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研究生:唐宛妤
研究生(外文):Wan-yu Tang
論文名稱:景觀餐廳關係品質與忠誠度之研究:轉換成本的干擾效果
論文名稱(外文):A Study of Landscape Restaurants'' Relationship Quality and Loyalty: the moderating Effect of Switching Cost
指導教授:陳寬裕陳寬裕引用關係
指導教授(外文):kuan-yu Chen
學位類別:碩士
校院名稱:南華大學
系所名稱:旅遊事業管理學系碩士班
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:2009
畢業學年度:97
語文別:中文
論文頁數:135
中文關鍵詞:轉換成本忠誠度干擾效果關係品質
外文關鍵詞:moderator effectswitching costloyaltyrelationship quality
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  • 被引用被引用:3
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  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
一、中文部份
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4.林明鋒(民94),以體驗行銷觀點探討景觀咖啡廳的商店氣氛因素及知覺價值之研究-以新社地區為例,朝陽科技大學企業管理系碩士論文。
 
5. 周宇廷(民94),全台灣景觀餐廳-南部篇,台北市:大輿出版社股份有限公司。
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10.高育民(民94),服務接觸與服務品牌權益之研究-以關係品質為中介變數,國立中興大學企業管理學系碩士論文。
 
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19.郭素紋(民94),顧客滿意度與忠誠度對再購意願影響之研究-以國內宅配服務業為例,樹德科技大學經營管理研究所碩士論文。
 
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23.彭志宏(民91),關係品質對廠商忠誠度之影響-系統整合廠商為例,國立東華大學國際企業研究所碩士論文。
 
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。
 
25.曾琬鈞(民94),從關係行銷之觀點探討連鎖書店IMC應用對消費者忠誠度的影響-以誠品書店為例,世新大學公共關係暨廣告學系碩士論文。
 
26.葉書芳(民91),服務品質、關係品質以及服務補救與顧客行為意向關係之實證研究-以國內航空業為例,國立成功大學工業管理研究所碩士論文。
 
27.董士偉(民94),服務場景與等候經驗對國道客運旅客行為意向與選擇行為之影響,國立交通大學運輸科技與管理研究所碩士論文。
 
28.蔡郁楓(民91),高級餐廳顧客與服務人員關係品質之研究,世新大學觀學系碩士論文。
 
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。
 
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