服務品質、知覺價值與再購意圖的關係：越南河內市「吃到飽」餐廳的實證研究

阮氏雪

doi:10.6828/KSU.2011.00008

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服務品質、知覺價值與再購意圖的關係：越南河內市「吃到飽」餐廳的實證研究

Relationship between Service Quality, Perceived Value and Repurchase Intention: Empirical Study in 「All You Can Eat」 Restaurant in Ha Noi, Viet Nam

阮氏雪 , Masters　　Advisor：陳怡昌　　

英文 DOI： 10.6828/KSU.2011.00008

越南；吃到飽餐廳；服務品質；知覺價值；再購意圖； Restaurants ； service quality ； perceived value ； repurchase intention

Abstract │ Reference (82) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Most previous research identified that service quality has impact on customer's perception. Nowadays, along with the incessantly economic growth, restaurant operations supposed to understand what customers expect, how to make service quality become their competitive advantage in order to do business successfully in the market.
Based on previous studies, we have already known that service quality that is likely to have influence on perceived value and repurchases intention. Beside this, some previous studies have also indicated that perceived value has impact on repurchase intention. The primary objective of this study is to investigate the relationship between service qualities, perceived value and repurchase intention. Moreover, the study examines the importance of different factors influencing perceived value and repurchase intentions of Vietnamese customers in Ha Noi. With those results, the restaurant can apply strategies to keep and attract customers in order to be successful in competitive market. 
This study was conducted a convenient survey by giving the questionnaire to Vietnamese customers who have meal in 「all you can eat」 restaurant in Ha Noi, the capital located in the north of Vietnam. The data obtain through conducting a survey was analyzed by various techniques such as descriptive analysis, then using Cronbach's α, t-test, ANOVA and PATH analysis, to examine the correlation between each variable and observe the different point of view related to the respondent's demographic profile.
As the purpose of this study, service quality has positive influence on perceived value and repurchases intention. And perceived value also has positive influence on repurchase intention. This study suggest that restaurant should care more about service quality and put more value in service system in order to make customer come back. Moreover, this study also suggest that restaurant need put more forces in improving tangible and empathy factor in order to attract more customer. Beside this, 「all you can eat」 restaurant also need care about some others: female customers to improve reliability, assurance and repurchase intention, customer is officer worker to improve repurchase intention, focus on customers go to restaurant with other to improve responsiveness and assurance factor, customer go to Asashi to improve reliability and Kichi- Kichi to increase patronage

Reference ( 82 ) 〈TOP〉

Ahmad Z, Ahmed I, Nawaz MM, Usman A, Shaukat MZ, Ahmad N (2010a). Impact of service quality of short messaging service on customers retention, An empirical study of cellular companies of Pakistan. Inter. J. Bus. Manage., 5(6): 154-160.
連結：
Ahmed I, Nawaz MM, Usman A, Shaukat MZ, Ahmad N, Iqbal H (2010b). Impact of service quality on customer satisfaction, Empirical evidence from telecom sector of Pakistan. Interdisciplinary. J.Contemporary. Res. Bus., 1(12): 98-113
連結：
Andaleeb, S.S., Conway, C., 2006. Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. Journal of Services Marketing 20 (1), 3–11
連結：
Arch G. Woodside and Randolph J. Trappey III, (1992). 「Finding out why people shop your store and buy your brand: Automatic cognitive Processing Model of Primary Choice,」 Journal of advertising research, 32, 59-78.
連結：
Bagozzi, Richard P. (1992), 「the self- Regulation of attitude, Intentions and Behavior,」 social Psychology Quarterly, 55, 178-204.
連結：

Times Cited (2) 〈TOP〉

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