餐廳服務品質之研究—以花蓮立川漁場為例

A Study of Restaurant Service Quality-An Application of the Li-Chuan Fishing Ground in Hualien

謝榮光(Rong-Guang Hsieh)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00162

摘要

對餐廳業來說，顧客是餐廳永續經營的支柱，如何讓顧客能夠有賓至如歸的感覺，並在舒適愉快的心情下用餐，完全要視餐廳的服務品質而定。服務是餐廳外場的主要工作，要作好餐廳服務，務必要了解各種不同的服務方式；每一種服務方式各有其特色和優缺點。其次、要清楚餐廳的市場定位與種類。
本文研究的立川漁場擁有有得天獨厚的天然養殖環境，在五星級的養殖環境。這裡養出的「蜆」多為漂亮的金黃色且鮮嫩豐美，故名「黃金蜆」，是全國唯一的黃金蜆產地。該餐廳是全國第一家以黃金蜆為主的特色餐廳。
本研究以Parasuraman,Zeithmal and Berry等三位學者所提出之「服務品質模式」與SERVQUAL量表為基礎，而研究之量表經由適當的修改，以符合餐廳業的服務品質屬性，並以花蓮立川漁場之餐廳業者、顧客與遊客為研究範圍。
經由對該餐廳所提供之服務品質為主要的探討，本研究結果對該餐廳在改善及提昇服務品質上能有所助益，並提供業者進行服務品質分析時的應用及參考之依據。本研究結論如下：
1.來此餐廳用餐顧客具高學歷，公教人員或公司中級主管或職員居多，且以休閒度假（或聚會）為主。2.「顧客對於餐廳服務品質之重視度」與「服務人員認知顧客對於餐廳服務品質之重視度」之間，有顯著差異。3.「顧客對於餐廳服務品質之滿意度」與「服務人員對於餐廳服務品質執行之滿意度」之間，有顯著差異。4.「顧客對於餐廳服務品質之重視度」與「顧客對於餐廳服務品質之滿意度」之間，有顯著差異。5.「服務人員認知顧客對於餐廳服務品質之重視度」與「服務人員對於餐廳服務品質執行之滿意度」之間，有顯著差異。6.不同的性別、國籍、年齡、婚姻狀況、教育程度、職業、月所得，對「服務人員認知顧客對於餐廳服務品質之重視度」，有顯著差異。7.不同的性別、國籍、年齡、婚姻狀況、教育程度、職業、月所得，對「服務人員對於餐廳服務品質執行之滿意度」，有顯著差異。

關鍵字

服務品質 ； PZB服務品質模式 ； 休閒農場 ； 餐廳

並列摘要

One crucial factor in running a restaurant is relied upon customers. How could customers have meals in a delight mood and feel at home is solely depended on the service provided by restaurants. Among various services, the front-line service is of the top most one. Different kinds or styles of services have their pros and cons. In order to figure out which type of service is suitable, the managers have to clarify the restaurant’s position in the market.
The Li-Chuan restaurant we studied comes with excellent natural fishing ground in Hualien. Under such premium environment, clams were bred fertilely and colored beautifully golden （so as named "golden clams"）. The golden clams taste fresh and tender. They were raised only in this fish ground in Taiwan. Therefore, the golden clams have become the Li-Chuan’s most famous menu.
This study is based on the SERVQUAL scale and the "service quality model" by Parasuraman, Zeithmal and Berry. The SERVQUAL scale was modified to compliance with the attributes of restaurant’s service quality and
was applied to our subjects including the managers, customers and visitors of the Li-Chuan restaurant.
It showed that our results can improve their service quality and provide principles for future improvement. Our study concluded as followings: 1. Most of the Li-Chuan's customers are government employees, teachers, and middle managers. In general, they are well educated and come for leisure （or have a party）. 2. There were significant differences between "the values of the service quality to customers" and "staff’s awareness of the values of the service quality to customers ". 3. There were significant differences between "customer’s satisfaction with the service quality" and "staff’s fulfillment in serving". 4. There were significant differences between "customer’s perceptions on the importance of the service quality" and "customer’s satisfaction with the service quality". 5. There were significant differences between "staff’s awareness of the values of the service quality to customers" and "staff’s fulfillment in serving". 6. There were significant influences between "the demographics such as gender, nationality, age, marital status, education level, occupation, monthly income" and "staff’s awareness of the values of the service quality to customers". 7. There were significant influences between "the demographics such as gender, nationality, age, marital status, education level, occupation, monthly income" and "staff’s fulfillment in serving".

並列關鍵字

Service Quality ； PZB Service Quality Model ； Leisure Farms ； Restaurants

參考文獻

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林永順、吳明昌，2004，食品行銷學，屏東：全力。

鄭秋桂，2008，農企業品質認證講義，屏東科技大學農企業管理系，屏東。