感知價值、滿意度與忠誠度之研究－以高雄市打狗英國領事官邸餐廳為例

Perceived Value, Satisfaction and Loyalty: An Investigation of the British Consulate at Takao Restaurant

10.6132/JCM.2011.6.1.05

王明元(Ming-Yuan Wang)；李白聰(Ming-Tsung Lee)；徐慧嫻(Hui-Shien Hsu)

消費者價值 ； 感知價值 ； 滿意度 ； 忠誠度 ； Consumer Value ； Perceived Value ； Satisfaction ； Loyalty

商業現代化學刊

6卷1期（2011 / 03 / 01）

73 - 92

繁體中文

行銷從業人員及研究人員認為，感知價值的對消費者行為的影響已成為一個重要的指標。許多觀光及餐旅相關研究，加入了價值層面的考量，特別是品質及滿意度的研究。本研究旨在調查餐廳之顧客消費者價值面向，及探索消費者價值、感知價值、滿意度與忠誠度之間的關係。研究對象以高雄市打狗英國領事官邸餐廳之顧客進行問卷調查，採便利抽樣共獲得有效樣本298份。研究結果發現消費者價值對居民如價值方面，放鬆與美學對顧客感知價值有顯著影響；消費者價值對滿意度方面，服務品質、服務人員與財物價值對滿意度有顯著影響；消費者價值對忠誠度方面，財物價值對忠誠度有顯著影響。本研究建議英國領事官邸餐廳應加強古蹟建築之維護反提升服務品質，創造令顧客滿意的用餐環境。

Both marketing practitioners and academic researchers have recognized that perceived value is the major influence on consumer behavior. Many tourism and hospitality research have shown an interest in value dimensions, especially in quality and satisfaction research. The purpose of this study is to explore the dimensionality of customer value in the British Consulate at Takao restaurant and the significant relationship among consumer value, perceived value, satisfaction and loyalty. By convenient sampling, 298 completed questionnaires were collected. The results indicated the consumer value relax and aesthetics have significant impact on perceived value; consumer value: service quality, employee and property value have significant impact on satisfaction, consumer value: property value have significant impact on loyalty. The study suggest that manager of the British Consulate at Takao restaurant should strengthen to maintain the historic building and improve the service quality, since this can create more satisfied in dining environment.

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