餐飲業口碑行銷經營策略、服務品質與顧客滿意度之研究

The influence of Word-of-Mouth Marketing and strategy, Service Quality and Customer Satisfaction in food service industry

陳欣欣(Hsin-Hsin Chen)

《華醫學報》 48期 (2018/06) Pp. 34-44

摘要

面對台灣餐飲業市場增長及連鎖企業蓬勃發展的趨勢，影響餐飲產業的發展。有口皆碑的訊息無形中就影響他人對這個餐飲業的印象，這些經由人與人之間的口碑溝通，無形之中就影響了顧客決策。口碑行銷經營策略確實會造成不可忽視的影響力。餐飲業要隨時加強服務，並盡量增加與顧客互動的機會，對顧客貼心的與適時的關懷更是留住顧客最佳的利器。本研究主要探討餐飲業口碑行銷經營策略、服務品質與顧客滿意度之影響。基於上述的研究背景與動機，本研究以餐飲業顧客為研究對象，研究目的為：探討不同人口背景變項顧客對於餐飲業口碑行銷經營策略、服務品質與顧客滿意度之差異性與中介效果。本研究針對受訪者的性別、年齡、教育程度、平均月收入等不同的人口統計變數，來實證不同背景的顧客是否對口碑行銷經營策略、服務品質與顧客滿意度是否有差異存在。經過本研究實證研究結果指出，不同背景變項的顧客餐飲業口碑行銷經營策略、服務品質與顧客滿意度大部份層面皆有顯著的差異。

關鍵字

口碑行銷經營策略 ； 服務品質 ； 顧客滿意度

並列摘要

In the face of the growth of the industry in Taiwan, the development of the food industry will be affected by the reputation of the message, it has virtually affected the impression of others on the restaurant industry, these through the word of mouth communication between people, affecting the customer's decision-making invisible. Word of mouth marketing business strategy can be ignored. Food industry enhance to strength the service at any time, and try to increase the opportunity to interact with customers, caring for the customer intimate and timely care is to retain customers. It is the best weapon. This study explored the influence of word-of-mouth marketing strategy, service quality and customer satisfaction in the restaurant industry. Based on the above research background and motivation, we takes the customers in the restaurant industry as the research object. The purpose of the study are that to explore the differences and intermediary effects in the restaurant industry on the marketing strategy, service quality and customer satisfaction. In this study, the different demographic variables such as gender, age, educational attainment and average monthly income of respondents had differences in word-of-mouth marketing strategy, service quality and customer satisfaction. After the empirical research results of this study pointed out that different background variables customer service restaurant word of mouth marketing strategy, service quality and customer satisfaction have significant differences.

並列關鍵字

Word-of-Mouth Marketing and strategy ； Service Quality ； Customer Satisfaction