東港是一個全台聞名遐邇的漁港,每年吸引數以萬計的遊客前來觀光與消費。得利於漁港與觀光,當地餐廳必須思考如何吸引消費者。本研究回顧過去有關服務品質與顧客滿意度的研究後發現,許多國內外學者的研究當中常會相互使用,但常因各學者研究的角度不同而有不同的見解,對此,本研究以當地富有盛名的阿忠海鮮餐廳為個案,探討服務品質是否會影響海鮮餐廳的消費者滿意度。 本研究以問卷收集了419份有效問卷,研究結果發現: 一、受訪者對餐廳服務品質各構面感到滿意。 二、服務品質會正向影響受訪者滿意度。 三、價格、效率、態度與整體滿意度的平均分數大多落於第IPA中的第 三象限與第二象限。 四、受訪者的人口背景在服務品質與滿意度沒有太多顯著差異存在。 本研究根據研究發現提供以下建議: 一、經營網路粉絲團,提升顧客認同感。 二、建立顧客資料庫,提供會員優惠。
Donggang is a famous fishery harbor that attracts thousands of tourists to visit and consume each year. The local restaurants which benefit from fishing ports and sightseeing, they need to consider how to attract consumers. In the study, we reviewed numerous researches on service quality and customer satisfaction. We found that many scholars use others study in their research. There are different perspectives depending on the different scholars. Therefore, the study takes A-Jhobg Seafood Restaurant in Donggang as a case study to explore whether service quality would affect the service satisfaction. This study collected 419 valid questionnaires. The results are following. 1. Respondents were satisfied with the various aspects of service quality. 2. The service quality will affect the respondents' satisfaction positively. 3. The average scores for price, efficiency, attitude and overall satisfaction are in the third and fourth quadrants of the IPA. 4. Respondents' population background have no significant differences in service quality and satisfaction. Based on the research results, this study gives the following suggestions: 1. Operating the fan page to enhance customer recognition 2. Create a customer database to provide the discount for membership.