本研究的主要目的在探討三地門瞭望台土雞城餐廳的顧客對食物品質、服務品質和忠誠度的評價,並探討食物品質和服務品質對顧客忠誠度是否具有顯著的預測力。本研究採問卷調查法,使用便利樣本,請在餐廳用餐的消費者,以二維條碼QR Code的方式線上填寫問卷,共發出513份問卷,回收500份有效問卷,有效問卷的回收率為97%。本研究使用SPSS統計軟體20.0進行資料的分析,統計方法有敍述性統計、t檢定、變異數分析及多元迴歸分析。研究結果顯示,三地門暸望台土雞城餐廳的消費者對食物品質、服務品質和忠誠度的評價在同意以上程度。食物品質和服務品質對消費者的忠誠度有顯著的預測力。食物品質構面中以口味和新鮮度為預測力最高的因子。本研究的研究限制、實務意涵和未來研究於文中討論。
The purposes of this study are to investigate customers’ perceptions of food quality, service quality and loyalty and to explore the impact of food quality and service quality on loyalty at Sandimen Liaowang-Tai Native Chicken Restaurant in Pingtung. A convenient sample of 513 customers was online surveyed and 500 valid questionnaires were returned resulting a 97 % of responding rate. Descriptive statistics, t-test, analysis of variances and multiple regression analysis were used to analyze data using SPSS Results showed that costumers’ perceptions toward food quality, service quality and loyalty are above average. Food quality and service quality are significant predictors of customer loyalty. Among dimensions of food quality, food taste and freshness are two powerful predictors of customer loyalty. Research limitations, implications, and future suggestions are discussed.