顧客滿意度、體驗幸福感對顧客忠誠度影響關係之研究－以人格特質幸福感為干擾變數

本研究將幸福感分為體驗幸福感與人格特質幸福感，以探討休閒餐廳消費者之顧客滿意度與體驗幸福感對顧客忠誠度之關係，是否會因消費者之人格特質幸福感之不同，而有不同的影響。在資料蒐集與分析方面，採問卷調查法，調查對象為中部地區以幸福為經營訴求之休閒餐廳消費者，以人員發放與網路發放兩種方式，共回收221份問卷，並以SPSS18.0進行信效度分析、敘述統計分析、相關分析、迴歸分析、階層迴歸分析與驗證性因素分析。本研究發現，休閒餐廳消費者之顧客滿意度愈大，消費者之體驗幸福感也愈大，並對顧客忠誠度之正向影響也愈大；而消費者之人格特質幸福感愈大，顧客滿意度對體驗幸福感之影響也會愈大；另外本研究分析結果顯示，控制變數對體驗幸福感、顧客忠誠度與人格特質幸福感等並沒有顯著之影響。最後，本研究提出以下建議與管理意涵，休閒餐廳之經營，不應只追求顧客滿意，更應提升顧客之體驗幸福感，並以具有人格特質幸福感之消費者為目標市場，促使消費者產生顧客忠誠度。

關鍵字

顧客滿意度；體驗幸福感；顧客忠誠度；人格特質幸福感

並列摘要

This study mainly understands Customer satisfaction degree of Casual restaurants, then if the degree influences Customer loyalty degree or not. For this research that take apart of the well-being to experiencing well-being and Happiness-Personality, confer to the Customer loyalty degre influence of Customer Satisfaction and experiencing well-being. Then, know if the influence is different to the Happiness-Personality. This analyse adopts the Questionnaire Survey, investigation person are customers of Casual restaurants in midland of Taiwan. Questionnaire separates personal and network, the respondants are 221, adopting SPSS to analysis Validity & Reliability, descriptive statistics, rank correlation, regression, hierarchical regression, and Confirmatory Factor Analysis. The conculsion displays if the Customer Satisfaction gets higher, the experiencing well-being is higher, too. Then if the Happiness-Personality are higher, the Experiencing well-being is also higher. Otherwise, control variable is no satisficated effect to Experiencing well-being, Customer loyalty, and Happiness-Personality. Final, after this study addresses some suggestions and management implication, the management of Casual restaurants not only increase Customer Satisfaction, also promotes the Experiencing well-being, and adopting Happiness-Personality customers to be target market that make customers bring the Customer loyalty.