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研究生:陳昇陽
研究生(外文):Sheng-Yang Chen
論文名稱:溝通風格影響互動品質與品牌偏好之研究-以餐廳為例
論文名稱(外文):The Effect of Communication Style on the Interactional Quality and Brand Preference - An Empirical Study of Restaurant Industry
指導教授:陳柏蒼陳柏蒼引用關係
指導教授(外文):Po-Tsang Chen
學位類別:碩士
校院名稱:銘傳大學
系所名稱:觀光事業學系碩士班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:75
中文關鍵詞:互動品質品牌偏好溝通風格
外文關鍵詞:Communication StyleBrand PreferenceInteractional Quality
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現今餐廳市場競爭激烈,從相關的研究可以發現,服務人員在服務接觸中扮演著著重要角色,因此餐廳經營者要思考如何訓練服務人員,透過正確的溝通風格,與良好的互動方式,才能提升消費者對餐廳的品牌偏好。本研究主旨在了解消費者對餐廳服務人員的溝通風格是否會影響互動品質及品牌偏好。本研究採用便利抽樣的方式進行問卷調查,調查對象是到過美式餐廳金色三麥、中式餐廳鼎泰豐和日式餐廳海壽司用餐過的消費者,共回收紙本問卷435份,扣除無效問卷35份,得有效樣本為400份。實證結果發現:溝通風格中的印象留存性、注意性、好辯性、友善性、支配性、輕鬆性,對互動品質有顯著的影響;而互動品質 (態度、行為、專業)對品牌偏好也都有正向的影響。本研究期望幫助服務業者歸納出一套好的服務模式,為餐廳的經營業者帶來更大的效益。
Nowadays in society, due to fierce competition, restaurants operators need to think about how to training restaurant staff have good communication styles, and good interactional quality to enhance the restaurants Brand Preference is a very important thing. According to the theoretical support in literature, communication style of service provider is the key to encourage good interaction with customers and also an important indicator of interactional quality and brand preference. This study aims to understand communication style and interactional quality and brand preference. Convenience sampling is conducted to collect 435 questionnaire onsite of restaurant from Lebledor, Dintaifung restaurant, Hisushi restaurant; A total of 400 samples is valid for further analysis. This research investigated the relationships between communication style, interactional quality, and brand preference in restaurant industry in Taiwan. The empirical results showed that communication styles (Impression Leaving, attentive, Argumentative, friendly, Dominant, and relaxed) have the positive effect on interactional quality. ; Interactional quality. Have the positive effect on brand preference. We expect the results can help companies to sum up a good service model and bring more benefits to them.
目錄
摘 要 ii
ABSTRACT iii
誌謝 v
表目錄 viii
圖目錄 1
第壹章 緒論 1
第一節 研究背景與動機 2
第二節 研究目的 5
第三節 研究流程 6
第貳章 文獻探討 7
第一節 溝通與溝通風格 7
第二節 互動品質 19
第三節 品牌偏好 23
第參章 研究方法 27
第一節 研究架構 27
第二節 研究假設 28
第三節 問卷設計 32
第四節 研究對象與資料蒐集方法 37
第肆章 資料結果與分析 40
第一節 樣本之敘述性統計分析 40
第二節 信度分析 43
第三節 相關分析 44
第四節 線性迴歸分析 (Regression Analysis) 45
第伍章 結論與建議 48
第一節 研究結論 48
第二節 迴歸分析討論建議 49
第三節 研究限制與後續研究建議 54
參考文獻 55
附錄 64
問卷調查 64
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