鐵板燒餐廳服務品質、再購意願與口碑關係之實證研究

The Study of Relationships among Service Quality, Repurchase Intentions and Word of Mouth of Teppanyaki Restaurant

蔡宗君(Tsung-Chun Tsai) ； 陳秀芬(Hsiu-Fen Chen) ； 鍾永貴(Yung-Kuei Chung)

《人文社會科學研究》 5卷3期 (2011/09) Pp. 39-56

https://doi.org/10.6284/NPUSTHSSR.2011.5(3)3

摘要

本研究目的（一）驗證「鐵板燒餐廳服務品質、再購意願及口碑」因果模式之關係，（二）探討鐵板燒餐廳服務品質對消費者再購意願及口碑的影響力。本研究以結構方程模式來驗證服務品質影響模式於鐵板燒餐廳的適配程度並藉以探討服務品質、再購意願與口碑的因果關係，作為鐵板燒餐廳改進服務品質之依據。本研究對象為高雄市鐵板燒餐廳消費者，以立意抽樣的方式發放問卷，共回收412份有效問卷。研究結果發現：1. 本研究具有良好適配度。2. 研究模式中自變項對依變項其直接效果：「服務品質」對「再購意願」、「服務品質」對「口碑」等2個直接效果，均達到顯著水準。由研究結果得知，提昇服務品質對再購意願及口碑都有顯著的正面影響。因此，建議業者由服務品質影響模式中的有形性、可靠性、反應性、保證性及關懷性等五個因素建立相關具體的管理制度以提昇服務品質，進而提高顧客的再購意願及口碑。

關鍵字

服務品質 ； 再購意願 ； 口碑 ； 結構方程模式

並列摘要

The purpose of this study was to confirm the causality relationship among quality of service, customer repurchase intention, and word of mouth. Also, the explorations of service quality in teppanyaki restaurants influence customer repurchase intention and word of mouth. The method of this study was based on the structural equation model to confirm the service quality will impact on teppanyaki restaurants' adaptability; then, the discussion of the causality of service quality, customer repurchase intention, and word of mouth will become the foundation of improving the quality of service in teppanyaki restaurants. The subjects in this research are customers of teppanyaki restaurants in Kaohsiung City. The subjects received questionnaires randomly. The total valid questionnaires were four hundred and twelve. The results show that: 1. The research has an excellent adaptability. 2. The model of this research affects the independent variables on the dependent variables directly: ”Service quality versus the repurchase intention” and ”Service quality versus word of mouth.” Both of the effects meet the significant level. According to the results, promoting the service quality has positive impact on customer repurchase intention and word of mouth. Therefore, we suggest five factors which based on the service quality to operators: tangibility, reliability, responsiveness, assurance, and thoughtfulness. The five factors were established on related and specific model in order to improve service quality and then increasing customer repurchase intention and word of mouth.

並列關鍵字

service quality ； repurchase intentions ； word of mouth ； structuralequitation model

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