整合結構方程模型和非對稱性分析－以自助餐顧客忠誠的品質滿意模型為例

Integrating Structural Equation Modeling and Asymmetrical Analyses-A Model of Cafeteria Customers' Perceived Quality, Satisfaction and Their Loyalty

高立學(Li-Shiue Gau) ； 許書瑜(Shu-Yu Hsu) ； 林秉佑(Ping-Yu Lin)

《休閒產業管理學刊》 6卷2期 (2013/09) Pp. 73-101

https://doi.org/10.6213/JLRIM.2013.6(2)4

摘要

本研究嘗試整合結構方程模型和非對稱性分析，調查自助餐顧客知覺品質和忠誠度的關係。模型整合自需求與服務品質理論，包括：食物、衛生、知覺價位合理性、環境、人員服務、便利性六個品質變項，和生存安全及社會心理滿意中間變項，及忠誠度為結果變項。參考SQNeed和SERVQUAL量表發展問卷，於一連鎖自助餐發放給顧客，回收有效374份。量表信、效度符合推薦值，模型配適度可以接受，模型對忠誠度的解釋力為79%。模型路徑係數和非對稱性分析的衝擊範圍（range of impact）有類似之處，「知覺價位合理性」對於忠誠度有較大影響，而「便利性」的影響最小，但價位傾向為當然因子而便利傾向為魅力因子。由結構方程模型分析資料配適度，再整合品質評價程度、衝擊範圍和非對稱性資訊，可以提供決策者更明確改善方向的參考資訊。

關鍵字

服務品質 ； 結構方程模型 ； 當然因子 ； 魅力因子 ； 需求理論

並列摘要

This study used structural equation modeling and asymmetric impact analyses to examine the relationships between customers' perceived quality and their loyalty for cafeteria restaurants. The model was developed from need theory and service quality theory, including six types of quality: food, hygiene, perceived reasonability of price, environment, personnel services, and convenience. The model also included two mediators, survival safety satisfaction and social psychological satisfaction, and one dependent variable, loyalty. Based on SQNeed and SERVQUAL, a survey questionnaire was created. Questionnaires were distributed to customers in a chain cafeteria and 374 valid were collected. The reliability and validity of scales met the recommended level; the model fit was acceptable; the variance explained of loyalty in the model was 79%. The ranges of impact derived from the asymmetrical analyses were commensurate with the model path coefficients. ”Perceived price reasonableness” had the greatest impact on loyalty, whereas ”convenience” had the lowest impact. However, the asymmetrical analyses suggested that the perceived price reasonableness was a must-be quality, while the convenience was an attractive quality. Combination of information from structural equation modeling and asymmetrical analyses can provide decision-makers rich information for clearer direction of quality improvement.

並列關鍵字

Service quality ； SEM ； must-be quality ； attractive quality ； needs theory

參考文獻

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