服務品質、顧客滿意度與顧客忠誠度相關性之研究─以梅嶺風景區餐廳為例

A Study of the Relationship among Service Quality, Customer Satisfaction and Customer Loyalty: Taking Restaurants in Meiling Scenic Area as Example

許鴻文(Hung-Wen Hsn)

指導教授 ： 劉家銘

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2015年)

https://doi.org/10.6833/CJCU.2015.00194

摘要

本研究旨在探討梅嶺風景區餐廳服務品質、顧客滿意度與顧客忠誠度的相關性，並檢視顧客滿意度的中介效果。本研究方法採文獻分析法與問卷調查法，以梅嶺風景區餐廳的顧客為施測對象，採便利抽樣方式，共發出問卷350份，經由篩選及剔除無效問卷後，共獲得有效問卷為307份，有效問卷回收率為87.71%。研究工具為自編「梅嶺風景區餐廳服務品質、顧客滿意度與顧客忠誠度相關性之研究問卷」，內含「服務品質量表」、「顧客滿意度量表」及「顧客忠誠度量表」三種量表，具有良好的信度與效度。統計方法採次數分配與百分比、平均數及標準差、皮爾遜積差相關、階層迴歸分析（Hierarchical Regression Analysis）等方法。
本研究結果歸納如下：
一、服務品質對顧客忠誠度具顯著正向影響。
二、服務品質對顧客滿意度具顯著正向影響。
三、顧客滿意度對顧客忠誠度具顯著正向影響。
四、顧客滿意度對服務品質及顧客忠誠度間具有部份中介效果。
最後，本研究依據研究結果，提出具體建議，以供梅嶺風景區餐廳業者之參考。

關鍵字：服務品質、梅嶺風景區、顧客忠誠度、顧客滿意度

關鍵字

服務品質 ； 梅嶺風景區 ； 顧客忠誠度 ； 顧客滿意度

並列摘要

This study aims at exploring the relationship among service quality, customer satisfaction and customer loyalty in Meiling scenic area, examining the mediating effect of customer satisfaction. This study adopts documentary analysis and questionnaire survey as research methods and takes the customers in Meiling scenic area as objectives. It utilizes convenience sampling, issuing 350 questionnaires. After filtering and deleting invalid ones, there are 307 valid questionnaires. The effective questionnaire return rate is 87.71 %. The research tool is self-made “the relationship among service quality, customer satisfaction and customer loyalty in Meiling scenic area Questionnaire” which includes four measuring scales: “service quality measuring scale”, “customer satisfaction measuring scale” and “customer loyalty measuring scale” which has fine reliability and validity. The statistical methods include frequency distribution and percentage, mean and standard deviation, Pearson’s product-moment correlation, hierarchical regression analysis, etc.
Research results are concluded as follows:
1. Service quality has significant positive influence on customer loyalty.
2. Service quality has significant positive influence on customer satisfaction.
3. Customer satisfaction has significant positive influence on customer loyalty.
4. Customer satisfaction has partial mediating effect service quality and customer loyalty.
Finally, according to the research results, this study proposes some concrete suggestions for the reference of restaurant owners in Meiling scenic area.

Keywords: Service Quality, Meiling Scenic Area, Customer Loyalty, Customer Satisfaction

並列關鍵字

Service Quality ； Meiling Scenic Area ； Customer Loyalty ； Customer Satisfaction

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