整合需求和服務品質理論發展自助餐顧客滿意和忠誠模型

A Model with Combination of SQ-Need and SERVQUAL Examining the Cafeteria Customers’ Satisfaction and Loyalty

許書瑜(HSU SHU-YU)

指導教授 ： 高立學

亞洲大學/管理學院/休閒與遊憩管理學系碩士在職專班/碩士(2011年)

摘要

自助餐是庶民經濟，吃自助餐的人比比皆是，但因自助餐的經營規模小，以其為研究主體的人較少；此外，文獻上未有結合需求理論與服務品質理論並應用於自助餐產業的滿意和忠誠之研究，乃以此為研究之主題。 主要目的是要整合需求與服務品質理論發展一模型解釋自助餐顧客忠誠度；並檢驗食物品質、衛生品質、價位對生存安全滿意的相關影響；檢驗環境品質、人員服務品質、服務取得的便利性對社會心理滿意的相關影響；檢驗生存安全滿意、社會心理滿意對顧客忠誠度 的相關影響。 本研究採問卷調查之方式，參考SQ-Need 和SERVQUAL 量表發展問卷，採非對稱五等級尺度量表，抽樣方法以便利抽樣進行實證資科的蒐集。顧客問卷回收374 份，員工問卷回收55 份。量表信度皆大於0.7。線性迴歸分析結果顯示，食物品質、衛生品質、價位對生存安全滿意的預測力為71%，以知覺價位合理性影響較大。環境品質、人員服務品質、便利性對社會心理滿意的解釋力為60%，以人員服務品質影響較大。生存安全滿意和社會心理滿意對忠誠度的解釋力為68%，以生存安全滿意的影響稍大。

關鍵字

生存安全滿意 ； 社會心理滿意 ； 顧客忠誠

並列摘要

Eating in cafeterias is a common experience for people, because it is
convenient and economical in saving time and money. Due to the small
business, cafeterias are seldom the main focus of researches. There are
few literatures, combining both need theory and service quality theory,
were applied in the researches dealing with the customer satisfaction and
loyalty towards the caferterias. Therefore, I decide it to be the main
topic of my thesis.
The main purpose of the thesis is to intergrate both need theory and
service quality theory and then develop a model that can explain the
cafeteria customer loyalty. Then firstly examine the related influences
of food quality, hygiene quality, price satisfaction to Survival Safety
Satisfaction; secondly, examine the related influences of environmental
quality, staff service quality, and convenience of services to Social
Psychological Satisfaction. At last, examine the related influences of
Survival Safety Satisfaction, Social Psychological Satisfaction towards
customer loyalty.
This study used questionnaire method based on SQ-Need and
SERVQUAL Scale, adopted 5-level asymmetrical scales, and used
convenience sampling to collect emperical datas. There were 374
questionnaires from customers, 55 from employees. The reliabilities of
the measurement scale were greater than 0.7. Linear regression analysis
showed that the predictive power of food quality, hygiene quality and
price to Survival Safety Satisfaction is 71%. The influence from the
perceived price was the highest. The predictive power of enviromental
quality, satff service quality, and convenience of services to Social
Psychological Satisfaction is 60%. Staff service quality has greater
influence than the others. The predictive power of Survival Safety
Satisfaction and Social Psychological Satisfaction to loyalty is 68%,
while Survival Safety Satisfaction has slightly larger influence.

並列關鍵字

Survival Safety Satisfaction ； Social Psychological Satisfaction ； Customers’loyalty

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