餐飲服務業中服務品質、互動強度與忠誠度關係之驗證：探討關係品質的中介角色

Examining Relationships between Service Quality, Interaction Intensity and Loyalty in the Food and Beverage Industry: The Mediated Role of Relationship Quality

林谷合(Ku-Ho Lin) ； 蕭櫓(Lu Hsiao) ； 彭耀平(Yao-Ping Peng)

《觀光休閒學報》 18卷2期 (2012/08) Pp. 135-161

https://doi.org/10.6267/JTLS.2012.18(2)3

摘要

本研究採關係行銷理論與認知－情感－意動－行動模式，在餐飲服務業者對顧客下驗證關係品質的中介歷程模式。本研究將關係品質的前置變數分為互動強度與服務品質，並探討兩前置變數對關係品質內情感衡量構面是否具有高低程度之分，進而形成後續的忠誠態度與行為。本研究發放400份問卷，扣除亂答與漏填等無效問卷後，共計313份有效問卷，並利用LISREL統計軟體進行驗證性因素分析及結構方程模式；實證研究的結果顯示，服務品質與互動強度對於承諾的效果皆不具統計顯著，對滿意度與信任具有正向影響，表示滿意度與信任係為連結前置變數與高階情感變數的橋樑，並透過承諾的形成以鞏固顧客忠誠。最後，研究結果除了顯示對於收取服務費的餐飲服務業者對顧客的關係維持與建立外，亦可瞭解情感變數間的相互關係，並提出管理意涵與未來研究方向。

關鍵字

服務品質 ； 互動強度 ； 關係品質 ； 忠誠度

並列摘要

This study is to test and verify the intermediary processing model of the relationship quality between catering service providers and customers by adopting the relationship marketing theory and the cognition-emotion-conation-action mode. This study divides the antecedents of the relationship quality into interaction intensity and service quality and discusses whether the aforementioned two variables have different degrees on the emotional measure facet in the relationship quality, because the emotional measure facet will further form the subsequent loyal attitude and behavior. This study issued altogether 400 questionnaires, after eliminating invalid questionnaires, there were 313 valid questionnaires. In this study, there used LISREL for confirmatory factor analysis and structural equation model. The empirical results show: the service quality and strength of interaction for commitment don't have statistically significant and have positive influence on satisfaction and trust, which means satisfaction and trust is prerequisite for connecting antecedents and high-order emotional variables and solidify customer loyalty through commitment's formation. Finally, the results of this study show not only catering service provider with service charge for customer relationship's maintenance and establishment but also interrelationship between emotional variables. Furthermore, the result also proposes management implications and direction of future research.

並列關鍵字

service quality ； interactive intensity ； relationship quality ； loyalty

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