餐飲廣告訊息與服務品質

Relationship between Perceived Service Quality and Communication of Service Quality through Advertising

孫路弘(Lou-Hon Sun) ； 郭慧婷(Hui-Ting Kuo)

《餐飲管理學術研討會論文集》 第五屆 (2000/12) Pp. 39-50

https://doi.org/10.6640/TSFBM.2000.05.03

摘要

廣吿傳遞服務訊息，介紹服務的特性，進而影響顧客對服務的期望，因此廣吿爲服務品質管理上重要的環節，而餐飮業欲提昇服務品質亦可由廣吿著手。本硏究以服務品質缺口管理模式爲架構，運用餐飮服務品質量表爲問卷基礎進行調查，並採內容分析法解構餐飮廣吿服務訊息，企圖探討顧客對服務品質認知與廣吿服務訊息之關聯性。本硏究對象爲中部地區某知名國際觀光飯店之餐廳顧客及該飯店餐飮平面廣吿。顧客抽樣有效樣本爲105份，廣吿共計41份。問卷調查分析結果顯示消費者對服務五構面的重視程度呈現均衡的狀態，內容分析結果發現廣吿服務訊息以賞心悅目構面最爲凸顯。作者根據顧客服務品質的重視及期望達成程度與廣吿內容分 析之比較結果，提出廣吿服務訊息規劃與服務品質提昇之建議。

關鍵字

餐廳 ； 服務品質 ； 廣吿

並列摘要

Providing quality service has become an increasingly important issue in the hospitality industry. Customer service expectations are influenced by advertising, it is important to better understand the customer perceptions of service quality in relation to the service quality cues of the advertisement. The survey was administered to 105 customers in a hotel's restaurants and analyzed 41 printed food and beverage advertisements of the hotel. This study revealed that relatively few service quality cues are contained in the advertisements. Tangible is the most popular advertising cues. A gap between the perceptions of customers and the communication of service quality through advertising was identified.