促銷策略、關係行銷、服務品質與顧客滿意度之研究─以餐飲業為例

A Study on the Relationships between Promotion Strategy, Relationship Marketing, Service Quality and Customer ‘s Satisfaction –A Case of Food and Beverage Industry

黃王(Hoang Vuong)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2011年)

https://doi.org/10.6841/NTUT.2011.00372

摘要

在現今行銷過程中，餐飲企業體已逐漸重視並關切長期顧客的重要性，其主因是開發新顧客將比舊顧客的成本高，且長期顧客對企業利潤的貢獻度將高於短期顧客；換言之，企業如果能降低顧客的背離率，其利潤更會快速成長，因為忠誠的消費者可同時帶來更多利潤。尤其是餐飲業。一般而言，餐飲企業的營收需求來自新顧客和重覆購買的舊顧客，所以餐飲企業除了應積極爭取新的顧客之外，更應確保目前的顧客群，把服務品質、關係行銷提高。並同時與其建立長久的顧客關係。
本研究經由相關文獻探討，整合過去的學者著作及相關研究，分析餐飲業中，促銷策略、服務品質、關係行銷與顧客滿意度之關連性研究。因此將台北地區餐飲業消費者與行銷人員作為研究對象，通過問卷調查法，並依線性結構模式，探討該產業之促銷策略、服務品質、關係行銷、顧客滿意度等概念，互相連結不同概念的因果關係。
本研究以餐飲業，促銷策略、服務品質、關係行銷、顧客滿意度做整體面向的探討，企圖提出較具整體的研究架構，以探討人員人格特質是否對所傳達之服務品質、企業形象、關係品質對消費者滿意度與忠誠度產生影響，研究結果並提供企業對內作為人員適才適所選任，對外作為了解顧客需求與改善顧客關係參考。

關鍵字

促銷策略 ； 關係行銷 ； 服務品質 ； 顧客滿意度 ； 餐飲業

並列摘要

In these years, as the society changes rapidly and the economy shifts hastily, consumers no longer focus on the needs or the function of the products. Instead, they rely heavily on the Service Quality as well, such as the stylish ID and Satisfaction.
This research, hinged on the literature review and relevant studies, explores how to radically raise the business performance by brand management, as well as how to build up the advantage among the tough competition, in order to run the business as long as possible. Food and Beverage Industry market is analyzed by various inter-connected factors, such as: Promotion strategy, Service Quality, Relation Marketing and Customer’s Satisfaction. The consumers in Taipei are chosen as the subject of the research, through the methodology of questionnaire linear structure model, to examine the interrelated concepts of: Promotion Strategy, Service Quality, Relation Marketing, Customer’s Satisfaction, which in the long run result to substantial benefit in sales.
This research takes the industry of, Food and Beverage Industry as the experimental subject. The data collected from questionnaire investigation method in Taipei, probe into Food and Beverage Industry this: Promotion Strategy, Service Quality, Relation Marketing, Customer’s Satisfaction by way of T test and Amos linear structure.
1. There is a significant, positive correlation between Promotion Strategy and Service Quality.
2. There is a significant, positive correlation between Relation Marketing and Service Quality
3. There is a significant, positive correlation between Service Quality and Customer’s Satisfaction.
4. There is a significant, positive correlation between Promotion Strategy and Customer’s Satisfaction.
5. There is a significant, positive correlation between Relation Marketing and Customer’s Satisfaction.
The survey takes consumer of a Food and Beverage Industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.

並列關鍵字

Promotion strategy ； Service Quality ； Relation Marketing ； Customer’s Satisfaction ； Food and Beverage Industry

參考文獻

1. 孫路弘(1996)，餐飲服務品質管理，觀光研究學報，2(1)，79-91。

34. Parasuraman,Zetihaml and Berry (1988) SERVQUAL : a multiple-item scale for measuring customer perceptions of service quality,journal of retailing,64(1),12-40.

3. Anton ,J.,(1996) “customer relationship management”,prentice hall.

5. Bagozzi, R.R.(1980), Causal Models in Marketing. NY：Wiley.

8. Buttle,F.,(1996) “SERVQUAL :review,critique,research agenda” European Journal of Marketing Reseach ,pp.7-27.