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研究生:王淨美
研究生(外文):Jing-Mei Wang
論文名稱:餐廳環境對顧客情緒與滿意度影響忠誠建立之研究
論文名稱(外文):Antecedents of customer loyalty: the role of restaurant environments, customer emotions, and satisfaction.
指導教授:許英傑許英傑引用關係
指導教授(外文):Yin-Chieh Hsu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:111
中文關鍵詞:顧客情緒情緒渲染實體環境社交環境顧客氣候
外文關鍵詞:social environmentscustomer climatecustomer emotionsemotional contagionphysical environments
相關次數:
  • 被引用被引用:1
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過去認為滿意度可以決定顧客的喜好,因此專注於滿意度的提升並作為判斷顧客願不願意再惠顧的指標,但在物質生活不斷的提升下,消費者對於用餐越來越講究;同樣的,在競爭逐漸白熱化的餐飲業裡,餐飲業者們除了強調餐點美味外,也紛紛開始重視餐廳環境對顧客的其他影響,滿意與否已非唯一的重點。因此,本研究以顧客情緒的觀點,欲完整檢視顧客於用餐體驗中的可能影響情緒之因素,並將所有可能的影響因素分為三類(實體環境、社交環境與餐點品質),除比較各因素之間對於顧客情緒的影響效果強弱外,更以類別的觀點作探討,以瞭解實體環境、社交環境與餐點品質的重要程度。另外,因過去研究對於社交環境的忽略,因此本研究也加入情緒渲染的觀點以及其他顧客的影響,以完整探討社交環境的影響。
本研究以西堤牛排餐廳顧客作為樣本的蒐集對象,共回收510份問卷,並運用統計軟體SPSS 18.0與AMOS 18.0,以結構方程模式檢驗研究假設,並比較前置因素的效果強弱。本研究結果主要有幾個研究發現,第一,餐點品質是主要影響顧客用餐體驗情緒的前置因素;第二,其他顧客與員工皆會影響顧客情緒,顯示情緒渲染的存在;第三,相較餐點品質以及社交環境,實體環境對顧客情緒影響的效果不大;第四,顧客情緒與滿意度具有正向關係之外,也與忠誠存在直接關係。最後,本研究提出理論意涵與實務意涵,並提出未來研究建議。
In the past, satisfaction is seen as the determinant of customer preferences and the willingness of re-patronage intention. Thus, the focus is on enhancement of customer satisfaction. However, with the advancing in material life, consumers become dainty about dining. Similarly, in the increasingly intense competition in the catering industry, they emphasize not only on the provision of tasty cuisine, but the influence of restaurant environment on customers. In other words, satisfaction and dissatisfaction are not the only aspects of customer return.
The purpose of this paper is to examine the antecedents and consequences of customer emotions, and compare the impact of physical environment, social environment, and food quality on customer emotions, in the view of category. In addition, previous researches do not pay much attention on social environment; to fill this gap, the present study discusses the influence of social environment.
In the present study, we propose a conceptual model with 12 hypotheses. We take Tasty Restaurant as our research object, and 510 questionnaires are retrieved. Employing a structural equation modeling with statistics software SPSS 18.0 and AMOS 18.0, this study reaches the following major findings. First, food quality is the main antecedent of customer emotion. Second, surrounding customers and service providers (employees) also significantly influence customer emotion, which shows the existence of emotional contagion. Third, food quality and social environments have greater impact on customer emotions than physical environments. Fourth, customer emotions have positive impact on satisfaction, as well as loyalty intention. Finally, the study concludes with theoretical implications and practical implications for Catering industry, and suggestions for future research.
目錄
中文摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究範圍與流程 4
第貳章 文獻回顧 6
第一節 實體環境 6
第二節 社交環境 10
第三節 餐點品質 22
第四節 顧客情緒 25
第五節 滿意度 29
第六節 忠誠度 32
第七節 假設推導 35
第參章 研究方法 41
第一節 研究架構 41
第二節 研究假設 42
第三節 研究變數與操作性定義 42
第四節 研究設計 44
第五節 資料分析方法 52
第肆章 研究結果分析 55
第一節 樣本描述性統計 55
第二節 信度與效度檢驗 58
第三節 整體模式分析 65
第伍章 結論與建議 71
第一節 理論意涵 71
第二節 實務意涵 73
第三節 研究限制與未來研究方向 75
參考文獻 77
附件一 95
附件二 99

表目錄
表2- 1 不同學者對實體環境的分類 9
表2- 2 不同學者對情緒渲染的定義 12
表2- 3 不同學者對情緒表達的定義 16
表2- 4 相關互動品質的定義 19
表2- 5 過去其它顧客的相關文獻 21
表2- 6 餐點品質的分類 25
表2- 7 不同學者對情緒的定義 27
表2- 8 滿意度定義 31
表2- 9 忠誠相關文獻定義 34
表3- 1 假設彙整 42
表3- 2 研究變數之衡量題項與來源 48
表3- 3 實體環境量表之信度值 50
表3- 4 題項修改 50
表3- 5 社交環境量表之信度值 50
表3- 6 餐點品質量表之信度值 51
表3- 7 顧客情緒量表之信度值 51
表3- 8 滿意量表之信度值 51
表3- 9 忠誠量表之信度值 51
表3- 10 實測問卷發放與回收情形 52
表4- 1受測者人口統計分析 55
表4- 2 受測者的消費習慣 57
表4- 3 西堤牛排樣本因素分析 59
表4- 4 顧客情緒一階驗證性因素分析 62
表4- 5 顧客情緒二階驗證性因素分析 62
表4- 6 整體測量模式之配適度檢定 63
表4- 7 整體測量模式估計 63
表4- 8 區別效度 65
表4- 9 結構模式之配適度檢定 67
表4- 10 結構模式之路徑係數與假設檢驗 67
表4- 11 路徑綜合分析比較(依影響大小排序) 67



圖目錄
圖1- 1 研究流程圖 5
圖3- 1 本研究架構 41
圖3- 2 問卷設計流程 45
圖4- 1 本研究之結構模式 66
圖4- 2 結構模式之標準化係數路徑圖 67
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