臺灣博碩士論文加值系統

　　隨著週休二日的實施，國人生活品質的提升，也更有機會進行休閒娛樂或到外地旅遊。而這股風潮，促使各鄉鎮極力推動觀光產業，也造就景觀餐廳的興起。由於景觀餐廳同質性高，消費者的選擇空間大，業者競爭亦屬激烈，因此，業者與消費者間的關係品質益形重要。然而業者利用鞏固與消費者間的關係品質是否真能提升消費者的忠誠度？以及當業者同質性高而降低消費者的轉換成本時，強化關係品質的策略是否正確？這是值得探討的課題。基於此，本研究將先確認關係品質與忠誠度之間的關係，並進一步釐清轉換成本於其間關係所扮演的角色。由研究結果顯示，關係品質可直接正向影響消費者之忠誠度，亦即關係品質越高則消費者的忠誠度就越高。此外，研究亦發現，轉換成本在關係品質與忠誠度關係中確實具有干擾效果，且在景觀餐廳具有高轉換成本特質時，雖然關係品質越高，忠誠度也越高，然關係品質對忠誠度的正向影響力卻弱於低轉換成本的情境。由此更能理解，當處於低轉換成本的狀態下時，關係品質的重要性。

　　Because of the similarity of landscape restaurants and many choices for consumers, the competition among industries is fierce. Thus, the relationship quality between the industries and the consumers is getting more and more important. However, can businessmen increase the consumers'' loyalty by consolidating the relationship quality with consumers? Is it a correct strategy to strengthen the relationship quality when the high similarity of those landscape restaurants decreases consumers'' switching cost? Based on these, the present study first confirms the relationship between the relationship quality and loyalty, and then clarify the role of switching cost. The results show that the relationship quality can positively affect consumers'' loyalty which means that higher relationship quality results in higher loyalty. Besides, the present study also reveals that switching cost would surely interfere with the relationship between the loyalty and the relationship quality. With high switching cost of the landscape restaurants, the higher the relationship quality is, the higher consumers'' royalty is. However, the positive relationship between loyalty and the relationship quality is weaker in the circumstances of low switching cost.

中文摘要…………………………………………………·i
英文摘要…………………………………………………ii
目錄……………………………………………………iii
表目錄……………………………………………………v
圖目錄…………………………………………………vii
　
第一章 緒論………………………………………1
1.1 研究背景與動機…………………………1
1.2 研究目的 ………………………………4
1.3 研究對象與範圍………………………5
1.4 研究流程…………………………………6
1.5 論文架構…………………………………8
　
第二章 文獻回顧…………………………………9
2.1 景觀餐廳現況介紹………………………9
2.2 關係品質的理論與相關研究…………12
2.3 忠誠度的理論與相關研究……………23
2.4 轉換成本的理論與相關研究……………32
2.5 關係品質與忠誠度的相關研究…………39
2.6 關係品質、忠誠度與轉換成本的相關研究…41
　
第三章 研究方法……………………………………45
3.1 研究架構……………………………………45
3.2 研究假設……………………………………46
3.3 研究變數之操作型定義……………………46
3.4 問項衡量與問卷設計………………………49
3.5 抽樣設計……………………………………54
3.6 資料分析方法………………………………55
　
第四章 研究結果與討論……………………………61
4.1 樣本基本屬性分析…………………………61
4.2 現況分析……………………………………63
4.3 各構面的差異性分析………………………69
4.4 因素分析……………………………………74
4.5 衡量模式之評估……………………………82
4.6 整體模式的關係分析………………………92
4.7 干擾效果的檢定…………………………101
　
第五章 結論與建議………………………………112
5.1 結論………………………………………112
5.2 管理意涵…………………………………117
5.3 研究限制…………………………………119
5.4 後續建議…………………………………120
　
參考文獻……………………………………………122
　
附錄 問卷……………………………………136

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24.惲明珍(民94) ，從關係行銷觀點探討IMC應用對顧客忠誠度的影響－以資訊通路公司為例，世新大學公共關係暨廣告學系碩士論文。
　
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29.鄭翊偉(民96)，台中市景觀餐廳風格之景觀偏好與消費意圖關係之研究，逢甲大學景觀與遊憩研究所碩士論文。
　
30.謝宗霖(民94)，電子網頁中診斷性與非診斷性訊息對訊息回憶與購買傾向的影響－以景觀餐廳電子頁為實驗，國防管理學院後勤管理研究所碩士論文。
　
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