摘要 本研究主要是探討服務創新、服務品質、顧客滿意度與顧客忠誠度之間的關聯性,藉此更好地了解餐飲業的服務創新等方面的研究。 研究方法主要以問卷來收集數據。本研究對餐廳消費者發出350份問卷,回收338份,回收率為96.5%,用六種分析數據的工具試圖解釋這個結構,用來進行數據分析的工具分別為描述性統計、因素分析、信度分析、t檢定、單因子多變量和迴歸分析。 基於統計數據和分析的實證結果,本文得出結論: 1.服務創新會正向影響顧客滿意度。 2.服務創新的程度會影響服務品質的提高。 3.服務創新可以透過服務品質間接影響顧客滿意度。 4.越接近顧客的需求,越容易達到顧客滿意度。 5.服務創新亦對顧客忠誠度有正向影響。 關鍵字:服務創新、服務品質、顧客滿意度、顧客忠誠度
Abstract This paper studies service innovation, service quality, customer satisfaction and customer loyalty to gain a better understanding of the evaluation and indicators of service innovation and other aspects of food and beverage industry. A survey questionnaire was utilized to collect data. We sent 350 copies of questionnaires and returned 338 copies, the effective rate is 96.5%, and it attempts to explain the structural framework through six analytical processes involving descriptive statistics, factor analysis, reliability analysis, t-test, one-way ANOVA as well as a regression analysis were used for data analysis. Based on the empirical results of comparing the statistics and analyses, the paper concludes: 1. Service innovation has a positive influence to customer satisfaction. 2. The level of service innovation will affect the improvement of service quality. 3. Service Innovation and Service Quality will has more positive influence to customers’ satisfaction. 4. The more closed to customers’ need, the more of the service innovation influence the customers’ satisfaction. 5. Service innovation has a positive influence to customer loyalty. Keyword: Service Innovation, Service Quality, Customer Satisfaction, Customer Loyalty