餐酒館服務品質、關係品質對顧客忠誠度之影響

良好的餐飲業發展能反映國家發展程度及人民生活品質，然而餐飲產業對於台灣整體經濟環境之重要性極大，根據經濟部調查統計得知，其產業於十年來依然有著穩定幅度的成長。綜觀整個產業的演變過程中，由於具有門檻低及勞力密集的特性，整體產業經營成本卻不斷攀升，業者若要從激烈競爭中脫穎而出，除了從市場競爭對手彼此之間的優劣強弱中掌握較為重要之改善項目，亦必須重視自身危機並尋求解決之道，為求永續經營目標之追求。因此，藉由探討業者提供之服務品質、關係品質對顧客忠誠度之影響，了解顧客對服務品質滿意程度而影響顧客忠誠度之關聯性以及顧客回流之相關可能性。本研究以個案研究方法探討服務品質實施之回饋情形，並以本研究對象餐酒館之顧客為主軸，觀察其與服務人員所建立之互動關係所相對整體感受之影響程度，透過餐酒館顧客服務品質、關係品質與顧客忠誠度之關聯，做相關文獻探討整理並訂定研究架構。

關鍵字

服務品質；關係品質；顧客忠誠度

並列摘要

The well-developed food and beverage industry development can reflect the country's development level and people's quality of life. However, the food and beverage industry is of great importance to Taiwan's overall economic environment. According to the Taiwan Ministry of Economic Affairs, its industry has still grown steadily over the past decade. By looking at the growing of the entire industry, due to the low threshold and labor-intensive characteristics, the overall industry operating costs have continued to rise. If the industry wants to stand out from the fierce competition, in addition to grasping the strengths and weaknesses of the market competitors, it is more important. For improvement projects, we should also pay attention to our own crisis and seek solutions to the pursuit of sustainable business goals. Therefore, by discussing the impact of service quality and relationship quality provided by the industry on customer loyalty, the relationship between customer satisfaction with service quality and customer loyalty and the possibility of customer return are understood. In this study, we will use case studies to discuss the feedback on the implementation of service quality, and take the customers of the restaurant and restaurant as the main axis to observe the impact of the relative overall feelings on the interaction relationship established with the service staff. Through the restaurant and restaurant customer service The relationship between quality, relationship quality and customer loyalty, do related literature to discuss and organize and set a research framework.

並列關鍵字

service quality ； relationship quality ； customer loyalty

參考文獻

李曄淳、呂佳茹(2012)。服務互動程度與關係品質相關性之比較。育達科大學報，(32)，105-121。 doi: 10.7074/YDAJB.201209.0105

廖成文、廖宇婕(2010)。餐飲業服務品質構面與顧客滿意度之研究。萬能商學學報，(15)，167-181。 doi: 10.29678/VCJ.201007.0011

Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54 (July), 68-81. doi: 10.2307/1251817

Kim, W.G., Lee, Y.K., & Yoo, Y. J. (2006). Predictors of relationship quality and relationship outcomes in luxury restaurants, Journal of Hospitality and Tourism Research, 30(2), 143-169. doi: 10.1177/1096348005285086

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. doi: 10.2307/1252099

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餐酒館服務品質、關係品質對顧客忠誠度之影響

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