服務品質對顧客滿意度及忠誠度影響之研究：以澎湖海鮮餐廳爲例

The Study of the Relationship among Service Quality, Customer Satisfaction, and Customer Loyalty: An Example of Fresh Seafood Restaurant of Penghu

王雯宗(Simon Wang) ； 蔡智勇(Chih-Yung Tsai) ； 張鳳祥(Feng-Hsiang Chang)

《管理實務與理論研究》 2卷3期 (2008/09) Pp. 37-54

https://doi.org/10.29916/JMPP.200809.0003

摘要

民以食爲天，近年來由於國人生活型態轉變，導致外食人口增加，餐廳市場一片蓬勃發展，因此餐廳業者如何在如此激烈的環境之中，取得非價格的競爭優勢，加強服務品質提高顧客的滿意度。本研究旨在探討澎湖海鮮餐廳之服務品質對顧客滿意度及忠誠度影響之研究。其結果發現如下：首先，海鮮餐廳給予顧客在可靠性、關懷性的服務品質上愈高，則顧客對海鮮餐廳之產品價值滿意度愈高。其次，海鮮餐廳給予顧客在反應性、保證性、關懷性之服務品質愈高，則顧客對海鮮餐廳之人員服務滿意度愈高。第三，海鮮餐廳給予顧客在有形性、可靠性、保證性、關懷性之服務品質愈高，則顧客對海鮮餐廳之服務環境滿意度越高。第四，海鮮餐廳給予顧客在有形性、可靠性、反應性、保證性、關懷性之服務品質愈高，則顧客對海鮮餐廳之整體表現滿意度越高。第五，海鮮餐廳給予顧客在可靠性、保證性、關懷性之服務品質愈高，則提高顧客再次光臨意願。最後，海鮮餐廳給予顧客在可靠性、反應性、保證性、關懷性之服務品質愈高，則顧客推薦親友的意願提升。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

As old saying goes ”People regard food as heaven”. The transformation in lifestyles in recent years has led to increasing number of people that eat out, resulting in expansion of meals-providing industry and increasing competition among restaurants. How to achieve and maintain superiority in service quality and aspects other than price in order to give customers greater satisfaction has become the concern of the management of the various restaurants. This study is aimed at exploring how the various aspects of service quality of the sea-food restaurants in the Pengfu (or the Pescadores) affect the customer satisfaction and loyalty. The study findings are as follows: First, the higher the reliability and empathy in the sea-food restaurant's service quality are, the higher its customers' satisfaction becomes with respect to its product value. Second, the higher the responsiveness to customers, assurance, and empathy in its service quality are, the higher its customers' satisfaction becomes with its employees' services. Third, the greater the tangibility, reliability, assurance, and empathy are given in its service quality, the higher its customers' satisfaction becomes with its service environment. Fourth, the higher the tangibility, reliability, responsiveness, assurance, and empathy are in its service quality, the higher its customers' satisfaction become with its overall service performance. Fifth, the higher the reliability, assurance, and empathy are given in its service quality, the more its customers become willing to visit this restaurant again. Finally, the higher the reliability, responsiveness, assurance, and empathy are given in its service quality, the more willing its customers become to recommend this restaurant to their friends.

並列關鍵字

service quality ； customer satisfaction ； customer loyalty

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