探討客家料理餐廳服務品質之滿意度-以苗栗地區為例

苗栗縣政府國際文化觀光局從2003年開始辦理客家餐廳認證，希望能藉此提升客家料理餐廳的品質，讓消費者可以吃得安心，也能讓更多人認識客家料理的美味。本研究以到客家料理認證餐廳用餐之消費者為研究對象，以問卷方式進行調查，探究消費者對於客家料理餐廳餐點品質與服務品質之滿意度。總共發放900份問卷，有效問卷712份，有效率為94.9％，以敘述性統計、獨立樣本t檢定、單因子變異數分析及pearson積差相關等統計方法進行分析。研究結果顯示：（1）不同消費者人口統計變項，對餐點品質的滿意度有顯著差異；其中不同的「年齡」、「職業」、「個人月收入」及「居住地區」在滿意度上有顯著差異。（2）不同消費者人口統計變項，對服務品質滿意度有顯著差異；其中不同「年齡」、「職業」、「個人月收入」及「居住地區」在滿意度上有顯著差異。（3）不同消費者經驗對餐點品質的滿意度有顯著差異，其中不同的「餐廳訊息來源」、「消費日」、「消費金額」與「每月與人在外聚餐的頻率」在滿意度上有顯著差異。（4）不同消費者經驗對服務品質的滿意度有顯著差異，其中不同「餐廳訊息來源」、「消費金額」及「每月與人在外聚餐的頻率」在滿意度上有顯著差異。（5）客家料理餐廳餐點品質與服務品質在滿意度上，呈現正相關。

關鍵字

客家料理餐廳；餐點品質；服務品質；滿意度

並列摘要

Since 2003, International cultural tourism bureau of Miaoli county government has conducted the recognition for Hakka cuisine restaurant certification whose aim is to enhance the quality of Hakka cuisine restaurants so that consumers can eat at ease, and the recognition can also let more people know about the delicious Hakka cuisine. The objects of the study are from the consumers who attend to Hakka cuisine restaurants to dine. The research is carred on the investigation by the questionnaire way to explore the consumers’ satisfaction for meal quality and service quality at the Hakka cuisine restaurants. The researcher issued a total of 900 questionnaires, and 712 copies are valid questionnaires. It is a 94.9 percent efficiency. The statistic methods which are used to analyze the collected data are descriptive statistics, independent samples T-test, one-way ANOVA , and Pearson correlation analysis. The results are showed that: (1) For different consumers’ demographic variables, the satisfaction of meal quality are significant differences; in which different "age", "occupation", "personal monthly income", and "district of residence", there are significant differences in satisfaction. (2) For different consumers’ demographic variables on service quality, there are significant differences in satisfaction; in which different "age", "occupation", "personal monthly income", and "district of residence", there are significant differences in satisfaction. (3) For different consumers’ experience of meal quality, there are significant differences in satisfaction; in which different "restaurant information sources", "consumer day", "the amount of consumption", and "the monthly-dinner-out frequency with someone", there are significant differences in satisfaction. (4) For different consumers’ experience in the service quality, there are significant differences in satisfaction; in which different "restaurant information sources", "the amount of consumption", and " the monthly-dinner-out frequency with someone", there are significant differences in satisfaction. (5) The meal quality and service quality of Hakka cuisine restaurants in satisfaction show positive correlations.