| 摘要: | 本研究旨在探討高級中式餐廳的吸引力、服務品質對顧客的滿意度及忠誠度的影響分析。本研究採問卷調查法，針對至欣葉餐廳消費的顧客進行施測，計取得有效樣本288份，並利用描述性統計分析、因素分析、信度分析、單因子變異數分析、線性結構方程式等統計方法進行資料分析，實證分析結果如下：1 .消費的顧客以從事工商業，年齡層介於31-50歲居多，平均月收入40,000元至80,000元，消費的目的大多數為家庭聚會，主要考量餐飲的美味及裝潢氣氛。2.餐廳吸引力方面，以「食材的品質及新鮮度」與「餐廳地點適中、交通便利」對顧客的吸引力最強。服務品質方面，以「點餐的等候時間短」與「結帳買單時的速度和正確性」對顧客的重要性最高。3.吸引力經因素分析可分為「用餐環境」、「食材部份」、「餐飲種類」、「外觀內裝」、「料理部份」及「交通部份」等六個因素構面；服務品質經因素分析可分為「服務人員專業」及「服務項目」等二個因素構面。 4.服務品質對於吸引力有顯著的正向影響；吸引力對於滿意度及忠誠度有顯著的正向影響；滿意度對於忠誠度有顯著的正向影響；服務品質對於滿意度及忠誠度有正向影響，但影響不顯著。
The objective of this study is to find out the relation between the attraction, service quality, satisfaction and loyalty of the customers in the deluxe Chinese restaurant. General consumers who have consumed at and experienced the shin yeh restaurant are adopted in this study as the objects of the investigation. The survey yielded 288 valid respondents, and the process data have been analyzed by descriptive statistics analysis, Factor analysis, reliability analysis, one-way ANOVA analysis and LISREL. The empirical study indicated that:1.The expense customer is engaged in the industry and commerce, the age level is situated between 31-40 year old of majority, the average month receives 40,000 to 80,000, expends the goal majority is the peaceful reunification, mainly considers the dining the delicacy and the decoration atmosphere. 2. The restaurant attraction aspect, by “the food material quality and the freshness” and “the restaurant place moderate, the transportation is convenient” the attraction is strongest to the customer. The service quality aspect, by “Orders food the waiting time to be short” and “Pays up correctly also is fast” to customer's importance is highest.3. Attraction by using factor analysis, six factors were extracted and named as “Dines the environment”,” Food material part”,” Dining type”,” Outward appearance internal installation”, “Cooking part”, and” Transportation part”.Service quality by using factor analysis, two factors were extracted and named as “Service personnel quality”, and” Service project”.4. By using LISREL, the results showed that attraction positively affect willingness to satisfaction and loyalty; service quality, positively affect willingness to attraction; satisfaction, positively affect willingness to loyalty; service quality aren’t positively affect willingness to satisfaction and loyalty. |
