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  • 學位論文

餐飲業服務品質重要度與滿意度認知差異之研究 ─以TASTy 西堤牛排為例

The study of cognitive differences of service quality importance and satisfaction level - A case study of TASTy

指導教授 : 吳泰熙
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摘要


餐飲業之服務品質已發展多年,業者不斷改善及創新服務品質以開拓新顧客和留住舊有顧客,從電話訪談、文宣廣告到顧客意見卡等調查方法等。但是服務品質是否真的都滿足消費者心中的需求?目前一般餐飲企業大多以顧客意見卡做為該餐飲服務品質滿意度之依據,多數未能全面涵蓋大眾消費者之服務品質構面。因此訂定一種由消費者角度思考、符合消費者的需求指標是極為需要的。本研究欲探討某個案連鎖餐飲企業之重要度及滿意度差異分析,瞭解實際的消費者對於餐飲之服務品質認知差異缺口。希望能藉由衡量出差距的項目與程度,做為餐飲業對於服務品質改善與資源重分配之參考。   本研究以西堤牛排為研究對象,研究方法運用SERVQUAL量表所延伸之DINESERV量表以及李克特 (Likert) 五點尺度做為量化工具,接著利用Kano品質模式、顧客滿意度指標 (customer satisfaction index, CSI)、偏相關、迴歸分析以及改善效果指標 (improvement effort index, IEI) 等衡量工具結合重要度-績效分析法 (importance-performance analysis, IPA) 來將各服務屬性進行改善次序,最後探討西堤牛排之服務品質優劣勢以及服務屬性改善順序,以期能做為該連鎖餐飲企業未來的服務改善之參考依據,更貼近顧客需求,提升其競爭力。

並列摘要


Service quality of food and beverage industry has been developed for a long period of time. Enterprises of all kinds dedicate themselves to attracting new consumers and keep the old ones. They are try to figure out and innovate a variety of ways to do so, such as phone surveys, advertisement, and guest comment card, etc. Yet, does the service quality really meet the customers' expected needs? In general, restaurants measure their service quality satisfaction on the accordance with the guest comment cards. However, the majority fail to cover all of the service quality dimensions of ordinary consumers. Therefore, it is necessary to develop an index that contains the viewpoints of consumers and their needs. In order to understand consumers' cognitive divergence of restaurant service quality. This research would like to investigate the differences between the importance and satisfactory measures of a specific chain restaurant. By means of discovering the differences, it is expected that the research result could give some helpful suggestions to service quality improvements and resources redistribution in food and beverage industry.   As to the research method, first we use DINESERV scales and Likert scales which are extended from SERVQUAL scales as the quantitative tools. Then we survey the consumers of Tasty to be the research sample. Besides, we apply Kano’s model, customer satisfaction index, partial correlation, regression analysis and improvement effort index to combine importance-performance analysis, and prioritize the service properties which need to be improved. Finally, we consider the service quality and consumer satisfaction of Tasty. We expect that the research result could provide the chain restaurant company as a reference for future service improvement, and hoping that it will better meet the consumers' needs, and enhance the competitiveness.

參考文獻


胡凱傑、李太雨、丘志文(2011)。以Kano模式與重要度績效分析探討亞洲主要貨櫃港口之服務品質。運輸學刊,23(1),129-164。
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被引用紀錄


洪淑華(2016)。預拌混凝土業服務品質重要度與滿意度認知差異之研究-以Y公司為例〔碩士論文,國立臺北大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0023-1303201714243479
李明智(2016)。證券業服務品質重要度與滿意度認知差異之研究-以A證券商為例〔碩士論文,國立臺北大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0023-1303201714243686

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