消費者涉入程度、關係品質與顧客抱怨行為關係之研究
－以福華飯店餐飲部門為例

近幾年來，我國觀光旅館業的餐飲收入平均占總營收至少4成以上，且均高於客房收入，此外，由於消費者意識抬頭，消費者對於餐廳所提供之餐點或服務有更高的敏感度，很容易產生顧客抱怨行為。因此，本研究主要之目的在探討觀光旅館業餐飲部門消費者之涉入程度、關係品質與顧客抱怨行為之關係，以及不同背景之觀光旅館餐飲部消費者，在消費者涉入程度、關係品質與顧客抱怨行為上之差異。在資料蒐集與分析方面，採問卷調查法，以便利抽樣方式進行資料蒐集，調查對象為曾經至台中福華飯店餐廳用餐之顧客，以人員發放及回收問卷，共發出270份問卷，有效問卷為255份，並以SPSS21.0進行信效度分析、因素分析、相關分析、t檢定、單因子分析。本研究發現，餐飲部門消費者之涉入程度、關係品質與顧客抱怨行為均呈現負向之關係；另外，本研究分析結果顯示，不同人口統計變數之消費者對於消費者涉入程度、關係品質、顧客抱怨行為之影響有部份顯著之差異。最後，本研究提出以下建議與管理意涵，對於觀光旅館餐飲部門的消費者而言，為減少消費者之抱怨，可透過提升消費者之涉入程度，建立良好之關係品質，使消費者成為忠誠之顧客而達成。

關鍵字

消費者涉入程度；關係品質；顧客抱怨行為

並列摘要

In recent years, the average revenue of food and beverage of tourist hotel industry is at least 40% or more of total revenue and usually higher than room revenue. And, due to the rise of consumer awareness, consumers are much more sensitive about the food and service provided by restaurants. Therefore, this study aims to explore the relationship of consumer involvement, relationship quality and consumer’s complaint behavior in food and beverage department sector, collecting data in convenience sampling through questionnaires dealed by staff, and to survey the customers who have consumed in Howard Hotel’s food and beverage sector. 270 questionnaires have been sent out, and 255 of them are effective, and processed reliability and validity analysis, factor analysis, correlation analysis, t test, ANOVA by SPSS 21.0. The study indicates that the deeper the customers get involved and the more they understand the hotel, the less they will complain. With better customers’ relationship, the customers are not likely to complain . Additional analysis of this study shows that different demographic consumers result different degrees of customers involvement, which significantly differs in the relationship between the quality of most of the impact of customer complaint behavior. Finally, the study makes the following recommendations and management implications for sustainable development at the food and beverage sector, it is recommended that commence from different levels of consumer involvement and through the good relationship quality, reduce the chance of customer complaints, so that consumers become loyal customers, in order to allow enterprises to obtain long-term benefits.