外燴餐飲服務品質與顧客滿意度之關係─以中部地區外燴客戶為例

Beverage in Catering and Customers’ Satisfaction Degree, an Example f Customers for Catering in Central Taiwan Area

陳美伶(ch'ên mei ling)

指導教授 ： 鄭健雄

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

本研究的目的在於探討外燴餐飲之服務品質與顧客滿意度之相互關係，乃希望藉由產業分析，瞭解外燴市場消費者對品質的要求與看法，如何對外燴市場有突破性的研究結果，讓從事外燴產業有一品質改善計劃之建議，更為消費者建立一個正確選擇好品質的外燴模式。
本次研究針對中部地區200 位外燴顧客調查，男性佔42%，女性約佔58%，本研究受訪者的年齡層以30~39 歲者居多，而平均20~49 歲，佔八成以上之比例，而50~59 歲亦約有一成，在職業方面，係以服務業、上班族與軍公教居多，約佔近七成之比例，而農林漁牧業則是最少，不到5%，可見多數受訪者均是有工作收入的。
受訪者的教育程度以大專比例最高，約佔54%，其次是高中職，近三成，而研究所以上的約有一成；最後，國中以下的則是7%，可見目前隨著知識程度愈高，亦有可能影響到其對於外燴品質之認知與要求。
在本研究此次之問卷調查中，外燴餐飲之服務品質共萃取出五個因素，並重新命名分別為「先進設備與快速回應性服務」、「客製化服務」、「主動性服務」、「關懷性服務」與「確定性服務」。與原本的架構有些許落差，也有可能是因為地理文化背景不同之故，自然會產生不同的文化習俗所導致。顧客對於服務品質各構面的認同程度會同時影響顧客滿意度，且在顧客滿意度與服務品質中的「客製化服務」相關性最高，顯示顧客對於提供獨特、專屬之服務內容較其他服務項目更具偏好。

關鍵字

外燴、服務品質、滿意度、辦桌

並列摘要

The objective of this study is to investigate the correlation between the service quality of food & beverage in catering and customers’ satisfaction degree, and analyze the restaurant industry to realize customers’ requirements & opinions for the catering market. In this regard, this innovative study for the catering market can give a recommendation in quality improvement for the catering industry and construct a model for customers’ correct choice of catering providers with good quality.
In this study, the objects of investigation for catering are 200 customers in central Taiwan area. Among respondents, the ratio of male is 42% and female 58%. The ages of respondents mainly distribute from 20 to 49 years old that account for over 80% and 30 to 39-year-old respondents are the majority; on the other hand, 10% of respondents have ages from 50 to 59 years old. In occupation, because most respondents are nine-to-fivers of the service or other industries or public servants that account for 70% but the ratio of people being engaged in farming, forest, fishing, or livestock industry is the lowest, less than 5%, the majority of respondents have incomings. In the educational degree, respondents with bachelor degrees account for 54%, 30% of them graduated from senior high schools or vocational schools, people with master’s degrees account for 10%, and 7% of respondents graduated from junior high schools or below. It should be noted that individuals’ perceptions and requirements for catering quality are affected by the general public’s high knowledge degree owing to substantially increased compulsory educational level recently.
In the study for service quality of the food & beverage in catering, there are five factors extracted from the questionnaire and we re-denominate them as “advanced equipments & fast response service”, “customizing service”, “active service”, “care service”, and “certain service”. In this respect, some drop may occur between these categorizations and the original structure as a result of discrepancy in geographic and cultural backgrounds leading to different cultural customs. Furthermore, customers’ recognition degree in each dimension of service quality will simultaneously affect customers’ satisfaction degree, which has the highest correlation with “customizing service” of the service quality. Thus, customers prefer to more specific and exclusive service content than other service items.

並列關鍵字

catering, service quality, satisfaction degree, catering banquet

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