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系統識別號 U0026-2301201411480800
論文名稱(中文) 頂級麻辣鴛鴦火鍋餐廳之行銷策略研究-以M頂級麻辣鴛鴦火鍋餐廳為例
論文名稱(英文) The Marketing Strategies of Spicy Hotpot Restaurants—An Example of 「The M Spicy Hotpot Restaurant」Case
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 102
學期 1
出版年 103
研究生(中文) 彭婉芝
研究生(英文) Wan-Chih Peng
學號 R07001395
學位類別 碩士
語文別 中文
論文頁數 104頁
口試委員 指導教授-祝鳳岡
口試委員-劉明德
口試委員-張伯謙
中文關鍵字 行銷策略  環境氣氛  食物品質  服務品質  顧客滿意度  顧客忠誠度  麻辣鴛鴦火鍋餐廳 
英文關鍵字 Marketing Strategies  Physical Environment  Quality of Food  Quality of Service  Customer loyalty  Customer Satisfaction  Restaurant 
學科別分類
中文摘要 本研究主要是以M頂級麻辣鴛鴦火鍋餐廳的顧客為研究對象,探討消用者對於M頂級麻辣鴛鴦火鍋餐廳之環境氣氛、食物品質、服務品質、顧客忠誠度與顧客滿意度間的關連性。研究針對M頂級麻辣鴛鴦火鍋餐廳之顧客作為問卷抽樣進行調查,共計發出350份問卷,扣除部份內容不完整的39份問卷,回收的有效問卷共有311份,問卷的回收率為89%。根據研究目的之需要,將利用敘述性統計分析,因數分析、信度分析信度檢定、皮爾森相關、迴歸分析、變異數分析等方法進行實證分析。實證結果發現如下:
經由分析結果顯示,顯示環境氣氛、食物品質與服務品質對顧客忠誠度與顧客滿意度具有顯著正向的影響,其中之食物品質對顧客滿意度與服務品質對顧客滿意度的影響效果顯著,顧客滿意度會正向影響顧客忠誠度。
研究結果顯示,其中以重視服務品質的消費者最多,因此M頂級麻辣鴛鴦火鍋餐廳如能持續維持良好的服務品質,便可提高顧客滿意度與忠誠度。此點可做為M頂級麻辣鴛鴦火鍋餐廳提升內部核心價值與規劃行銷策略的參考。
英文摘要 In this study, the relationship between physical environment, quality of food, quality of service, customer satisfaction and customer loyalty for M restaurant is discussed. Random questionnaire surveys were taken in the analysis department of several customers. The participants are narrowed down to only been to M restaurant. In total, 350 copies of questionnaires were collected, and 311 valid questionnaires were returned, with a valid return rate of 89%.
Based on the purpose and assumption of the study, SPSS was adopted to analyze data. Statistical methods used in this study include factor analysis, ANOVA, Duncan’s test, T-test, and Pearson’s product-moment correlation analysis. After analysis of the data and validation of the assumptions, the following conclusions were drawn:
The physical environment, food quality, service quality, customer satisfaction and customer loyalty were found to have positive and direct influence on each other. In particular, both food quality and service quality were found to have significant effects on customer satisfaction. Additionally, customer satisfaction was found to have a significant effect on customer loyalty.
Based on a large number of customers’ responses that emphasize the importance of service quality, we can see how information of M restaurant’s food quality and service quality will signficantly influence customer satisfaction. The critical steps for M restaurant to directly improve customer satisfaction and customer loyalty are through maintaining food quality and service quality. This point may be used as reference when the company is formulating marketing strategies.
論文目次 目錄
中文摘要 I
英文摘要 II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 IX
第壹章 緒論 1
第一節 研究背景 1
第二節 研究目的 2
第三節 研究範圍與對象 3
第四節 研究流程 3
第貳章 文獻探討 6
第一節 環境氣氛 6
第二節 食物品質 8
第三節 服務品質 10
第四節 顧客滿意度 18
第五節 顧客忠誠度 21
第參章 研究方法 24
第一節 研究架構 24
第二節 變項構面之操作型定義 25
第三節 問卷與抽樣設計 30
第四節 資料分析方法 33
第肆章 研究結果 36
第一節 樣本分析 36
第二節 描述性統計分析 39
第三節 因素分析與信度檢定 47
第四節 相關分析 57
第五節 迴歸分析 60
第六節 差異性分析 71
第七節 假設驗證 77
第伍章 結論與建議 80
第一節 研究結論 80
第二節 研究建議 84
第三節 研究限制 86
參考資料 89
附錄一 正式問卷 95







表目錄
表2-1環境氣氛定義 7
表2-2食物品質定義 9
表2-3服務品質定義 11
表2-4 PZB服務品質之衡量構面 16
表2-5顧客滿意度之定義.. 18
表2-6顧客意度度之概念 20
表2-7顧客忠誠度之定義 22
表3-1環境氣氛之衡量構面及操作型定義 25
表3-2食物品質之衡量構面及操作型定義 26
表3-3服務品質之衡量構面及操作型定義 27
表3-4顧客滿意度之衡量構面及操作型定義 28
表3-5顧客忠誠度之衡量構面及操作型定義 29
表3-6人口統計變項 29
表3-7研究構面與衡量尺度 31
表3-8 Cronbach 'sα係數之參考指標 34
表4-1人口變數統計資料 37
表4-2環境氣氛構面之平均數與標準差 39
表4-3食物品質構面之平均數與標準差 42
表4-4服務品質構面之平均數與標準差 43
表4-5顧客滿意度構面之平均數與標準差 45
表4-6顧客忠誠度構面之平均數與標準差 46
表4-7環境氣氛構面之因素分析與信度檢定 48
表4-8食物品質構面之因素分析與信度檢定 50
表4-9服務品質構面之因素分析與信度檢定 52
表4-10顧客滿意度構面之因素分析與信度檢定 54
表4-11顧客忠誠度構面之因素分析與信度檢定 56
表4-12 Pearson相關分析 57
表4-13環境氣氛與顧客滿意度與顧客忠誠度相關分析 58
表4-14食物品質與顧客滿意度與顧客忠誠度相關分析 58
表4-15服務品質與顧客滿意度與顧客忠誠度相關分析 59
表4-16顧客滿意度與顧客忠誠度相關分析 59
表4-17環境氣氛、食物品質與服務品質對顧客滿意度與顧客忠誠度之廻歸分析60
表4-18顧客滿意度對顧客忠誠度構面的迴歸分析 62
表4-19環境氣氛、食物品質、服務品質對顧客滿意度的複廻歸分析 64
表4-20環境氣氛對顧客忠誠度之複廻歸分析 66
表4-21食物品質對顧客忠誠度之複廻歸分析 68
表4-22服務品質對顧客忠誠度之複迴歸分析 70
表4-23性別 t檢定分析結果 71
表4-24婚姻狀況與各構面的分析結果 72
表4-25教育程度與各構面的分析結果 73
表4-26年齡與各構面的分析結果 74
表4-27職業與各構面的分析結果 75
表4-28個人平均月收入的分析結果 76
表4-29研究假設與驗證結果之彙整 77

圖目錄
圖1-1 研究流程 5
圖2-1 Gronroos整體認知服務品質模式 13
圖2-2 PZB服務品質之衡量構面 15
圖2-3「Royalty triangle」模式 22
圖3-1本研究架構 24
圖4-1新模式研究架構 80
參考文獻 一、 中文文獻
1. 洪嘉蓉(2003),「服務品質、滿意度與忠誠度關係之研究─以中華電信公司ADSL顧客為例」,大葉大學資訊管理研究所碩士論文。
2. 劉緯武(2000),西式炸雞速食連鎖店在食品品質顧客滿意度之調查研究,碩士論文,中國文化大學生活應用科學所,台北。
3. 陳順宇(2004),多變量分析,第四版,華泰書局。
4. 范姜秀桂(2006),「組織變革、全面品質管理與組織經營績效關係之探討─以台灣菸酒股份有限公司為例」,中山大學企業管理學系研究所碩士論文。










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