服务品质与行为意向关系之研究—以餐厅消费者为例.DOC

服務品質、滿意度與行為意向之相關性研究—以餐廳消費者為例 The relationship among service quality, satisfaction and behavioral intention - the case of restaurant consumers 陳怡均Yi-Chun Chen 高雄應用科技大學觀光與餐旅管理研究所 李明聰Ming-Tsung Lee 高雄應用科技大學觀光管理系Department of Tourism Management, National Kaohsiung University of Applied Sciences 摘要 台灣的餐飲市場競爭激烈，各家業者無不推陳出新以便吸引更多的顧客上門用餐，因此如何加強消費者與顧客間的正向關係是目前業者所關心的；在激烈的競爭環境下，提供高品質的產品及令人滿意服務為其成功經營的優勢來源，因此了解消費者對於服務品質的重要性，為餐飲業者於進行改善及修正經營依據的方針。故本研究依據消費者餐廳選擇因素進行市場區隔，將消費者區分為三個集群，分別為「生理需求」、「普通消費」與「全盤考量」集群。同時分別對消費者的餐廳選擇與服務品質重視進行因素分析將其簡化成數個因素組合。探討不同集群的消費者對於餐廳服務品質的重視的相關性，不同群消費者的滿意度與消費者行為意向的相關性。 本研究結果顯示，「普通消費」集群者與「餐廳可靠性」有正面相關，「全盤考量」集群者與「餐廳保證性」有正面相關；消費者滿意度與行為意向上，三集群消費者的整體用餐滿意度，皆與日後的推薦親友與再次前往用餐有正面相關性。 關鍵字：服務品質、滿意度、行為意向 ABSTRACT In Taiwan, the competition of food and beverage market is growing. The managers of FB industries always want to keep positive relationship with consumers and attract more and more consumers. In competitive environment, providing the products and services with high quality are the essential advantages for the managers. However, the managers of FB industries can improve and correct objectives by understanding the importance of quality for the consumers. This study divides the consumers into 3 clusters “Physiology demand”, “Normal purchase”, and “Overall concern” according to the factors that consumers choose restaurants. At the same time, the study adopts factor analysis to simplify the factors and probe into coherence, behavior orientation and satisfaction that consumer of different clusters care about. The finding of the study reveals “Normal purchase” has positive relationship with “Reliability of restaurants”. “Overall concern” has positive relationship with “Promise of the restaurants”. In consumer satisfaction and behavioral intention the satisfaction of all consumers have positive relationship with “Give recommendation to relatives” and “Back to the same restaurants again”. Keywords: Service quality, Satisfaction, Behavioral intention 1.前言 行政院主計處於2003年公佈之「