近年來國內餐飲業在產業轉型中已成為第二大類之服務業，其發展亦與國民生活文化改變及消費偏好息息相關，實是緊扣社會潮流。而餐飲業要成長，其服務價值的提升與當今消費者重視之價值考量，皆扮演著關鍵的要素；複合式餐廳就是轉型下結合不同業種、不同屬性餐品、不同感官享受、不同目的及服務取向之餐廳。
    本研究即係以消費者的觀點探討台北市東區複合式餐廳顧客重視與滿意程度及之間的關係。本研究以曾去過台北市東區複合式餐廳顧客為抽樣對象，採便利抽樣，有效問卷共223份。研究結果發現：
1. 依「DINESERV」餐廳量表分成服務品質之5項構面，結果顯示顧客最重視「可     
   靠性」、「有形性」及「保證性」等3構面；最重視的商店氣氛為「餐廳的整體
   氣味」。
2. 顧客最滿意的是「可靠性」、「有形性」及「反應力」等3構面；最滿意的商店
   氣氛為「餐廳的燈光照明」。
3. 在受測樣本中之「性別」與顧客滿意程度中服務品質的「反應力」構面間有顯  
   著相關存在；「職業」與顧客滿意程度各構面無相關，屬相互獨立；「月平均所
   得」與顧客滿意程度中的「商店氣氛」構面間有顯著相關存在，而不是相互獨
   立。

With the industrial restructuring in recent years, the catering sector has become the second largest type of the services sectors in Taiwan. The development of this sector is closely associated with major social trends including the changing patterns of life style and consumption preferences. While two elements are key to the operation in this sector, i.e., service value improvement and customer value consideration, complex restaurants have emerged as the places that combine various businesses, products, sensual pleasures, purposes, and services approaches.

This paper attempts to discuss, from the customer’s perspective, the degrees of importance and satisfaction (and their relations) of the complex restaurants in the Eastern District of Taipei City. The convenience sampling is used on the target population who have visited complex restaurants in the Eastern District of Taipei City, and a total of 223 valid questionnaires are produced as results.According to the findings:

1.Among the five dimensions of “DINESERV” ordinal scale,  
  “reliability”, “tangibles”, and “assurance” are most  
  relevant to customers; “overall atmosphere of the 
  restaurant” is the most relevant store atmosphere.
2.Customers are most satisfied with “reliability”, 
  “tangibles”, and “responsiveness”; “lighting of the 
  restaurant” is the most satisfactory store atmosphere.
3.There exits an obvious correlation between the recipients’ 
  “gender” and “responsiveness”. The “occupation” of 
  recipients and the dimensions of PZB model appear to be 
  unrelated and mutually independent. “Average monthly 
  income” and “store atmosphere” are obviously correlated 
  and not mutually independent.

目  錄
 頁次
圖目錄..........................................................................................................................Ⅵ
表目錄..........................................................................................................................Ⅶ
第一章  緒論.............................................................................................................1
    第一節  研究背景與動機.....................................................................................1
    第二節  研究目的.................................................................................................3
    第三節  研究對象與範圍.....................................................................................3
    第四節  研究流程.................................................................................................4
第二章  文獻探討....................................................................................................6
    第一節  台北市東區之定義.................................................................................6
    第二節  餐飲業現況與複合式餐廳之定義.........................................................8
    第三節  服務品質構面與模式...........................................................................10
    第四節  顧客滿意度...........................................................................................23
    第五節  商店氣氛...............................................................................................31
第三章   研究架構與設計.................................................................................36
    第一節  研究架構...............................................................................................36
    第二節  問卷設計...............................................................................................37
    第三節  抽樣設計...............................................................................................41
    第四節  統計分析方法.......................................................................................42
第四章   資料分析...............................................................................................44
    第一節  信度分析...............................................................................................44
    第二節  樣本結構敘述性分析...........................................................................48
    第三節  重視程度分析.......................................................................................52
    第四節   滿意程度分析......................................................................................56
    第五節   人口統計變數與顧客滿意度的關聯性..............................................60
第五章   結論與建議...........................................................................................69
    第一節   研究結論..............................................................................................69
    第二節   研究限制與建議..................................................................................72
參考文獻.....................................................................................................................74
    中文部份................................................................................................................74
    英文部份................................................................................................................76
    網站部份................................................................................................................82
附錄    研究問卷....................................................................................83

圖目錄
頁次
圖1–1 研究流程圖.......................................................................................................5
圖2–1台北東區商圈範圍圖........................................................................................7
圖2–2服務品質的觀念性模式..................................................................................16
圖2–3認知服務品質的10個構面............................................................................18
圖2–4顧客知覺品質與顧客滿意度關係圖..............................................................30
圖3–1研究架構..........................................................................................................37

表目錄
頁次
表2–1 93年迄今餐飲業營業額及年增率統計表.......................................................8
表2–2服務的定義......................................................................................................10
表2–3產品與服務差異表..........................................................................................12
表2–4服務品質定義彙整..........................................................................................13
表2–5 SERVQUAL量表5構面及意義....................................................................19
表2–6 SERVQUAL量表5構面與評量項目............................................................20
表2–7 SERVQUAL與DINESERV服務品質量表...................................................21
表2–8顧客滿意度定義彙整表..................................................................................23
表2–9商店氣氛定義之彙整......................................................................................32
表2–10彙整商店氣氛組成構面之比較....................................................................35
表3–1餐廳的服務品質構面及組成問項..................................................................39
表3–2餐廳的商店氣氛構面及組成問項..................................................................40
表3–3 Cronbach’s α評定準則....................................................................................42
表4–1重視程度部份之Cronbach’s α值表...............................................................45
表4–2滿意程度部份之Cronbach’s α值表...............................................................47
表4–3有效樣本之性別分佈表..................................................................................49
表4–4有效樣本之婚姻狀況分佈表..........................................................................49
表4–5有效樣本之年齡分佈表..................................................................................50
表4–6有效樣本之教育程度分佈表..........................................................................50
表4–7有效樣本之職業分佈表..................................................................................51
表4–8有效樣本之每月平均所得分佈表..................................................................51
表4–9服務品質屬性之重視程度分析表..................................................................54
表4–10商店氣氛屬性之重視程度分析表................................................................55
表4–11服務品質屬性之滿意程度分析表................................................................58
表4–12商店氣氛屬性之滿意程度分析表................................................................59
表4–13滿意度程度區分表........................................................................................60
表4–14各構面滿意程度區隔與年齡之交叉分佈....................................................61
表4–15各構面滿意程度區隔與職業之交叉分佈....................................................63
表4–16 各構面滿意程度區隔與月平均所得交叉分佈...........................................66
 



 ᒵ

一、中文部分
1.王俊人（2006），「電影院之顧客滿意度探討-台南華納威秀影城與新光影城為
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2.王美玲（2008），「銀行業顧客服務品質滿意度之研究-以大台北地區為例」，
  淡江大學商學院國際商學碩士在職專班論文，未出版，台北。
3.日本能率協會著，劉滌昭譯(1994)，顧客滿意度測量手法，台北：中國生產力中
  心。
4.李佩娗（2005），「網路銀行服務品質與顧客滿意度之研究」，成功大學統計學
  研究所碩士論文，未出版，台南。
5.李季葦（2006），「銀行服務品質與顧客滿意度之研究」，成功大學統計學研究
  所碩士論文，未出版，台南。
6.杉本辰夫(1976)，盧淵源譯，事務、營業、服務的品質管制，台北：中興管理顧
  問公司。
7.沈進成（2006），「複合式餐廳產業現況與未來發展趨勢」，發表於複合式餐廳
  創業學術研討會，台南科技大學，未出版，台南縣。
8.吳則雄（2006），「複合式餐廳創業之評估」，發表於複合式餐廳創業學術研討
  會，台南科技大學，未出版，台南縣。
9.吳萬益、吳明隆（2007），SPSS操作與應用–問卷統計分析實務，初版，台北：
  五南。
10.吳明隆（2007），SPSS操作與應用–問卷統計分析實務，初版，台北：五南。
11.吳明隆（2008），SPSS操作與應用–多變量分析實務，初版，台北：五南。
12.林秀姿（2002），「重讀1970以後的台北：文學再現與台北東區」，台灣大學
   建築與城鄉研究所博士論文，未出版，台北。
13.凌均地（2006），「複合式餐廳服務品質、知覺價值、顧客滿意與行為意向關
   係之研究」，長榮大學經營管理研究所碩士論文，未出版，台南。
14.郭恬宜（2008），「國內汽車消費者生活型態與市場區隔之研究」，淡江大學
   國際貿易學系國際企業學碩士在職專班論文，未出版，台北。
15.黃泰誠（2006），「複合式餐飲業吸引力、滿意度與忠誠度關係之研究」，長
   榮大學經營管理研究所碩士論文，未出版，台南。
16.崔立新著、方世榮審訂（2004），服務業品質評量，初版，台北：五南。
17.楊錦紋（2007），「大眾銀行顧客服務品質滿意度之研究」，淡江大學國際貿
   易學系國際企業學碩士在職專班論文，未出版，台北。
18.劉坤潔（2006），「台鐵滿意度之分析」，中央大學統計研究所碩士論文，未
   出版，桃園。
19.謝耀龍(1997)，顧客滿意經營，台北：華泰文化。
20.鍾欣蘭（2008），「服務品質、企業形象與顧客滿意度之關聯性研究-以台灣銀
   行為例」，成功大學統計學研究所碩士論文，未出版，台南市。
21.魏銘宏(2002)，「量販店服務品質、顧客滿意與顧客忠誠之相關性研究-以台
   南都會地區量販店為例」，成功大學企業管理研究所碩士論文，未出版，台南。


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12.Churchill Gilbert and Surprenant, C.,(1982) “An 
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三、網站部份
1.Google 網站(地圖)，2009年1月25日上網搜
  尋，http://maps.google.com.tw/
2.全國就業e網，95.06，2007年12月5日上網搜尋，  
  http://www.ejob.gov.tw/news/cover.aspx?
  tbNwsCde=NWS20070622SSU881818&tbNwsTyp=671
3.奇摩生活網站，「Brown Sugar 餐廳」，2008年11月25日上網搜尋，
 http://tw.lifestyle.yahoo.com/6dab3070/050203/143/1ykei.htm 20081217
4.奇摩生活網站，「卡內基餐廳」，2008年11月25日上網搜尋，
 http://tw.lifestyle.yahoo.com/6dab3070/050203/143/1yk1d.html
5.奇摩生活網站，「In House Lounge Bar」，2008年11月25日上網搜尋，
 http://tw.lifestyle.yahoo.com/6dab3070/050203/143/1yk0m.html
6.財政部統計處，「財政部統計月報」，97.10，2008年12月2日上網搜尋，
 http://www.mof.gov.tw/ct.asp?xItem=28826&CtNode=131&mp=6
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