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研究生:吳姿嫻
研究生(外文):WU, TZ-SHIAN
論文名稱:探討餐飲業服務補救態度對滿意度及忠誠度之影響─以高/低服務水準比較
論文名稱(外文):Exploring the Impact of Service Recovery Attitude on Customer Satisfaction and Loyalty in the catering service ─ comparing high versus low service level
指導教授:邱彥婷邱彥婷引用關係
指導教授(外文):CHIU, YEN-TING
口試委員:田文彬陳宥杉
口試委員(外文):TIEN, WEN-PINCHEN, YU-SHAN
口試日期:2017-05-31
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理系碩士班
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:2017
畢業學年度:105
語文別:中文
論文頁數:61
中文關鍵詞:服務疏失服務補救態度顧客滿意度顧客忠誠度服務水準餐飲業
外文關鍵詞:service failureservice recoveryattitudecustomer satisfactioncustomer loyaltyservice levelcatering service
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餐飲業的發展已漸漸成為台灣商業服務業中主要的趨勢,外出享受美食的習慣已然融入台灣生活之中,但卻因為每間餐廳服務性質的不一,再加上無法避免的人為疏失,導致餐飲業經常發生服務疏失。在面對服務疏失的情況下,本研究探討顧客對於餐飲業者的補救態度及補救後的滿意度與忠誠度之間的關係及影響,且以兩個不同的餐廳類別包括高服務水準的餐廳及低服務水準的速食餐廳,來做為比較顧客對餐廳業者的補救態度、滿意度及忠誠度是否有顯著差異。

本研究採用便利抽樣方式,共取得250份有效樣本,以迴歸分析驗證研究假設。研究結果如下:1.補救態度對顧客滿意度有正向影響。2. 顧客滿意度對顧客忠誠度有正向影響。3. 顧客滿意度完全中介補救態度對顧客忠誠度的影響。4.在高、低服務水準的比較下,顧客對補救態度有顯著差異。5.在高、低服務水準的比較下,顧客對顧客滿意度沒有顯著差異。6.在高、低服務水準的比較下,顧客對顧客忠誠度沒有顯著差異。本研究依據上述研究結果,提出具體的管理意涵及建議協助餐飲業者審定出有效的補救策略。

The development of catering service has gradually become the main trend in Taiwan’s business service sector, and the hobby of eating out is already integrated into Taiwan’s lifestyle. However, the service of each restaurant is different, and human negligence to leading service failure is unavoidable. This study explores the relationship between customer’s service recovery attitude, service recovery satisfaction and loyalty. Besides, two different types of restaurants are compared, including a high service level restaurant and a fast food restaurant.

Adopting convenience sampling, 250 effective questionnaires were collected. We use regression analysis to prove the hypotheses. The research outcome shows that:1. Recovery attitude has a positive effect on customer satisfaction. 2. customer satisfaction has a positive effect on customer loyalty. 3. The relationship between Recovery attitude and customer loyalty is completely mediated by customer satisfaction. 4. There’s a significant difference in customer’s recovery attitude among high/low service level restaurant guests. 5. There’s no significant difference in customer satisfaction among high/low service level restaurant guests. 6. There’s no significant difference in customer loyalty among high/low service level restaurant guests. According to the results above, specific management implication and suggestions to the catering service are proposed on how the restaurants can set up the effective recovery strategy.

摘要 i
Abstract ii
目錄 iv
表目錄 vi
圖目錄 vii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 產業背景 4
第二節 服務疏失與補救 10
第三節 態度 14
第四節 顧客滿意度 16
第五節 顧客忠誠度 19
第六節 服務水準 21
第參章 研究方法 22
第一節 研究架構與假設推論 22
第二節 研究變數及操作型定義 24
第三節 問卷設計與抽樣方法 26
第四節 前測分析 27
第五節 分析工具 29
第肆章 研究結果 32
第一節 樣本描述 32
第二節 各變數描述性統計 37
第三節 因素分析 38
第四節 信度分析 38
第五節 相關分析 40
第六節 假設檢定 40
第伍章 結論與建議 45
第一節 研究結果 45
第二節 實務意涵 46
第三節 研究限制 50
第四節 未來研究方向 50
參考文獻 51
附錄一 正式問卷之高服務水準 58
附錄二 正式問卷之低服務水準 60
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9. 台北市市民運動中心服務品質、顧客滿意度與忠誠度之相關研究
10. 服務品質、顧客滿意度與顧客忠誠度關係之研究-以證券商為例
11. 國際觀光旅館之品牌形象、服務品質與顧客滿意度及忠誠度之研究
12. 服務補救不一致,服務補救後滿意度與消費者後續行為意圖之關係研究
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14. 電子商務顧客價值、滿意度與忠誠度之研究-以電子商店為例
15. 服務品質、關係品質、顧客滿意度與忠誠度影響關係之研究-以臺北市市民運動中心為例
 
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