近年來,政府大力推動創新型服務業,致力推動並打造具國際級實力的台灣連鎖加盟品牌,並期許連鎖加盟產業能成為帶動台灣經濟成長的引擎,連鎖餐飲業的未來發展倍受期待,因此經濟部商業司計劃透過具體措施,提升連鎖加盟產業進軍國際的實力。連鎖加盟產業若能提昇服務品質增加顧客滿意度,則可進一步建立顧客忠誠度,並拓展新客源與增加既有顧客的再購意願。 因此,本研究乃針對餐廳經營最重要的主題之一:「服務品質」,進行研究,了解餐飲業服務品質的規劃方向。從有形的服務(硬體設施、軟題設施等)及無形的服務(送餐速度、收桌速度等)找出明顯的差異項目,作為業者具體的改進事項。本研究以雲林縣虎尾鎮『食神滷味連鎖餐飲』為例,使用開放式問卷,針對來店顧客採隨機抽樣方式實施,受訪者填答回收後進行實證研究。 透過分析結果顯示: 一、服務品質對顧客滿意度有顯著正向影響。 二、服務品質對顧客忠誠度有顯著正向影響。 三、顧客滿意度對顧客忠誠度有顯著正向影響。 四、顧客滿意度對服務品質與顧客忠誠度之互動關係無顯著的中介效果。 五、人口統計變項中之性別、婚姻、年齡、教育程度、職業、每月平均收入對於服務品質、顧客滿意度和顧客忠誠度均有顯著差異。
Recent years, the government vigorously promote the innovation services, and committed to build a international strength of Taiwan's chain and franchise brand, and hopes to become a chain and franchise industry driven by the engine of economic growth in Taiwan. The future development of the chain restaurant industry is highly anticipated, so the Department of Commerce plans through the specific measures to enhance the chain and franchise industry to enter the international strength. If chain and franchise industry improve service quality and increase customer satisfactioncan be further develop customer loyalty, and expand the existing new customers and increase customer repurchase intention.Therefore, the study focuses on the restaurant management of the most important topics:"service quality"to conduct research, to understand the quality of catering industry services planning direction. From the tangible services (the hardware facilities, software facilities) ,and intangible services (delivery speed of food, closing speed of tables) ,and we want to identify significant differences projects, as owners specific improvements issues.This study is using Huwei Iron Chef lo mei as an example, the use of open-ended questionnaire for customers for visit picking random sample manner, the respondents have been asked for recycling after an empirical study. By analyzing the results showed that: First, the service quality has a significant positive impact on customer satisfaction.Second, service quality has a significant positive impact on customer loyalty.Third, customer satisfaction has a significant positive impact on customer loyalty. Four, customer satisfaction on service quality and customer loyalty no significant interaction between the intermediary results. Fifth, the demographical variables of gender, marital status, age, education, occupation, average monthly income for the service quality, customer satisfaction and customer loyalty are significant differences.