知覺價格對知覺品質與滿意度之調節效果研究

The Influence of Perceived Quality on Customer Satisfaction: Moderated Effect of Perceived Price

陳細鈿(Hsi-Tien Chen) ； 呂洛宓(Rlo-Mi Ruu) ； 王宜貞(Yi-Zhen Wang) ； 王蕙瑜(Hui-Yu Wang) ； 袁穎聰(Ying-Chong Yuan)

《休閒產業管理學刊》 6卷1期 (2013/03) Pp. 23-49

https://doi.org/10.6213/JLRIM.2013.6(1)2

摘要

企業與顧客維持長期而穩固的良好關係非常重要，而顧客滿意度是顧客忠誠度、再購意願、口碑及購買行為的重要領先指標，因此評估影響顧客滿意度的重要前因，對企業非常重要。以往有關知覺品質與顧客滿意度間關係的研究相當多元，但多單獨探討商店氣氛或服務品質等對顧客滿意度的影響，同時以商店氣氛、食物品質及服務品質為知覺品質，探討它們對顧客滿意度影響的研究並不多。有關知覺價格在餐飲業知覺品質與顧客滿意度間所扮演的調節角色之研究，更為罕見。故本研究主要目的，在驗證顧客知覺品質對整體滿意度的影響，並探討此種關係是否會受到顧客知覺價格的調節，而產生顯著差異。本研究以連鎖咖啡廳之消費者為實證研究對象，採用問卷調查法進行資料蒐集，然後以信效度分析及迴歸分析等方法加以驗證。結果顯示，知覺品質對整體滿意度有顯著正向的影響，其中服務品質的影響最大，其次為商店氣氛，而食物品質則無顯著影響。另外，知覺價格對知覺品質各構面與整體滿意度的關係具有顯著調節效果，即不同的知覺品質對整體滿意度的影響程度，應視顧客之知覺價格高低而定。本研究結果，期能提供業界制定價格策略及改善知覺品質優先順序之參考，並彌補餐飲學術界在此方面研究之不足。

關鍵字

商店氣氛 ； 食物品質 ； 服務品質 ； 知覺價格 ； 顧客滿意度

並列摘要

It is important for businesses and customers to maintain a stable and long term relationship. At the same time, customer satisfaction is the important index for customer loyalty, repurchase intentions, reputation, and purchase behavior. Therefore, it is crucial for businesses to evaluate antecedents that affect customer satisfaction. Numerous researches have been done on the relationship between perceived quality and customer satisfaction. However, most of them were done on the sole effects of store atmosphere or service quality on customer satisfaction. Only limited researches simultaneously employ store atmosphere, food quality, and service quality as perceived quality, evaluating their effects on customer satisfaction. Even less researches were done on the moderating role that the perceived price plays between the perceived quality of restaurant businesses and customer satisfaction. Hence, the principal purpose of this research is to verify the effect of customer perceived quality on overall satisfaction, and to discuss whether significant relationship exists with the moderation of customer perceived price. The research subjects of this research are chains of coffee shops in Taichung City. Data was collected through questionnaire investigations and verified using reliability and validity analysis and regression analysis. Results showed a significantly positive relationship exists between perceived quality and overall satisfaction. Amongst which, service quality has the most significant effect followed by store atmosphere, while food quality showed no significant effect. On the other hand, perceived price showed a significant moderating effect on the relationship between aspects of perceived quality and overall satisfaction, meaning that the degree of effect of different perceived qualities on overall satisfaction is dependent on customer perceived prices. We expect the research results to provide references for businesses in price establishing strategies and in perceived quality improvement priorities, also to redeem the lack of academic research done in the area.

並列關鍵字

Store atmosphere ； food quality ； service quality ； perceived price ； customer satisfaction

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