服務品質、品牌形象、顧客滿意度與再購意願之關係-以餐飲業為例

The service quality and brand image on customer satisfaction and repurchase intentions in Food and beverage industry

洪芸湘(Yung-Hsiang Hung)

指導教授 ： 李汶娟

長榮大學/管理學院/國際企業學系(所)/碩士(2011年)

https://doi.org/10.6833/CJCU.2011.00058

摘要

根據經濟部統計處(民99)之統計，其餐飲業之營業額為3,447億元，較民國98年之營業額為3,217億元其增長了7.12%，因應不景氣之環境，消費者行為大幅的改變，在有效的資源下，消費者的需求也相對要求更高，消費者對餐飲的要求除好吃、服務好以外，對環境氛圍、品牌認同、物超所值…等各方面的要求更是消費願意的主要因素。
本研究藉由問卷調查，探討吃到飽餐廳的服務品質、品牌形象、顧客滿意度與再購意願之關係，同時利用人口統計變數與吃到飽餐廳的相關問題對各構面之影響程度進行分析。本研究結分析結果發現：服務品質對顧客滿意度有顯著正向影響；品牌形象對顧客滿意度有顯著正向影響；顧客滿意度對再購意願有顯著正向影響。
鑒於上述之結果，本研究建議在吃到飽餐廳市場下，業者若能提供完善的顧客滿意度，不僅能影響消費者的再購意願，對於吃到飽餐飲業而言亦能得到消費者之信任，建立長期之競爭優勢。

關鍵字

服務品質 ； 品牌形象 ； 顧客滿意度 ； 再購意願 ； 餐飲業

並列摘要

According to the statistics of Ministry of Economic Affairs (MOEA), the turnover of Food and Beverage Industry in 2010 reached $NT 344.7 billion, a 7.12% growth from $NT 321.7 billion in 2009. Due to economic recession, consumer behavior is dramatically changed. With limited resources, consumer demand is relatively higher. Apart from good taste and service, various requirements, such as restaurant atmosphere, brand identity, value for money, and so forth, influence consumer willingness to pay.
This study utilizes questionnaires to explore the relationship among service quality, brand image, customer satisfaction, and repurchase intentions in all-you-can-eat buffet restaurants, and to analyze demographic variables as well as the influence of related questions for these restaurants. The results of the study are as the following: both service quality and brand image bring significantly positive influence on customer satisfaction; customer satisfaction has remarkably positive influence on repurchase intention.
In light of the abovementioned results, the study suggests that owners of buffet restaurants should better customer satisfaction. By doing so, owners can not only raise repurchase intention but also earn customers’ trust to build sustainable competitiveness.

並列關鍵字

service quality ； brand image ； customer satisfaction ； repurchase intentions ； food and beverage industry

參考文獻

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