,回收280份,加上網路問卷34份,實得有效問卷309份,本研究採用SPSS10.0統計套裝軟體進行資料分析。研究結果發現如下列所示:
一、不同個人背景資料之間對消費滿意度、員工服務品質、餐食菜色品質、裝飾佈置品質、顧客忠誠度、口碑與重回意願具有差異性。
二、婚宴新人對婚宴的消費滿意度、員工服務品質、餐食菜色品質、裝飾佈置品質、顧客忠誠度、口碑、重回意願之間均呈現顯著正相關。
三、行銷企劃對「婚宴新人之消費滿意度與顧客忠誠度之關係」具干擾效果,以及「婚宴新人對婚宴之員工服務品質滿意度、餐食菜色品質滿意度、裝飾佈置品質滿意度與重會意願之關係」具干擾效果,表示在高行銷企劃制度下,婚宴新人的消費滿意度、員工服務品質滿意度、餐食菜色品質滿意度、裝飾佈置品質滿意度越高,則顧客忠誠度、重回意願越高,相對而言,在低行銷企劃制度下,婚宴新人之消費滿意度、員工服務品質、餐食菜色品質、裝飾佈置品質與顧客忠誠度、重回意願的關係較無預測力;行銷企劃對「婚宴新人之員工服務品質滿意度、餐食菜色品質滿意度、裝飾佈置品質滿意度與口碑之關係」不具干擾效果。
The main purpose of this study was to investigate whether newlyweds’ customer satisfaction (i.e. the service quality, F&B quality, and interior decoration quality) was related to the customer loyalty (i.e. the intent to repurchase and word-of-mouth) at the wedding banquets in Taipei metropolis. More specifically, the study was to examine whether the marketing strategies had interference effects on the correlations among newlyweds’ customer satisfaction and customer loyalty. The results of this study could serve as references and make contributions to the field of wedding industry.
This research adopted questionnaire surveys towards newlyweds who held the wedding banquet in Taipei metropolis in 2006. In-depth interviews were originally applied in order to design an effective questionnaire. Questionnaires were sent to 600 people for survey and a total of 280 responses were replied. After checking for completeness of the webs’ questionnaires, 309 responses were valid date and were used in the date analysis by means of a statistic program, SPSS 10.0. The major findings of the present study are presented as follows.
1. The demographic variables presented differentia on customer satisfaction, the service quality, F&B quality, interior decoration quality, customer loyalty, the intent to repurchase, and word-of-mouth.
2. There are significant positive correlations among newlyweds’ customer satisfaction, the service quality, F&B quality, interior decoration quality, customer loyalty, the intent to repurchase, and word-of-mouth.
3. The marketing strategies had interference effects on the correlations among newlyweds’ customer satisfaction and customer loyalty. In addition, interference effects happened on the correlations among newlyweds’ customer satisfaction and the intent to repurchase. Namely, the well-organized marketing strategies may result in better customer satisfaction, better service quality satisfaction, better F&B quality satisfaction, and better interior decoration quality satisfaction; therefore, contributing to higher customer loyalty and higher intent to repurchase. On the contrary, poorly-organized marketing strategies were in lack of predictable correlation among customer satisfaction and customer loyalty. However, the marketing strategies had no interference effects on the correlations among newlyweds’ customer satisfaction and word-of-mouth.
目錄
第一章 緒論--------------------------------------------------1
第一節 研究動機------------------------------------------1
第二節 研究目的------------------------------------------3
第三節 研究流程------------------------------------------4
第四節 名詞解釋------------------------------------------5
第二章 文獻探討----------------------------------------------6
第一節 婚宴的演進----------------------------------------6
第二節 顧客滿意度----------------------------------------9
一、 消費滿意度-----------------------------------------9
二、 服務品質-------------------------------------------12
第三節 顧客忠誠度----------------------------------------19
第四節 行銷企劃------------------------------------------23
一、 廣告行銷-------------------------------------------23
二、 企劃專案-------------------------------------------27
第五節 各構面關係之相關文獻及假設推導--------------------31
一、 個人基本資料與消費滿意度、顧客忠誠度之關係---------31
二、 消費滿意度與顧客忠誠度之關係-----------------------31
三、 服務品質與顧客忠誠度之關係-------------------------31
四、 婚宴行銷企劃程度對「顧客消費滿意度與顧客忠誠度的關係」之干擾效果---32
五、 婚宴行銷企劃程度對「服務品質與顧客忠誠度的關係」之干擾效果--------33
第三章 研究方法----------------------------------------------35
第一節 研究架構與假設------------------------------------35
一、 研究架構------------------------------------------35
二、 研究假設------------------------------------------36
第一節 研究對象與抽樣------------------------------------38
一、 研究對象------------------------------------------38
二、 抽樣方法------------------------------------------38
第二節 研究工具------------------------------------------39
一、 現有量表整理----------------------------------------39
二、 質性訪談內容萃取------------------------------------39
三、 問卷編制--------------------------------------------39
第三節 正式問卷之信度與效度分析--------------------------47
一、 信度分析------------------------------------------47
二、 效度分析------------------------------------------47
第四節 統計分析------------------------------------------53
一、 描述性統計------------------------------------------53
二、 信度分析--------------------------------------------53
三、 因素分析--------------------------------------------53
四、 單因子變異數分析-----------------------------------53
五、 相關分析--------------------------------------------53
六、 多元迴歸分析階層回歸分析----------------------------53
七、 階層回歸分析----------------------------------------53
第四章 結果與討論--------------------------------------------55
第一節 樣本描述性分析-------------------------------------55
第二節 消費滿意度與忠誠度之關係---------------------------58
一、 整體滿意度與忠誠度之相關分析-----------------------58
二、 整體滿意度與忠誠度之預測---------------------------60
三、 討論------------------------------------------------60
第三節 個人背景變項在顧客滿意度與顧客忠誠度上的差異--------66
一、 性別-----------------------------------------------66
二、 年齡-----------------------------------------------66
三、 職業-----------------------------------------------67
四、 教育程度-------------------------------------------68
五、 月支配金額-----------------------------------------69
六、 討論-----------------------------------------------70
第四節 行銷企劃對「消費滿意度與忠誠度的關係」之干擾效果---73
一、 消費滿意度與忠誠度的關係之干擾效果-----------------73
二、 服務品質滿意度與口碑的關係之干擾效果---------------74
三、 餐食菜色滿意度與口碑的關係之干擾效果---------------74
四、 裝飾佈置滿意度與口碑的關係之干擾效果---------------74
五、 服務品質滿意度與重回意願的關係之干擾效果-----------74
六、 餐食菜色滿意度與重回意願的關係之干擾效果-----------75
七、 裝飾佈置滿意度與重回意願的關係之干擾效果-----------76
八、 討論----------------------------------------------77
第五節 研究假設驗證結果-----------------------------------80
第五章 結論與建議--------------------------------------------81
第一節 研究結論------------------------------------------81
一、 在個人背景變項方面--------------------------------81
二、 在消費滿意度與忠誠度之間--------------------------82
三、 探討行銷企劃的干擾效果----------------------------83
第二節 研究建議------------------------------------------85
一、 對婚宴的行銷企劃----------------------------------85
二、 對婚宴新人的建議----------------------------------85
三、 未來研究的建議------------------------------------86
第三節 研究貢獻與限制-------------------------------------87
一、 研究貢獻-----------------------------------------87
二、 研究限制-----------------------------------------87
參考資料-----------------------------------------------------89
中文部分--------------------------------------------------89
英文部分--------------------------------------------------91
附錄一 婚宴業者質性訪談題目---------------------------------101
附錄二 婚宴新人質性訪談題目---------------------------------102
附錄三 質性訪談概念萃取整理表(一) --------------------------103
附錄四 質性訪談概念萃取整理表(二) --------------------------109
附錄五 質性訪談概念萃取整理表(三) --------------------------113
附錄六 研究問卷---------------------------------------------117
表目錄
2-1 顧客滿意度理性觀點----------------------------------------10
2-2 顧客滿意度感性觀點----------------------------------------10
2-3 顧客滿意度結果觀點----------------------------------------11
2-4 顧客滿意度過程觀點----------------------------------------11
3-1 研究假設總表----------------------------------------------36
3-2 員工服務品質滿意度量表------------------------------------41
3-3 裝飾佈置品質滿意度量表------------------------------------42
3-4 餐食菜色品質滿意度量表------------------------------------43
3-5 口碑量表--------------------------------------------------44
3-6 重回意願量表----------------------------------------------45
3-7 行銷企劃量表---------------------------------------------46
3-8 整體資料之各分量表信度分析結果---------------------------47
3-9 員工服務品質滿意度的因素分析-----------------------------48
3-10 餐食菜色品質滿意度的因素分析-----------------------------49
3-11 裝飾佈置品質滿意度的因素分析-----------------------------50
3-12 行銷企劃的因素分析---------------------------------------51
3-13 口碑的因素分析-------------------------------------------52
3-14 重回意願的因素分析---------------------------------------52
4-1 樣本之個人背景變項----------------------------------------57
4-2 研究變項之相關係數與量表信度------------------------------60
4-3 整體滿意度在「顧客忠誠度」上的階層迴歸分析------------------60
4-4 服務品質滿意度在「口碑」上的階層迴歸分析-------------------61
4-5 餐食菜色滿意度在「口碑」上的階層迴歸分析-------------------62
4-6 裝飾佈置滿意度在「口碑」上的階層迴歸分析-------------------62
4-7 服務品質滿意度在「重回意願」上的階層迴歸分析--------------63
4-8 餐食菜色滿意度在「重回意願」上的階層迴歸分析--------------64
4-9 裝飾佈置滿意度在「重回意願」上的階層迴歸分析--------------64
4-10 性別對消費滿意度與忠誠度的ANOVA分析---------------------66
4-11 年齡對消費滿意度與忠誠度的ANOVA分析---------------------67
4-12 職業對消費滿意度與忠誠度的ANOVA分析---------------------68
4-13 教育程度對消費滿意度與忠誠度的ANOVA分析-----------------69
4-14 月支配金額消費滿意度與忠誠度對的ANOVA分析---------------70
4-15 個人背景變項在各變項之差異比較彙整-----------------------72
4-16 研究結果總表---------------------------------------------80
圖目錄
1-1 研究流程圖------------------------------------------------4
3-1 研究架構圖-----------------------------------------------35
4-1 行銷企劃對「婚宴新人的消費滿意度與顧客忠誠度的關係」之干擾效果--73
4-2 行銷企劃對「婚宴新人的員工服務品質滿意度與重回意願的關係」之干擾效果--75
4-3 行銷企劃對「婚宴新人的餐食菜色品質滿意度與重回意願的關係」之干擾效果---76
4-4 行銷企劃對「婚宴新人的裝飾佈置品質滿意度與重回意願的關係」之干擾效果--77
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