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研究生:林東苑
研究生(外文):Lin,Tung-Yuan
論文名稱:兩岸連鎖餐飲業服務品質、知覺價值和顧客滿意度對購買意圖之研究
論文名稱(外文):A Study on Cross-Strait Chain Restaurant Service Quality、Perceived Value and Customer Satisfaction to Purchase Intention
指導教授:封德台
指導教授(外文):Feng,Te-Tai
口試委員:田正利楊豐華
口試委員(外文):Tien,Cheng-LiYang,Feng-Hua
口試日期:2012-07-02
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:113
中文關鍵詞:服務品質知覺價值顧客滿意度購買意圖
外文關鍵詞:Service QualityPerceived ValueCustomer SatisfactionPurchase Intentions
相關次數:
  • 被引用被引用:4
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  • 收藏至我的研究室書目清單書目收藏:1
本研究是研究兩岸服務品質、知覺價值和顧客滿意度對購買意圖的影響。由於大陸經濟發展,加上人口眾多,逐漸形成一個巨大的市場。台灣餐飲企業想要跨足兩岸市場,佔有一席之地,在文化環境差異的狀況下,必須充分了解兩岸的需求差異,提供不同服務滿足大陸顧客的知覺價值與顧客滿意度,以提高顧客購買意願。
本研究是採用量化方法去進行本研究的資料分析,「兩岸連鎖餐飲業服務品質、知覺價值和顧客滿意度對購買意圖之研究」去進行問卷之調查,並且是以兩岸連鎖餐飲業之顧客為研究的對象,去探討各變項間是否有相關性。
本研究是採隨機抽樣,於台灣及上海是以發放問卷之方式去進行研究,合計共取得500份問卷,有效之問卷共500份,回收率為100%。研究結果表示服務品質在服務環境裡較知覺價值且具有較正向之顧客滿意度,而此類型的顧客對連鎖餐飲亦具有較高之購買意圖。

As the economic growth of China, coupled with a large population, China has gradually formed a huge market and has attracted Taiwanese restaurant business to set up branches in China. To succeed in the Chinese market, we must fully understand the demand differences across the Strait under cultural and environmental differences, and provide localized services to meet customers’ perceived value and customer satisfaction in order to enhance customer purchase intentions.

This study uses quantitative methods to carry out the analysis through the questionnaire survey. Based on the customers in cross-strait chain restaurants, this study explores whether there is any correlation among tested variables.

Based on customers in Taiwan and Shanghai, this study adopts random sampling to have collected and analyzed 500 valid questionnaires. The findings reveal that the quality of service has a more positive impact on customer satisfaction than the perceived value in the service environment, and that this type of customers also has a higher purchase intention toward the chain restaurants.

中文摘要 ..................... i
英文摘要 ..................... iii
誌謝辭 ..................... iv
內容目錄 ..................... v
表目錄  ..................... vii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 3
第三節  研究流程............... 4
第二章  文獻探討................. 6
  第一節  服務品質............... 6
  第二節  知覺價值................ 11
  第三節  顧客滿意度................ 13
  第四節  購買意圖................ 16
  第五節  變項間之關係............. 18
第三章  研究方法................. 23
  第一節  研究架構............... 23
  第二節  研究假設............... 24
第三節  變項之操作性定義與衡量........ 24
第四節  樣本決定與抽樣方法........... 33
第五節  資料分析方法 33
第四章  資料分析結果............... 39
第一節  樣本敘述性統計分析.......... 40
第二節  信度分析............... 47
第三節  效度分析............... 49
第四節  獨立樣本T檢定和單因子變異數分析... 58
第五節  各變項上之相關分析.......... 73
第六節  結構方程式之建立與分析........ 76
第七節  實證結果............... 82
第五章  結論與建議................ 88
第一節  研究結論............... 88
第二節  研究意涵與建議............ 91
第三節  研究限制............... 96
第四節  後續研究之建議............ 97
參考文獻 ..................... 98
附錄A  問卷發放繁體版................ 106
附錄B  問卷發放簡體版................ 110






















表目錄
表 3- 1 服務品質衡量問項............... 26
表 3- 2 知覺價值衡量問項............... 29
表 3- 3 顧客滿意度衡量問項................. 31
表 3- 4 購買意圖衡量問項............... 32
表 4- 1 問卷回收率統計................ 39
表 4- 2 台灣地區樣本基本資料分析........... 43
表 4- 3 大陸地區樣本基本資料分析........... 45
表 4- 4 兩岸地區各構面之信度分析........... 48
表 4- 5 台灣服務品質因素效度分析........... 50
表 4- 6 台灣知覺價值因素效度分析........... 52
表 4- 7 台灣顧客滿意度因素效度分析.......... 52
表 4- 8 台灣購買意圖因素效度分析........... 53
表 4- 9 大陸服務品質因素效度分析........... 54
表 4- 10 大陸知覺價值因素效度分析........... 56
表 4- 11 大陸顧客滿意度因素效度分析........... 56
表 4- 12 大陸購買意圖因素效度分析........... 57
表 4- 13 兩岸地區服務品質與各控制變數之差異分析... 59
表 4- 14 兩岸地區知覺價值與各控制變數之差異分析... 62
表 4- 15 兩岸地區顧客滿意度與各控制變數之差異分析.. 64
表 4- 16 兩岸地區購買意圖與各控制變數之差異分析... 68
表 4- 17 台灣地區各構面之各控制變數之Scheffe事後比較分析....................
70
表 4- 18 大陸地區各構面之構控制變數之Scheffe事後比較分析....................
72
表 4- 19 台灣地區之皮爾森相關分析表......... 74
表 4- 20 大陸地區之皮爾森相關分析表......... 75
表 4- 21 台灣各構面間之AMOS分析........... 76
表 4- 22 大陸各構面間之AMOS分析........... 77
表 4- 23 台灣整體模式配適標準............ 80
表 4- 24 大陸整體模式配適標準............ 81
表 4- 25 兩岸結構模型之路徑分析........... 85
表 4- 26 兩岸結構模型之假說驗證表.......... 86




圖目錄
圖 1- 1 研究流程.................... 5
圖 3- 1 研究架構.................... 23
圖 4-1 台灣整體模式研究分析.............. 78
圖 4-2 大陸整體模式研究分析.............. 79




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