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  • 學位論文

餐廳服務場景、情感、知覺價值與場所依戀關係之研究

A Study on Relationships Among Servicecape, Emotion, Perceived Value, and Place Attachment

指導教授 : 陳寬裕

摘要


本研究主要探究休閒庭園餐廳用餐環境氛圍能否提高顧客的情感體驗及知覺價值,並獲得顧客對餐廳的依戀。根據Bitner(1992)所提出的服務場景概念,本研究建構並驗證「服務場景、正負向情感、知覺價值與場所依戀關係模式」,以瞭解休閒庭園餐廳顧客所體驗的服務場景與顧客情感、知覺價值及場所依戀間之關係,並釐清正負向情感、知覺價值在服務場景與場所依戀間之中介角色。研究對象以赴屏東市休閒庭園餐廳消費之顧客進行問卷調查,共獲得有效問卷326份。經文獻回顧相關理論後以結構方程模型進行分析,結果顯示,本研究之「服務場景、正負向情感、知覺價值與場所依戀關係模式」,整體模式配適程度良好。由該模式得知,服務場景對顧客正、負向情感及知覺價值有正向影響;服務場景透過顧客正、負向情感及知覺價值有正向影響影響場所依戀;正負向情感、知覺價值在服務場景與場所依戀間具有中介效果;正負向情感在知覺價值與場所依戀間具有中介效果,其中又以知覺價值對場所依戀之整體影響效果最高。根據本研究所驗證之關係模式,提出幾項餐飲業經營管理建議:建構優質的服務場景吸引顧客重複消費;提高顧客的知覺價值達到形成場所依戀的最佳效果。

並列摘要


This study investigated the relationship among servicescape, customers’ emotional experience, perceived value, and place attachment in a leisure garden restaurant context. Based on the concept of servicescape proposed by Bitner (1992), this study built a model for the relationship of “servicescape, positive/negative emotions, perceived value, and place attachment” to explore how servicescape is related to customer emotions, perceived value, and place attachment and also clarify the mediating role of positive/negative emotions and perceived value in the relationship between servicescape and place attachment. A questionnaire survey was administered to consumers of leisure garden restaurants in Pingtung City. 326 valid responses were obtained. Based on the methodology of related literature, the data were analyzed using structural equation modeling. Results indicated the overall fit of the model of “servicescape, positive/negative emotions, perceived value, and place attachment” was good. This model suggested that servicescape is positively related to customers’ positive/negative emotions and perceived value; servicescape affects place attachment through positive/negative emotions and perceived value; positive/negative emotions and perceived value mediate the relationship between servicescape and place attachment; positive/negative emotions also mediate the relationship between perceived value and place attachment. Among these variables, perceived value has the greatest overall effect on place attachment. Based on the empirically validated relational model, this study proposed some suggestions on restaurant management as follows: build a good servicescape to attract repatronage of customers; enhance perceived value of the restaurant to increase customers’ place attachment.

參考文獻


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被引用紀錄


鄒小蘭(2008)。身心障礙資優生優弱勢分析及支援服務系統之探究〔博士論文,國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-0804200910291229

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