餐飲業服務品質、顧客滿意與顧客忠誠關係之研究—以鬥牛士為例

The Study of Relationship among Service Quality , Customer Satisfaction and Customer Loyalty Applied to A Chain Restaurant-Bullfight

黃柏仁(Bo-Ren Huang)

指導教授 ： 譚醒朝

長榮大學/管理學院/經營管理研究所/碩士(2014年)

https://doi.org/10.6833/CJCU.2014.00217

摘要

本研究以餐飲連鎖業鬥牛士為例，探討服務品質、顧客滿意與顧客忠誠之關係，並以問卷調查法研究，再進行資料分析。並提出四個假說分別為H1：餐廳的服務品質重視程度越高，則消費者對餐廳的滿意度也越高，呈現顯著正向關係。H2：消費者對餐廳的服務品質滿意度越高，則對餐廳的忠誠度也越高，呈現正向顯著關係。H3：餐廳的服務品質重視程度越高，則消費者對餐廳的顧客忠誠也越高，呈現正向顯著關係。H4：不同人口統計變數對服務品質滿意度、服務品質重視程度、顧客忠誠度有正向顯著關係。
其結果顯示顧客若感受到餐廳的相關服務品質越好，則用餐推薦他人程度相對也越高，餐廳無論何種消費族群都應優先提升服務品質，才能增加顧客量以追求較高利潤。

關鍵字

服務品質 ； 顧客滿意 ； 顧客忠誠

並列摘要

This study focus on the discussion of service quality,customer satisfaction and customer loyalty relationship applied to the restaurant chain industry -- Bullfight. 250 questionnaires had been issued and 240 questionnaires had been analyzed. Four hypotheses were proposed: H1: The higher the degree of attention of the restaurant, the restaurant consumer satisfaction is also higher, showing a significant positive relationship. H2: The higher the consumer satisfaction with the quality of service, the restaurant's loyalty is also higher, showing a significant positive relationship. H3: The higher the degree of attention about service quality, the restaurant's consumer customer loyalty is also higher, showing a significant positive relationship. H4: Different demographic variables applied to service quality satisfaction, service quality of the degree of attention and loyalty has a positive significant relationship.
The results show the quality of customer-related services feel better then customer would higher like to recommend others to dine. Regardless of consumer groups restaurant should be a priority to improve service quality in order to increase customer volume to pursuit the higher profits.

並列關鍵字

Service quality ； Customer satisfaction ； Customer loyalty

參考文獻

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