餐飲環境氣氛食物品質服務品質與顧客滿意度及顧客忠誠度之關係研究-以大溪保健養生餐廳為例

Abstract

近年來台灣餐飲業經過多年的發展，在經營上取得了相當好的成績，不只各大品牌跨足海外，擴大經營版圖，並相繼掛牌上市，以取得更多的資源，另一方面也已經受到投資人與社會大眾的認可，成為年輕人就業的優先選擇之一。但是，餐飲業投入者眾多，競爭激烈，因此如何塑造特色與競爭者區隔，並且強化經營能力以獲取消費者認同，就成為每一個經營者面對的重要課題。本研究選擇一家以藥膳保健為特點的餐廳做為研究對象，希望透過蒐集消費者對餐廳環境氣氛、食物品質、服務品質的認知，結合人口統計變數，來研究三者與顧客滿意度及顧客忠誠度之關係，以及顧客滿意度與顧客忠誠度之間的關係，據此嘗試對餐廳之消費者做進一步的分析，並對餐廳未來的經營與行銷方針，提出建議。

本研究針對382份有效問卷，使用SPSS12.0版統計軟體進行分析，結果如下： 1. 「環境氣氛」、「食物品質」、「服務品質」對「顧客滿意度」與「顧客忠誠度」有顯著的影響。 2. 「人口統計變項」中「婚姻」對「環境氣氛」、「食物品質」、「服務品質」、「顧客滿意度」與「顧客忠誠度」無顯著影響，「性別」有部分差異，其它變項則有部分到全部的差異。 3. 「顧客滿意度」與「顧客忠誠度」之間有顯著的相關性。 4. 顧客群主要分為團體遊客與家庭等散客，因此雖有高「顧客滿意度」與「顧客忠誠度」，仍有半數為新顧客，餐廳應針對不同客群特性設計經營方針。

In recent years, Taiwan's food and beverage industry after years of development, has made considerable success in business. Not only major brands branched out overseas to expand the business territory, have gone to IPO to obtain more resources successively, but also have gained investors and the public's recognition as one of the preferred option for youth employment. However, the operators of food and beverage industry are numerous, and the competition is intense, so how to shape the characteristics to differentiate with competitors, and strengthen management capacity to obtain consumer acceptance, has become an important issue faced by the operators. In this study, one characterized as a healthy dietary restaurant was chosen for the research object,to collect the consumers' perception of environmental atmosphere, food quality, service quality of the restaurant, combined with demographic variables to study the relationship between environmental atmosphere, food quality, service quality and customer satisfaction, customer loyalty to do further analysis of the customers of the restaurant accordingly and attempt to provide suggestions for its future business and marketing policy. This study analyzes 382 valid questionnaires using the statistical software SPSS 12.0. The results are as follows: 1.There is a significant relationship between "environmental atmosphere", "food quality", "service quality", and "customer satisfaction", "customer loyalty". 2."Marriage" of the "demographic variables" makes no difference to "environmental atmosphere", "food quality", "service quality", "cus-tomer satisfaction" and "customer loyalty". "Gender" makes some difference and the other variables make partial to total difference. 3. There is a significant relationship between "customer satisfaction" and "customer loyalty".