簡餐業顧客滿意指數模型建構之研究

由於經濟發展，國民所得提高，雙薪家庭成為社會新主流，外食人口增加，加上國人對飲食看法的改變，導致簡餐業的崛起，而其服務品質亦日益受到重視，簡餐業要如何維持與提升顧客滿意度，進而增加顧客的忠誠度，為目前簡餐業一個重要的議題。本研究主要探討簡餐業顧客對企業形象、認知品質、認知價值、顧客滿意度與顧客忠誠度的認知及其關聯性。以偏最小平方路徑建模法(PLS-PM)估算顧客滿意度及其前因後果變項之分數，及使用IPA策略矩陣圖來探討提升簡餐業服務品質的改善策略。研究對象以嶺東商圈簡餐店的顧客為主，採便利抽樣，共發問卷750份，有效問卷667份，回收率為88.9%。各分量表組合信度皆大於0.89，平均變異抽取量(AVE)大於0.738。研究結果顯示，簡餐業顧客滿意度指數模型由企業形象、認知品質、認知價值、顧客滿意度與顧客忠誠度五大構念組成，且模型具有相當良好的解釋能力(滿意度R2=0.736)。顧客滿意度會受到企業形象、認知品質及認知價值正向顯著的影響，顧客滿意度對顧客忠誠度有正向顯著影響，而主要決定整體顧客滿意度的前因是認知品質。整體顧客滿意度分數為62.77分，較低於美國2009年服務業顧客滿意度72.6之分數。策略矩陣分析C簡餐店須立即改善之品質為價格。

關鍵字

顧客滿意度；偏最小平方路徑建模法；簡餐業

並列摘要

Due to economic growth, rising income, the appearance of double-salary family, and the change of dietary habits, the popularity of Light-Meal industry is unavoidable. At the same time, the services it provides is being emphasized so much. Therefore, the questions about how to maintain a thriving business as well as increase customers’ satisfaction become an issue of great importance. Thus, the purpose of this study aims to investigate how customers perceive Light-Meal industry from dimensions like industry image, the recognition on quality and values, satisfaction and customers’ loyalty. With partial least squares path modeling method (PLS-PM) estimates causes and effects of customer satisfaction and related variables scores. The subjects of this study are Ling Tung consumers. With 667 valid questionnaires, the collection rate is 88.9%; And the results of analysis, the composite reliability (CR) is above 0.89, the average variance extracted (AVE) is greater than 0.738. The outcome of customer satisfaction with Ling Tung Light-Meal industry is 62.77 points, which is lower than 72.6 in U.S about service industry in 2009 ACSI.