休閒主題餐廳員工訓練內容對顧客滿意度與行為意向關係之研究

A Study on the Effect of Content of Employees' Training in Leisure Theme Restaurants on Relationship between Customer Satisfaction and Behavioral Intention

汪芷榆(Chih-Yu Wang) ； 查宜君(Yi-Jyun Jha) ； 張芯瑀(Hsin-Yu Chang)

《國立臺中技術學院學報》 15期 (2011/06) Pp. 33-46

https://doi.org/10.29427/JNTIT.201106_15.0003

摘要

以休閒主題餐廳之顧客為抽樣對象，從顧客的觀點，探究其實際服務之需求，以提供休閒主題餐廳業者訓練員工之參考。故欲探討休閒主題餐廳員工必需施予之訓練內容？及員工訓練內容對休閒主題餐廳顧客滿意度與行為意向之關係？顧客滿意度與行為意向之關係？顧客滿意度是否對員工訓練內容與行為意向間有中介效果？是故，本研究欲深入研究，透過實證觀點，以建構休閒主題餐廳員工訓練對顧客行為意向之相關知識。本研究係透過便利抽樣方式，請最近二年內曾至休閒主題餐廳用餐之消費者為實證研究對象；於99年1月21日至99年2月25日期間之週一至週日進行抽樣，問卷發放共計320份，去除無效問卷或未填寫完成者，實際可用的有效樣本共259份，回收率為80.9%。利用層級迴歸分析方法，獲得以下結果：1.休閒主題餐廳員工訓練之內容對顧客行為意向有部份顯著正向影響。2.休閒主題餐廳員工訓練內容對顧客滿意度有部份顯著正向影響。3.休閒主題餐廳顧客滿意度對行為意向有顯著正向影響。4.休閒主題餐廳顧客滿意度對員工訓練內容與顧客行為意向間呈部份中介效果。

關鍵字

休閒主題餐廳 ； 員工訓練 ； 顧客滿意度 ； 行為意向

並列摘要

The study takes samples from customers of leisure theme restaurant to explore, from customers' perspectives, their actual service demand to provide leisure restaurants owners a reference on employees' training. Thus, the study explores content of training provided to employees of leisure theme restaurants, effect of such content on relationship between customers' satisfaction and behavioral intention, relationship between customer satisfaction and behavioral intention, and whether customer satisfaction has mediating effect on content of employees' training and behavioral intention.The study aims to go in-depth through empirical point of view to construct relative knowledge regarding employees' training in leisure theme restaurants on customers' behavioral intention. The study applies convenient sampling method on customers that have been to leisure theme restaurants over the past two years. Samples were taken everyday from January 21, 2010 to February 25, 2010. In a total of questionnaire surveys issued, after deducting invalid or incomplete ones, the actual valid samples are 259, which is 80.9% of returning rate.The study uses hierarchical regression analysis and the results obtained are as follows:The content of employees' training in leisure theme restaurants has a partially significantly positive effect on customers' behavioral intention.The content of employees' training in leisure theme restaurants has a significantly positive effect on customer satisfaction.The customer satisfaction in leisure theme restaurants has a significantly positive effect on their behavioral intention.The customer satisfaction in leisure theme restaurants has a partially mediating effect on content of employees' training and customers' behavioral intention.

並列關鍵字

leisure theme restaurants ； employees' training ； customer satisfaction ； behavioral intention