隨著社會風氣的改變，國人外食人口比例逐年上升，在台灣餐飲業每年6%至9%的成長下，產值已在105年突破了4400億元，雖然早餐業者規模普遍較小，但市場卻相當龐大，隨著國人對消費型態的改變，早餐業也開始重視經營績效，本研究探討早餐業顧客所在意服務內容，藉此提升服務品質去影響顧客滿意度，進而提升顧客忠誠度以提高經營績效。
因此，本研究以彰化MORNI早餐連鎖餐廳顧客為研究對象，透過量化方式採「問卷調查法」，以問卷調查方式探討環境氛圍、服務品質、顧客滿意度、顧客忠誠度之間關係，並以本研究結論找出能讓消費者感動的因素與價值，提供早餐業者做出市場區隔建立品牌價值提升消費者購買意願。
本研究發放問卷對象為彰化區MORNI早餐的消費者，共發放379份問卷，扣除填答不全的問卷，實得有效問卷為363份，問卷有效率為95.8%，運用信度分析、差異分析及迴歸分析等方式探討相關影響程度。
研究結果發現：
1. 環境氛圍越好，顧客滿意度及忠誠度也越高。
2. 服務品質越高，顧客滿意度及忠誠度也越高。
3. 從環境氛圍、服務品質發現對顧客滿意度及顧客忠誠度皆有顯著正向影響。
4. MORNI早餐消費者主要分佈在20-40歲間，而在環境氛圍和服務品 質兩者間，消費者較重視MORNI早餐的服務品質。

關鍵詞：環境氛圍、服務品質、顧客滿意度、顧客忠誠度

With social changes, the proportion of people having food away from home has increased year after year. The catering industry, in Taiwan, records 6 to 9% annual growth, with an output value exceeding NT$440 billion in 2016. Though the breakfast industry is generally smaller in scale yet the market is humongous, it follows the change in consumption patterns of fellow countrymen and has also started paying attention to business performance. This research explores what customers care about in the breakfast industry’s services in order to improve the service quality so as to boost consumer satisfaction and thereby enhancing the degree of customer loyalty to improve operating performance.
Therefore, this research takes Chunghwa MORNI Breakfast Chain Stores’ customers as the objects of study. Through the quantitative method and by using the「questionnaire survey」, it investigates the relationship between service quality, customer satisfaction degree and customer loyalty, to find out conclusively the factors and values that can move the customers, that can make the breakfast industry segment to establish its consumer brand awareness and accelerate customer purchasing intention.
This research provide questionnaire object for Chunghwa area MORNI breakfast consumer, In this study, 379 questionnaires were collected, and 363 valid questionnaires were collected. The effective rate was 95.8%. The relevant effects were discussed by reliability analysis, variance analysis and regression analysis.
The results found that:
1. The ambient atmosphere is better, the customer degree of satisfaction and the loyalty are also higher.
2. The service quality is higher, the customer degree of satisfaction and the loyalty are also higher.
3. From the ambient atmosphere, the service quality discovered all has the remarkable forward influence to the customer degree of satisfaction and the customer loyalty.
4. The MORNI breakfast consumer mainly distributes in during 20-40 year old, but in the environment atmosphere and service quality both, the consumer takes the MORNI breakfast the service quality.

Keywords: Ambient Atmosphere, Service Quality, Customer Satisfaction Degree, Customer Loyalty Degree.

誌謝------------------i
摘要------------------ii
Abstract-------------iii
目錄------------------v
表目錄----------------vii
圖目錄----------------viii
第一章 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---------2
第四節 研究問題---------3
第五節 名詞解釋---------4
第二章 文獻探討--------5
第一節 環境氛圍---------5
第二節 服務品質---------7
第三節 顧客滿意度-------9
第四節 顧客忠誠度-------11
第三章 研究方法--------13
第一節 研究架構---------13
第二節 研究假設---------14
第三節 研究方法---------14
第四節 研究步驟與流程----15
第四章 研究結果---------26
第一節 樣本結構---------26
第二節 變項信度驗證------28
第三節 迴歸分析----------30
第四節 差異性分析--------32
第五節 總結-------------36
第五章 結論與建議--------37
第一節 結論-----------37
第二節 建議-------------38
參考文獻----------------40

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