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(THI TUYET, NGUYEN)

指導教授 ： 陳怡昌

崑山科技大學/商業管理學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6828/KSU.2011.00008

摘要

本研究主要目的是要探索服務品質、知覺價值與再購意圖間的關係。所以本研究以越南河內市」吃到飽」餐廳的顧客為研究對象，瞭解影響知覺價值與再購意圖的重要因素。問卷調查於2010年進行，蒐集了267個有效樣本。資料分析方面包含描述性統計、t-test、ANOVA與徑路分析。分析結果顯示人口統計變數對於再購意圖有一定的影響。而且，服務品質對於知覺價值與再購意圖有正向的影響。此外，在服務品質與再購意圖的關係中，服務品質的直接效果為主要影響徑路。因此，本研究建議越南的吃到飽餐廳應該強化服務品質的提供，以提升顧客再購意願，尤其要著重在有形性與關懷性服務的提供。

關鍵字

越南 ； 吃到飽餐廳 ； 服務品質 ； 知覺價值 ； 再購意圖

並列摘要

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

並列關鍵字

Restaurants ； service quality ； perceived value ； repurchase intention

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