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系統識別號 U0002-0902200912393700
中文論文名稱 台北市東區複合式餐廳顧客滿意度之探討
英文論文名稱 A study of customer satisfaction of the complex restaurants in the Eastern District of Taipei City
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士在職專班
系所名稱(英) Department of International Trade
學年度 97
學期 1
出版年 98
研究生中文姓名 柳志達
研究生英文姓名 Chih-Tia Lin
學號 795550044
學位類別 碩士
語文別 中文
口試日期 2009-01-08
論文頁數 84頁
口試委員 指導教授-林光賢
委員-林光賢
委員-林江峰
委員-林克昌
中文關鍵字 台北市東區  複合式餐廳  服務品質  商店氣氛  顧客滿意度 
英文關鍵字 Eastern District of Taipei City  complex restaurants  service quality  store atmosphere  customer satisfaction 
學科別分類 學科別社會科學商學
中文摘要 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。

英文摘要 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.

論文目次 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




􁒵
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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
7.經濟部統計處,「批發、零售及餐飲業營業額」,97.10,2008年12月2日上網
搜尋,
http://2k3dmz2.moea.gov.tw/GNWEB/Indicator/Indicator01.aspx
?rptcod=D04
8.蔡渭水 (2006),2006年全國商業發展會議,2007年1月16日上網搜尋,
http://gcis.nat.gov.tw/b-info/pdf/20060125151558.pdf
9.維基百科,「台北東區」,2008年10月3日上網搜尋,
http://zh.wikipedia.org/wiki/%E5%8F%B0%E5%8C%97%E6%9D%B1%E5
%8D%80#.E6.9D.B1.E5.8D.80.E8.88.87.E8.A5.BF.E5.8D.80

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