餐廳服務品質需求之研究

A Study of Customer Demand for Quality Restaurant Service

陳智中(Chih-Chung Chen)

指導教授 ： 王炳富

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2008年)

https://doi.org/10.6825/NKUHT.2008.00026

摘要

過去顧客對產品與服務品質的滿意與否，總被認為是成正比關係的線性思維。然而，研究證實有一些服務品質與顧客的滿意是非線性的，有些服務項目只能增加一點點顧客滿意度，而有些服務項目雖只是在效能上稍做改進，卻能大幅度地提昇顧客滿意度。有別於傳統評量產品或服務品質的模式。本研究的目的在於辨識餐飲服務中具有績效或不具績效的服務項目並提出改善方向。
本研究從新設計原本用於評量銀行服務品質的SQ-Need 量表，取其具有「知識」與「審美」的特徵構面。引用狩野紀昭（Kano Noriaki）的二維品質要素歸類，用以區分各種服務品質的要素歸類。再由Matzler & Hinterhuber的品質改善指標積分，估算其可能增加的滿意度和減少的不滿意度的積分排序。
從某法式餐廳的研究結果發現由300位消費者對28項品質屬性的知覺資料，歸類出三種服務項目的績效：魅力品質等9項、線性品質等8項及無差異品質等11 項。利用品質改善指標積分排序取前十項，可以從增加滿意度指標提昇會增進顧客滿意的服務項目，由減少不滿意度指標則可即刻消彌顧客不滿意的服務項目。意圖從研究結論的管理意涵發展出一套提昇餐飲服務品質的策略，提供餐飲業者在實務上作為改善餐廳產品與服務品質的建議。

關鍵字

服務品質 ； Kano二維品質 ； SQ-NEED服務品質量表 ； Maslow 需求理論

並列摘要

Restaurant management teams are always looking for different ways to satisfy their customers; however, there are a lot of factors that could satisfy or unsatisfied a guest. What are the most effective ways to satisfy a guest that could help management teams to do their works easier? The aim of this research is to find out the service factors that could affect customers’ satisfaction and
un-satisfaction most at a fine dining restaurant.

To find out the service factors, the researcher took a fine dining restaurant as an example and gave out 300 questionnaires. The questionnaire is based on “SQ Need” model, which was designed for banks’ management teams, and the researcher re-designed for restaurants to gather data for this research. To analyze the data, the research, first, classified according to the “Kano’s Model” and used “improvement index” to list out the service factors that affect
customers’ satisfaction and un-satisfaction most.

The result comes out with 28 main service factors, which included plus and minus points. These factors could help restaurant management teams to evaluate what to do or how to do their services or works effectively to satisfy their customers that to complete the main idea of this research.

並列關鍵字

Kano Model ； SQ-Need Model ； Service Quality ； Maslow’s Hierarchical Needs.

參考文獻

鄭博仁(1999)，以KANO 品質模式探討醫療服務品質特性，私立元智大學管理研究所碩士論文，桃園。

黃素齡 (2000)，探討筆記型電腦之KANO 二維品質特性，私立元智大學管理研究所碩士論文，桃園。

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