臺灣博碩士論文加值系統

台灣餐飲業以滿足消費者為主產業，主要目的在追求顧客滿意度與忠誠度，而餐飲業中的自助餐業競爭甚為激烈，該產業已達到完全競爭市場，業者除需要穫取利潤、追求永續經營之外，如何在紅海競爭中獲得競爭優勢，方為本研究探討議題。
本研究主要在探討自助餐飲服務業，顧客對服務品質、認知價格、顧客滿意度與顧客忠誠度間的相關研究。從研究動機、研究目的、文獻探討發展成研究架構，利用問卷調查法，擬以SPSS 17.0統計軟體分析問卷，經過敘述統計、因素分析、信度分析、效度分析、相關分析、迴歸分析及差異分析，驗證出整體及各構面之間的關係。最後以層級迴歸探討顧客滿意度在服務品質與顧客忠誠度之間的中介效果。
本研究結果如下：
1.認知價格對顧客忠誠度有正向顯著之影響。
2.服務品質對顧客滿意度有正向顯著之影響。
本研究建議如下：
1.自助餐飲業「菜色」需迎合消費者需求。
2.自助餐飲業需提高顧客滿意度。
3.自助餐飲業需強化顧客忠誠度。
4.本研究僅考慮服務品質、認知價格與顧客滿意度與顧客忠誠度構面間的相關研究。其他體驗行銷、體驗價值等因素未列入考慮，建議後續研究者，可將這些構面做為探討的項目。
關鍵詞：服務品質、認知價格、顧客滿意度、顧客忠誠度

Taiwan's industry of food and beverage meet to.consumer. The
main purpose pursuit customer's satisfaction and loyalty. The competition in the restaurant's industry is very intense. The industry has reached a perfectly competitive market. In addition to, the industry is necessary that it pursuit for profit and sustainable development. This study explore the issue how it gain a competitive advantage in the Red Sea competition.
This research aimed to explore the buffet's services .It meet to customer for Service Quality, Perceived Price, Customer Satisfaction and Customer Loyalty. Motivation of the research,the purposes of the research ,literature of the research and framework of the research used the survey's method. This research used SPSS 17.0 statistical software to analyse Questionnaire, Descriptive Statistics, Factor, Reliability, Validity, Correlation, Regression and Differences, and to verify the relationships between the whole and dimensions. Finally,by Hierarchical Regression explore the mediating effect of Customer Satisfaction among Service Qquality and Customer Loyalty.
The results of this research are as follows:
1.Perceived Prices have a significant positive impact on Customer Loyalty.
2.Service Quality have a significant positive impact on Customer Satisfaction.
This research recommend the industry are as follows:
1 Self catering industry need to meet consumer's demand for recipes.
2.Self catering industry need to improve customer's satisfaction.
Ⅱ
3.Self catering industry need to strengthen customer's loyalty.
4.In this research only consider Service Quality,Perceived price,
Customer Satisfaction and Customer Loyalty. Other Rxperiential Marketing ,Rxperiential Value, is not taken into account. It is recommended that the future researchers take a project to explore these dimensions.

Keywords: service quality, perceived price, customer satisfaction, customer loyalty

摘要………………………………………………………………………………Ⅰ
Abstract…………………………………………………………………………Ⅱ
誌謝…………………………………………………………………………… …Ⅳ
內容目錄…………………………………………………………………………Ⅴ
表目錄………………………………………………………………………… …Ⅶ
圖目錄………………………………………………………………………… …Ⅸ
第壹章 緒論………………………………………………………………………1
第一節 研究背景與動機………………………………………………………1
第二節 研究範圍與目的………………………………… ………………… 3
第三節 研究流程…………………………………………………………… 5
第四節 論文架構…………………………………………………………… 6
第貳章 文獻探討………………………………………………………… …7
第一節 自助餐業的現況………………………………………………… 7
第二節 服務品質………………………………………………………… …15
第三節 認知價格………………………………………………………… …25
第四節 顧客滿意度……………………………………………………… …29
第五節 顧客忠誠度……………………………………………………… …32
第六節 服務品質、認知價格、顧客滿意度與顧客忠誠度之相關研究… 35
第參章 研究方法………………………………………………………… …38
第一節 研究架構…………………………………………………………… 38
第二節 研究變數及操作性定義………………………………………… …39
Ⅴ
第三節 研究之假設………………………………………………………… 42
第四節 問卷設計………………………………………………………… …43
第五節 研究對象與抽樣方法…………………………………………… …44
第六節 資料分析方法…………………………………………………… …45
第肆章 研究分析結果……………………………………………………… 47
第一節 敘述性統計分析………………………………………………… …47
第二節 信度分析、因素分析及效度分析………………………………… 52
第三節 相關分析………………………………………………………… …54
第四節 迴歸分析………………………………………………………… …55
第五節 差異性分析………………………………………………………… 64
第伍章 研究結論與建議…………………………………………………… 68
第一節 研究結論………………………………………………………… …68
第二節 研究建議………………………………………………………… …71
第三節 研究限制與後續研究建議……………………………………… …72
參考文獻……………………………………………………………………… …73
一、中文部份…………………………………………………………………… …73
二、英文部份…………………………………………………………………… …74
附錄……………………………………………………………………… …… …82

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