顧客滿意度及服務品質對餐飲業的重要性: 以台灣王品台塑牛排餐廳為例

The Importance of Customer Satisfaction & Service Quality in Restaurant Industry: A Case of Wang Steak Restaurant in Taiwan

馬雀絲(Ma. Charisse Barquin)

指導教授 ： 盧昱蓉

中原大學/商學院/國際商學碩士學位學程/碩士(2014年)

https://doi.org/10.6840/cycu201400427

摘要

本研究主旨為發展品牌價值並提升顧客再購決策，而深入探討顧客滿意度、品牌意象、品牌忠誠度，以及服務品質。透過直接管道以了解顧客需求是經營者的重點，與王品牛排的顧客訪談，將有助於了解顧客的態度與餐廳服務品質及產品熟悉度間的關聯性，並直接關係到顧客未來再次登門的意圖。否則，顧客忠誠度轉至其他競爭對手會是巨大的潛在損失。

關鍵字

顧客滿意度 ； 品牌意象 ； 品牌忠誠度 ； 服務品質

並列摘要

The aim of this research study was to explore customer satisfaction, brand image, brand loyalty, and service quality in order to develop brand performance and enhance repeat acquisition decisions. It is important to be informed of customer needs and wants by direct means. The interviews conducted of Wang Steak customers will lead to better understanding how diners’ attitudes relate to service quality and product familiarity. The insights of this study directly relate to customers’ future return intention. Otherwise, the potential loss due to customer’s changing loyalty to other competitors can be substantial.

並列關鍵字

brand loyalty ； service quality ； brand image ； Customer satisfaction

參考文獻

Bateson, J., & Hoffman K. (2000). Service quality and customer satisfaction in the restaurant business: Case study- sagarmatha nepalese restaurant in Vantaa. Unpublished thesis, Central Ostrobothnia University of Applied Sciences, Finland, EU.

Aaker, D. A. (1991). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal, 12( 1), 83–107.

Aaker, D. A. (1991). Perceived quality: A market driven and consumer oriented approach. Food Quality and Preference, 6, 177-183.

Bennett, R. (2001). What makes customers brand loyal: A study on telecommunication sector of Pakistan. International Journal of Business and Social Science, 2(14), 213-221.

Berry, L. L. (2000). Brand equity: Is it more important in services? Journal of Services Marketing, 15(5), 328-342.