探討服務補救與顧客滿意度及顧客忠誠度之關聯性研究

Are Customers Always Right? Road To Recovery

江鈺菁(YU-CHING CHIANG)

指導教授 ： 楊凱富

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2019年)

摘要

台灣社會的結構逐漸改變中，雙薪家庭愈來愈常見，以致於在外覓食的人口也扶搖直上。外食人口的增加，不但造就了餐飲業的繁榮，各式各樣的餐廳也讓台灣的餐飲業形成了激烈的戰場。為了要在這充滿競爭的服務業生存，業者們摩拳擦掌地擦亮它們的招牌，試著提供更好的服務，即便在服務失誤時，也提供了適當的服務補救方式。藉此以確保顧客回籠率及購買意願，達到顧客滿意度及維持他們的忠誠。
本研究在探討餐廳服務補救、顧客滿意度及顧客忠誠度之間之關聯性。 提供台灣餐飲業在未來的服務策略上，尤其在服務補救方面，能夠更具競爭力，以迎接未來餐飲業市場需求。

關鍵字

服務補救 ； 顧客滿意度 ； 顧客忠誠度 ； 餐廳

並列摘要

Due to the changing of social structure in Taiwan, Taiwanese are dining out more and more. It not only results in rapid blooming in the food and drink industry but also forming a battle field for a wide variety of restaurants.Trying to survive in this fierce service industry jungle in Taiwan, restaurants are doing whatever they can to polish their brand image, and try hard to come up with better service for their customers in order to secure their customer repurchase intention, and even provide proper service recovery after a service failure to strengthen their customer satisfaction and to arouse their loyalty.
The purpose of the study is to explore the relationship among restaurant service recovery, customer satisfaction, and customer loyalty. An Importance-Performance Analysis (IPA) approach is also employed to enhance the literature on restaurant service management.

並列關鍵字

Service Recovery ； Customer Satisfaction ； Customer Loyalty ； Restaurant

參考文獻

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