服務品質、顧客滿意度與顧客忠誠度之關聯度研究—應用灰色理論於中台灣景觀餐廳為例

Relationships among Service Quality, Customer Satisfaction, and Customer Loyalty—A Case Study of Applying the Grey System Theory to the Scenery Restaurant in Central Taiwan

林吟姵(Yin-pei Lin)

指導教授 ： 許筱彤

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2010年)

摘要

近年隨著外食人口攀升，台灣的景觀餐廳逐年增加。在眾多選擇之下，消費者有更多機會挑選吸引他們的景觀餐廳。為求企業長存，各景觀餐廳必須瞭解消費者的需求。然而，對於景觀餐廳消費者需求之研究，較少學者探討之。因此，本研究以月光景觀餐廳的消費者為研究對象，來探討服務品質、顧客滿意度與顧客忠誠度之關聯度，並應用灰關聯分析法進行各項滿意度之指標評估。本研究顯示出消費者對於各項因素滿意度之高低，包含了行銷組合、店面風格、服務品質、顧客重視程度以及整體滿意度。本研究的分析結果可作為該景觀餐廳業者為參考，以使餐廳永續發展。

關鍵字

景觀餐廳 ； 灰色關聯分析 ； 顧客忠誠度 ； 顧客滿意度 ； 服務品質

並列摘要

Because of the huge population of out-diners, numerous scenery restaurants are established. With various choices, customers have more options to choose restaurants which attract them. Meanwhile, scenery restaurants attempt to satisfy customers’ needs to exist longer. However, previous studies seldom investigate about the important factors that customers need in scenery restaurants. In this study, Moonlight Scenery Restaurant was been focused to explore the relationship among service quality, customer satisfaction, and customer loyalty. The subjects recruited in this study were customers who have ever been to the scenery restaurant in central Taiwan. Each dimension of service quality and related important items of customer satisfaction and customer loyalty were analyzed by the grey relational analysis. The results of the study were expected the grade of each evaluating factor including the marketing mix, the satisfaction of the service quality, the view of scenery, and the degree of what customers emphasize on in one specific scenery restaurant. The implication of the results in this study hopes to provide suitable assistance for the owners of the scenery restaurant to manage their business smoothly and exist permanently.

並列關鍵字

customer loyalty ； scenery restaurant ； customer satisfaction ； the grey system theory ； service quality

參考文獻

relationship between customer satisfaction and loyalty:

for grey system theory and apply in engineering.

知覺價值之研究─以新設地區為例。朝陽科技大學企業管理系碩

customer satisfaction and retention. Marketing Letters,

5(1), 19-30.