餐飲業顧客基礎服務導向量表之發展

Constructing and Validating the Restaurant Customer-based Service Orientation Scale (RCSOS)

唐莉欣

指導教授 ： 劉元安

國立臺灣師範大學/運動與休閒學院/餐旅管理與教育研究所/碩士(2012年)

摘要

本研究目的為發展一個餐飲業顧客基礎服務導向量表用以檢驗餐廳服務人員在傳遞服務過程中其具備服務導向信念、態度及行為的程度。在量表發展程序上採用Churchill (1979)所建議之量表發展步驟，首先透過文獻回顧以及對服務導向作概念性定義建立初始題庫，接著經過焦點團體討論及專家效度檢驗後，共產生55個題項成為本研究預試問卷。利用預試、正式樣本檢驗題項的優劣及信效度資料。驗證性因素分析結果指出，顧客基礎服務導向量表有良好信效度且模型配適度良好，全量表α係數達.91，各分量表信度介於.73-.88之間。顧客基礎服務導向量表共包含四個因素，分別為「成熟態度」、「顧客第一」、「主動性高」、「可靠性高」。最後，有關顧客基礎服務導向的建議及研究限制於文末探討。

關鍵字

服務導向 ； 餐飲產業 ； 量表建構

並列摘要

The present study is to develop a Restaurant Customer-based Service Orientation Scale (RCSOS) to assess the degree of faith, attitude, and behavior performed by the restaurant service providers while delivering services. Applying the rigorous construction stages suggested by Churchill (1979), the study first collected the item pool from relative literature analyses and defined the concept of the construct. Followed by the focus group discussion and expert validity, 55 items were criticized and generated which were used as the pre-test version of the scale. Then, a series examination of scale validation was also done. Final test of the reliability and validity were taken from 520 restaurant customers as valid samples. Confirmatory factor analysis indicated that the RCSOS has stable factor structure and great reliability. A .91 of Cronbach’s was reported for the total scale, .73 to .88 for the four subscales. The RCSOS subscales included “Mature Attitude”, “Customer is Number One”, “High Proactiveness”, and “High Reliableness”. Finally, the implications and limitations of this present study were discussed.

並列關鍵字

Service-Orientation ； Restaurant Industry ； Scale Validation

參考文獻

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