本論文研究之網路咖啡屬於結合網際網路的應用、線上遊戲之虛擬影像,以及提供餐飲服務的資訊休閒服務業。本研究藉由問卷調查方式,經由探索性因素分析與驗證性因素分析,建構出資訊休閒服務業服務品質關鍵因素的六大構面,包括:「軟硬體設備」、「促銷與優惠」、「設備品質性」、「安全與衛生」、「親切可靠性」以及「服務便利性」。其次經由所發展的服務品質量表,持續探討消費者行為有關滿意度與忠誠度之因果關係。本研究問卷資料透過結構方程模式,發現資訊休閒服務業的服務品質,會同時影響顧客滿意度與忠誠度,再者服務品質也會透過中介變數顧客滿意度而影響顧客忠誠度。因此就資訊休閒服務業之經營角度,業者首先應了解顧客的聲音,藉由服務品質提升,以增加顧客的滿意度與再顧意願,進而創造經營利潤。
A procedure is The internet Cafe( Cybers cafe) is an Information Entertainment Industry which combines applications of internet, virtual imaging of online game, and food & beverage services.By questionnaire survey and via Exploratory Factor Analysis(EFA) and Confirmatory Factory Analysis(CFA), this study constructs six major aspects of key factors in service quality of Information Entertainment Industry, they include ”The device of Software & hardware”, ”promotion and discount,” ” quality of equipment ”, ” security and sanitation ”, ” friendly reliability” and ”service convenience ”.Then via the development of service quality scale, continue to study the relation between consumer behavior satisfaction and loyalty.Via structural equation model, the data of questionnaire survey in this study, we found the service of Information Entertainment Industry will both effect customer satisfaction and loyalty, moreover service quality will also effect customer loyalty through intervening variables customer satisfaction. Therefore, from the operating point to see, first of all the owner should be understand the voice from customer, then by raising service quality to improve customer satisfaction and return willingness, and then create business profit.