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研究生:林帥軒
研究生(外文):Shuai-Hsuan Lin
論文名稱:標準化、客製化、客參化對服務滿意度與忠誠度之影響研究-以王品集團為例
論文名稱(外文):Standardization、Customerization、Consumerization variation effect towards Customer satisfaction and Customer loyalty of reasearch for Wang Group
指導教授:黃慶源黃慶源引用關係
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:經營管理研究所
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:151
中文關鍵詞:客製化客參化標準化顧客滿意度顧客忠誠度
外文關鍵詞:StandardizationCustomerizationConsumerizationsatisfactionloyalty
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在餐飲界競爭強烈的環境下,如何造就顧客的最高滿意度進而使顧客回流進而提高顧客忠誠度,已成為餐飲界最首要的問題以及實施的主要方向與目標。另外,餐飲業者在近年來也從純粹的供、需市場法則轉向了以顧客為導向的服務品質認同程度,也間接帶動了服務滿意度與忠誠度的重視,故如何使服務滿意度與顧客忠誠度有所提昇也已成為了餐飲業者的首要之務。
本研究選擇以國內餐飲業採多品牌策略的王品餐飲集團為主要探討之對象,探討其不同餐飲連鎖品牌在標準化、客製化、客參化與不同服務設計來探討對服務滿意度與顧客忠誠度是否產生不同的顯著影響,並利用結構方程模型之研究分析結果作為日後餐飲相關行業可參考實行方向之依據。
研究結果顯示:(1)服務標準化對於服務滿意度在『王品牛排』、『西堤牛排』以及『品田牧場』皆呈現顯著性的影響。(2)服務客製化對於服務滿意度在『王品牛排』、『西堤牛排』以及『品田牧場』皆呈現顯著性的影響。(3)服務客參化對於服務滿意度在『王品牛排』、『西堤牛排』以及『品田牧場』皆呈現顯著性的影響。(4)服務滿意度對於顧客忠誠度在『王品牛排』、『西堤牛排』以及『品田牧場』皆呈現了顯著的影響。


In the restaurant industry under the environment of strong competition, how to make customer''s maximum satisfaction and customer return and thus increase customer loyalty, has become the catering sector most important issues and to implement the main directions and goals. In addition, restaurants in recent years has shifted from pure law of supply and demand market level of service quality, customer-oriented identity also indirectly stimulate the attention of service satisfaction and loyalty, service satisfaction, and customer loyalty enhanced had also become the restaurant''s first works. Study on selecting a domestic catering mining Wang Pin Restaurant Group brand strategy as the main object of study, exploring the different restaurant chain brand Standardization, Customization, Consumerization and the different services designed to discussion on whether customer loyalty and satisfaction with services produces a variety of significant effects, and using structural equation modeling (Structural Equation Modeling, SEM) Study on analysis of the results, as may refer to implement pursuant to the direction of future food-related industries. Research findings: (1) the service standard for service satisfaction in the "Wang steak", "Tasty" and "Pintian" is rendered significant influence. (2) services customized for service satisfaction in the "Wang steak", "Tasty" and "Pintian" is rendered significant influence. (3) service customer service satisfaction of "Wang steak", "Tasty" and "Pintian" is rendered significant influence. (4) service satisfaction to customer loyalty, "Wang steak", "Tasty" and "farms" are showing marked influence.

中文摘要 I
英文摘要 II
致謝 IV
目錄 V
圖目錄 X
表目錄 XIII
第 1 章 緒論 1
1.1 研究背景與動機 1
1.1.1 近年台灣產業發展趨勢,逐漸由製造業往服務業發展 1
1.1.2 在服務業中以連鎖餐飲業最具競爭優勢 2
1.1.3 台灣連鎖餐飲業的競爭力來自於顧客服務品質 2
1.2 研究目的 4
1.3 研究流程 4
第 2 章 文獻探討 7
2.1 服務標準化 7
2.2 服務客製化 8
2.3 服務客參化 11
2.4 服務品質與服務滿意度之關係 13
2.5 服務滿意度與顧客忠誠度之關係 15
2.6 王品餐飲集團介紹 17
第 3 章 研究方法 20
3.1 研究架構與假設 20
3.1.1 服務品質對服務滿意度之影響 21
3.1.2 服務標準化對服務滿意度之影響 21
3.1.3 服務客製化對服務滿意度之影響 21
3.1.4 服務客參化對服務滿意度之影響 22
3.1.5 服務滿意度對顧客忠誠度之影響 22
3.2 問卷設計 23
3.3 研究對象與抽樣設計 27
3.4 資料分析方法 28
3.4.1 敘述性統計 28
3.4.2 效度分析 28
3.4.3 信度分析 29
3.4.4 結構方程模型 29
3.4.5 資料分析方法 30
第 4 章 資料分析 35
4.1 樣本結構敘述性分析 35
4.2 效度分析與信度分析 39
4.2.1 效度分析 39
4.2.2 信度分析 39
4.3 驗證性因素分析(王品牛排) 44
4.3.1 標準化前之構面 44
4.3.2 標準化中之構面 47
4.3.3 標準化後之構面 50
4.3.4 標準化之總體構面 53
4.3.5 客製化適應式之構面 54
4.3.6 客製化裝飾式之構面 55
4.3.7 客製化之總體構面 57
4.3.8 客參化智力之構面 58
4.3.9 客參化體力之構面 59
4.3.10 客參化情緒之構面 61
4.3.11 客參化之總體構面 63
4.3.12 滿意度之構面 64
4.3.13 忠誠度之構面 67
4.3.14 王品牛排構面之整體配適度 69
4.4 驗證性因素分析(西堤牛排) 72
4.4.1 標準化前之構面 72
4.4.2 標準化中之構面 75
4.4.3 標準化後之構面 78
4.4.4 標準化之總體構面 81
4.4.5 客製化適應式之構面 82
4.4.6 客製化裝飾式之構面 83
4.4.7 客製化總體之構面 86
4.4.8 客參化智力之構面 87
4.4.9 客參化體力之構面 88
4.4.10 客參化情緒之構面 90
4.4.11 客參化之總體構面 93
4.4.12 滿意度之構面 94
4.4.13 忠誠度之構面 97
4.4.14 西堤牛排構面之整體配適度 99
4.5 驗證性因素分析(品田牧場) 101
4.5.1 標準化前之構面 101
4.5.2 標準化中之構面 104
4.5.3 標準化後之構面 107
4.5.4 標準化之總體構面 111
4.5.5 客製化適應式之構面 112
4.5.6 客製化裝飾式之構面 113
4.5.7 客製化之總體構面 116
4.5.8 客參化智力之構面 117
4.5.9 客參化體力之構面 118
4.5.10 客參化情緒之構面 120
4.5.11 客參化之總體構面 122
4.5.12 滿意度之構面 123
4.5.13 忠誠度之構面 126
4.5.14 品田牧場構面之整體配適度 127
4.6 小結 129
第 5 章 結論與建議 130
5.1 研究摘述 130
5.2 研究結果討論 132
5.2.1 服務標準化與服務滿意度 132
5.2.2 服務客製化與服務滿意度 133
5.2.3 服務客參化與服務滿意度 134
5.2.4 服務滿意度與顧客忠誠度 135
5.3 總結 136
5.4 研究限制與建議 137
參考文獻 138
附錄 148


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