餐廳關係品質對顧客忠誠意願影響之研究

The Effect of Relationship Quality on Consumers' Loyalty of Restaurants

陳為任(Wei-Jen Chen) ； 林宜勳(Yi-Hsun Lin)

《明新學報》 34卷1期 (2008/02) Pp. 307-321

https://doi.org/10.29688/MHJ.200802.0020

摘要

鮮少以餐飲業為對象探討關係品質對顧客忠誠之影響，故本研究目的在於了解餐廳關係品質影響變數與關係品質之關聯性及關係品質對顧客忠誠之影響。本研究以曾經到王品台塑牛排11家分店消費之顧客為研究對象，採用問卷方式發放，共計發放問卷400份，有效問卷數為261份。採用信度分析、敘述性統計分析及迴歸分析，進行資料分析與假設檢定。研究結果指出服務具體化、專業知識、互動強度與合作意願對於關係品質的滿意與信任構面皆有顯著的影響。其中滿意構面受到服務具體化的影響最大、專業知識次之；信任構面則是受到合作意願的影響最大、專業知識次之。但是關係利益則對關係品質的二個構面皆不具顯著的影響。關係品質對顧客忠誠意願之影響方面，信任對於顧客忠誠意願（再購意願、衍生行為）皆具有顯著的影響，滿意則只有對於顧客忠誠意願的衍生行為具有顯著的影響。因此服務具體化、服務人員專業知識的培訓與服務人員滿足顧客要求的合作意願，對於餐廳關係品質的建立與顧客忠誠的維持是重要的課題。

關鍵字

餐飲業 ； 關係品質 ； 顧客忠誠

並列摘要

Little is known about examining the effect of relationship quality on restaurant consumers' loyalty in current literature. Based on this research gap the aim of this study is to explore the effect of relationship quality on restaurant consumers' loyalty. A questionnaire survey was conducted from the eleven branches of Wang Steak House. The findings, based on the experiences of 261 stake house consumers, reveal that the greater the relationship quality perceived by restaurant consumers, the greater level of the consumer loyalty they do. Specifically, both satisfaction dimension and trust dimension of relationship quality significantly affect restaurant consumers' loyalty. Trust dimension positively affect repurchase intension and relative purchase behavior of consumer loyalty. Satisfaction dimension positively affect relative purchase behavior of consumer loyalty but has no relationship with repurchase intension of consumer loyalty. This leads the authors to conclude that the future research and restaurant managers should pay more attention on consumers' trust and satisfaction for improving consumer loyalty particular in restaurants.

並列關鍵字

food and beverage industry ； relationship quality ； customer loyalty intention

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