台北市酒吧消費者對服務品質差距與滿意度之相關研究

Abstract

隨著生活水準的提升，現今的消費者愈來愈重視業者的服務品質。本研究旨在探討台北市酒吧(Pub)消費者對於期望與實際知覺服務品質之差異，並進一步了解服務品質與顧客滿意度之相關性。 首先透過文獻探討的方式，分別對酒吧(Pub)服務特性、服務品質及顧客滿意度進行說明。本研究採用Parasuraman,Zeithaml,& Berry的服務品質模式，其五個構面包括有形性、可靠性、回應性、保證性及關懷性，並採用Parasuraman,Zeithaml,& Berry三位學者所提出的SERVQUAL量表進行測量。 本研究以曾經前往台北市酒吧(Pub)消費之顧客為主要研究對象，採用網路問卷調查法，共收集389份有效問卷。將回收之有效問卷資料加以整理，利用SPSS軟體對數據進行統計分析，透過敘述性統計分析、驗證性因素分析、信度與效度分析、成對t檢定與單因子變異數分析，以及迴歸分析模式來驗證研究變項的影響關係，最後提出相關管理意涵與後續研究建議。 由研究結果顯示，顧客對酒吧(Pub)服務品質的期望與實際知覺之間存在顯著的差異。整體來說，顧客所期望之服務品質明顯高於實際知覺之服務品質。而研究結果也顯示，不同人口統計變數的顧客對於服務品質之期望與實際知覺，以及滿意度的重視程度皆有顯著差異。再者，研究結果顯示顧客滿意度顯著受到顧客實際知覺之服務品質影響，故假若業者希望以提高滿意度來吸引顧客再次接受服務或增加新客源，應從縮小服務品質的差距著手，進行改善。

Life quality progressive obviously by level changing, Current consumer take the service quality much more serious than ever before. In this research focus on discussing the differences between expectation and practical feeling in service quality for consumer in Taipei' s pub, and try to realize correlation of the cumstomer’s Satisfaction and service quality. First of all by studying the reference, stating the service characterization, service quality and customer’s satisfaction for pub. This research take advantage of Parasuraman, Zeithaml & Berry service quality model. It' s including tangibility, reliability, responsiveness, assurance, empathy and utilize Parasuraman, Zeithaml & Berry that present the SERVQUAL table to measure. This research is based on customers who have been consume in Taipei' s pub for my primary studying group, using survey investigation in internet, then collected 389 available samples. Recycling all the available survey and prelimary analysis, using the SPSS analysis the statistical data. By proving Descriptive Analysis, Confirmatory Factor Analysis, Reliability Analysis, Validity Analysis, Paired-comparison T Test, One Way ANOVA Analysis, Scheffe' s Test and Regression Analysis for proving the effect from independent variable to depedent variable. Finally present some related management implications and future research recommendations. According to the result, the expectation of service quality and practical feeling exist a significant difference. Essentially, customer' s expectation in service quality is higher than practical feeling. Regarding to the evidence of this study, the customer service quality on the dimensions of the department store have a significant gap between expectations and perception. Furthermore, the dimensions of service quality and customer overall satisfaction correlated significantly in every items, department store should pay particular attention on quick respond what customer' s needs and understanding what they really want.