產品與服務品質對顧客滿意度影響之研究:以上海東方既白中式速食連鎖餐廳為例

Study of the influence of Product and Service Quality on Customer Satisfaction : An Empirical Study of Dong Fang Ji Bai Chinese Fast-Food Chain Restaurant in Shanghai

袁新民(Shin-Min Yuan)

指導教授 ： 孫路弘

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2010年)

https://doi.org/10.6825/NKUHT.2010.00043

摘要

台灣餐飲業者赴大陸投資熱潮不斷，85 度C 咖啡的成功讓許多台灣餐
飲業者躍躍欲試，投資中國大陸除了具備同文同種的語言相通的優勢外，
中國大陸擁有的廣大內需市場才是未來企業持續成長的動能。2007 年中國
連鎖經營協會統計整個中國大陸的餐飲市場中，中式速食佔了57.3%，而西
式速食卻只佔了34.6%，且預測未來差異幅度會愈來愈大，所以未來中國大
陸餐飲發展趨勢仍將是以中式速食為主導地位。
本研究以上海地區東方既白中式速食連鎖餐廳為對象進行研究，探討
消費者在產品與服務品質上的認知及對顧客滿意度的影響效果。本研究以
便利抽樣的方式進行問卷調查，共計發出360 份問卷，有效問卷為313 份，
回收率為85.7%。研究結果發現產品品質與服務品質對顧客滿意度都有顯著
的影響效果，而以服務品質影響效果大於產品品質影響效果。在「產品品
質」對顧客滿意度五個影響因素構面中以「餐點口味」的影響程度最高，
其次是「附餐選擇性」再者是「衛生程度」。在「服務品質」對顧客滿意
度五個影響因素構面中以「確實性」的影響程度最高，其次是「反應性」
再者是「有形性」。而顧客滿意度對顧客忠誠度有顯著的影響效果。而在
個人特質與消費行為對顧客滿意度方面，除了在「年齡」與「購買次數」
上有顯著差異其餘並無顯著差異。最後，提出結論、研究限制與未來研究
之建議。

關鍵字

中式速食 ； 產品品質 ； 服務品質 ； 顧客滿意度

並列摘要

The investment of Taiwan dining entrepreneurs to Mainland China has kept
up surging. The success of 85℃ Café has aroused many Taiwan dining
entrepreneurs’ eagerness to plunge in. The advantage for Taiwan dining
entrepreneurs’ investment in Mainland China is not only the homogeneous
language and culture, but also the expansive domestic demand market, the
dynamics for the continual growth for the future enterprises. In 2007 the
Chinese Chains Management Association came up with statistics that Chinese
fast food accounted for 57.3% of the entire dining market in Mainland China,
and the western fast food only counted for 34.6%. The Association also
estimated that the difference between the two would increase more in the long
run; therefore, the Chinese fast food business would take the leading position in
the Mainland China dining enterprise.
The research takes the Chinese fast food restaurant , Dong Fang Ji Bai,
located in the Shanghai area, as the object for study, and probes the customer’s
awareness of product and service quality, and also its influence on the customer
satisfaction. This questionnaire survey for this research was facilitated by
accidental samplings; 360 questionnaires inquired; 313 effective questionnaires.
The ratio of the questionnaires retrieved is 85.7%. The research reveals that the
product quality and the service quality have the remarkable influence on the
customer satisfaction, and the degree of the influence of the service quality is greater than that of the product quality.
On the criterion of ‘product quality’, among the five factors of influencing
the customer’s satisfaction, ‘the taste of the meal’ has the highest degree of
influence, ‘the selectivity of side dish’ comes as the second, and ‘the matter of
hygiene’ the third.
On the criterion of ‘service quality’, among the five factors of influencing
the customer’s satisfaction, ‘Assurance’ has the highest degree of influence,
‘Responsiveness’ comes as the second, and ‘Tangible’ the third. the customer’s
satisfaction has a remarkable influence on the customer loyalty. As to the
matter of influence from individual peculiarities and consumer behavior, only
the factor of ‘age’ and ‘the frequency of purchase’ make remarkable
differences; others make no big differences. In the final section, the conclusion,
the limitations on the research and the suggestions for the future research shall
be raised.

並列關鍵字

Chinese Fast-Food ； Product Quality ； Service Quality ； Customer Satisfaction

參考文獻

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