服務品質對顧客抱怨之影響：兼論美食成癮的調節效果

The Impact of Service Quality on Customer Complaints: And the Moderating Effect of Gourmet Addiction

戴友榆(You-Yu Dai) ； 王聰(Chuang Wang)

《休閒產業管理學刊》 12卷1期 (2019/03) Pp. 1-16

https://doi.org/10.6213/JLRIM.201903_12(1).0001

摘要

餐飲業者在服務業日趨激烈的競爭之下，大多重視和專注於服務品質的提升，用心向顧客提供服務和良好的用餐環境。過去的諸多研究已經對服務品質提出了相關理論，本研究以中國知名中檔餐廳海底撈為例，以美食成癮為調節變數，探究其在服務品質和顧客抱怨之間的調節作用。採用問卷調查實證研究架構，以路徑分析和結構方程模式分析量化結果。結果顯示，餐廳業者提供愈優質的服務，愈能減少顧客抱怨的程度。對饕客而言，愈注重美食內容的消費者將愈不易滿意於業者服務，從而更加增加抱怨行為的可能性。本研究期對餐飲業者提供借鑒意義。

關鍵字

服務品質 ； 顧客抱怨 ； 美食成癮 ； 調節效果 ； 餐飲業

並列摘要

In service sector, under increasingly fierce competition, most of hospitality industry pay attention and focus on improving service quality. They have intentions to provide good service and environment for customers dining. Past studies have proposed many theories on service quality. This study takes famous mid-level restaurant, Haidilao hot pot, in China for example. We use gourmet addiction as moderating variable, to explore its moderating role between service quality and customer complaints. Questionnaire survey was used to empirically test research framework. Path analysis and structural equation modeling are adopted to analyze the quantitative results. The results show that once the restaurant operators provide more better-quality services, more able to reduce the customer complaints level. For gourmands, consumers who more focus on food content will be more unsatisfied with the service, which increase the possibility of complain behavior. This study is expected to provide reference for the catering industry.

並列關鍵字

service quality ； customer complaints ； gourmet addiction ； moderating effect ； catering industry

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