淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


  查詢圖書館館藏目錄
系統識別號 U0002-1206201300530500
中文論文名稱 等候服務品質、顧客滿意度與顧客忠誠度之關係-以full service餐廳為例。
英文論文名稱 The Relationships among waiting service quality,customer satisfaction and customer loyalty- an example of full service restaurant.
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 101
學期 2
出版年 102
研究生中文姓名 許玉林
研究生英文姓名 Yuh-Lin Sheu
學號 700610271
學位類別 碩士
語文別 中文
口試日期 2013-05-24
論文頁數 49頁
口試委員 指導教授-吳坤山
委員-楊志德
委員-楊立人
中文關鍵字 等候服務品質  顧客滿意度  顧客忠誠度  餐飲業 
英文關鍵字 Waiting service quality  Customer satisfaction  Customer loyalty  full service restaurant 
學科別分類
中文摘要 在當今時間就是金錢、時間就是一切的世界趨勢下,在日常生活中,每天的食衣住行都會遇到各式各樣的排隊,然隨著人們生活節奏的加快,人們更加珍惜自己的時間,許多人已經越來越沒有耐心排著長隊等待服務,過長或不愉悅的等候,可能成為顧客購買服務或產品的重要影響因素。因此,如何有效加強顧客排隊管理、縮短顧客排隊等候時間、提升顧客對服務的滿意度,成為服務提供業者急需解決的問題。
就臺灣服務業來看,臺灣餐飲業營業額刻正穩定成長中,而臺灣餐飲業要在服務上創新,提高顧客滿意度及顧客忠誠度,可考量從改善等候服務品質著手。基此,本研究僅藉由實證研究方法,以曾有在full service餐廳等待服務經驗之消費者為研究對象,來探討full service餐廳等候服務品質、顧客滿意度及顧客忠誠度間的關係,以做為臺灣餐飲業服務創新之參考。本研究總計發放350份問卷,有效回收樣本數為330份,有效樣本回收率為94.3%。透過敘述性統計、信度分析、效度分析、及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析,其主要研究結果如下:
  當餐飲業的等候服務品質愈佳時,會顯著的提高顧客滿意度,而顧客滿意度愈高時,亦會顯著的提高顧客忠誠度,但是提升等候服務品質並不會立即且直接的造成顧客忠誠度的上揚。此外研究結果顯示,顧客滿意度為關鍵中介變項,建議full service餐廳應關注滿意度之中介影響,來提升消費者再惠顧意願,並據以提出策略性的行銷策略。
英文摘要 Time is money and time means everything. Under such a worldwide trend, people queue up for food, clothing, housing, and transportation in daily life. However, while living in a more intensive lifestyle, people are more care about their time and have less and less patience lining in a long queue to wait for service. Long queue or unpleasant waiting may be an important factor affecting customers’ willing to purchase the service or products. Therefore, how to sufficiently manage customers queuing in, shorten time period of customers waiting, and improve customer satisfaction become essential issues for service provider.
Food and beverage industry turnover grows steadily in Taiwan. In service innovation of Taiwan food and beverage industry, it can be considered to improve the quality of waiting service as a start to improve customer satisfaction and customer loyalty. The main subjects of this study were the consumers with the experiences of waiting for service in the full service restaurants. They were asked to complete a series of questionnaires; these data were collected and used as the basis of empirical research. The aim of this thesis is to study the relationships among the waiting service quality, customer satisfaction and customer loyalty. As the results, it will help the service innovation of food and beverage industry in Taiwan. Total 350 questionnaires had been distributed, and 330 valid samples were retrieved. The effective response rate was 94.3%. Descriptive statistics, reliability analysis, validity analysis, and the partial least square method have been applied in order to examine the proposed research framework. After the empirical research, the major findings were as follows:
When waiting service quality of full service restaurant becomes better, it will significantly improve customer satisfaction. If customer satisfaction is higher, it will significantly improve customer loyalty. However, the waiting service quality of full service restaurant will not immediately and directly increase customers’ loyalty. Furthermore, the research result shows that customer satisfaction is the key intervening variable. This study suggests that the full service restaurant should concern about the intervening influence of satisfaction to enhance consumers’ intention of repurchase, and propose the marketing strategies accordingly.
論文目次 目錄I
表目錄II
圖目錄III
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 研究流程4
第二章 文獻探討5
第一節 等候服務品質 5
第二節 顧客滿意度10
第三節 顧客忠誠度13
第四節 研究變項間之關聯16
第三章 研究方法19
第一節 研究架構19
第二節 研究假設20
第三節 研究變項與操作型定義20
第四節 研究對象與範圍24
第五節 統計分析24
第四章 實證分析結果 27
第一節 樣本結構分析 27
第三節 研究變項之因果關係32
第五章 結論與建議40
第一節 研究結論與發現40
第二節 管理意涵42
第三節 研究限制45
第四節 後續研究建議 45
參考文獻47
中文文獻47
英文文獻49
附錄:正式問卷58

表目錄
表2-1等候服務品質衡量方式彙整表9
表3-1等候服務品質之衡量題項21
表3-2顧客滿意度之衡量題項22
表3-3顧客忠誠度之衡量題項23
表4-1正式樣本特性27
表4-2【等候服務品質】之KMO值及BARTLETT球形檢定30
表4-3【等候服務品質】之因素分析30
表4-4【顧客滿意度】之KMO值及BARTLETT球形檢定31
表4-5【顧客滿意度】之因素分析31
表4-6研究構面之信效度表34
表4-7負荷量-跨負荷量矩陣36
表4-8相關係數矩陣36
表4-9研究模型路徑結果表38
表4-10影響顧客忠誠度之路徑39
表5-1研究假說彙整表 40

圖目錄
圖1-1研究流程圖4
圖3-1本研究架構圖19
圖4-1本研究相關變數之因果關係路徑37
參考文獻 中文文獻
1.大前研一(2000)。第四波變革臺灣要趕上。經濟日報,2000/04/27(A2)。
2.李佳融(2009)。期待意向、等候品質、滿意度及忠誠度關係之研究-以花蓮遠雄海洋公園為例。國立高雄餐旅學院旅遊管理研究所碩士論文。
3.周傳忠、沈杰(2010)。品牌形象,顧客滿意和顧客忠誠關係研究。蘭州商學院學報,26(3),58-62。
4.林谷合、蕭櫓、彭耀平(2012)。餐飲服務業中服務品質、互動強度與忠誠度關係之驗證:探討關係品質的中介角色。觀光休閒學報,18(2),135-161。
5.陳晨(2008)。顧客等待時間-顧客滿意概念模型及實證。福建論壇(社科教育版),10,121-123。
6.陳奕儒(2012)。異國餐廳形象、滿意度和忠誠度關係之研究-兼論熟悉度的干擾效果。南華大學旅遊管理學系旅遊管理碩士班碩士論文。
7.陳群元(2004)。銀行業最適等候模式之建構研究。東吳大學企業管理研究所碩士論文。
8.孫華貞、汪京強(2012)。就餐環境對顧客感知的等候時間及行為意向影響。樂山師範學院學報,27(3),82-84。
9.張金龍(2006)。等待品質與顧客滿意度之相關研究─以華南銀行為例。銘傳大學管理研究所碩士論文。
10.詹定宇(1998)。等待品質觀念性架構及其未來之研究。第四屆服務管理研討會論文集,131-147。
11.詹定宇(2002)。一個多元等待品質量表之發展。管理學報,19 (4),585-614。
12.詹麗珠(2002)。等待者特性對等待品質評價之研究─以醫院中等待線為例。靜宜大學企業管理研究所碩士論文。
13.趙曉煜、陳楚妍、曹忠鵬(2012)。服務業等候質量量表的開發與應用—基於顧客感知的視角。東北大學學報社會科學版,1(14),30-32
14.簡惠珠(2006)。顧客價值、價格知覺、顧客滿意度、轉換成本對顧客忠誠度影響之研究—以量販店為例。國立成功大學高階管理碩士在職專班碩士論文。

英文文獻
1.Anderson, J.C. and Gerbing, D.W. (1988), Structural equation modeling in practice: A review and recommended two-step approach, Psychological Bulletin, 13(3), 411-423.
2.Anderson, E. and Sullivan, M.W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
3.Anderson, E.W., Fomell, C. and Lehmamn, D.R. (1994). Customer satisfaction, market share and profitability. Journal of Marketing, 58, 53-66.
4.Bagozzi, R.P. and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
5.Baker, J., and Cameron, M. (1996). The Effects of the service environment on affect and consumer perception of waiting time: An integrative review and research Propositions. Journal of the Academy of Marketing Science, 24(4), 338-349.
6.Barclay, D., Higgins, C.A. and Thompson, R.L. (1995). The Partial least squares (PLS) approach to causal modeling: personal computer adoption and use as an illustration. Technology Studies, 2(2), 285-309.
7.Bielen, F. and Cemoulin, N. (2007). Waiting time influence of satisfaction-loyalty relationship in services. Managing Service Quality, 17(2), 174-193.
8.Bolton, R.N. and Drew, J.H. (1991). A Multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17, 375-384.
9.Boulding, W.A., Kalra, R.S. and Zeithaml, V.A. (1993). A Dynamic process model of service quality: from expectation to behavioral intentions. Journal of Marketing Research, 30, 7-27.
10.Brady, M.K. and Robertson, C.J. (2001). Searching for a consensus on the antecedent role of service quality and satisfaction: An exploratory cross-national study. Journal of Business Research, 51(1), 53–60.
11.Cardozo, R.N. (1965). An Experimental study of Consumer Effort, Expectation, and satisfaction. Journal of Marketing Research, 2, 244-249.
12.Carmon, Z., Shanthikumar, J.G. and Carmon, T.F. (1995). A Psychological perspective on service segmentation models: the significance of accounting for consumers’ perceptions of waiting and service. Management Science, 42(11), 1806-1815.
13.Cheung, C.M.K. and Lee, M.K.O. (2010). A theoretical model of intentional social action in online social networks. Decision Support Systems, 49(1), 24-30.
14.Chin, W.W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), 7-16.
15.Churchill, G.A. and Surprenant, C. (1982). An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, 19, 491-504.
16.Cronin, J.J. and Taylor, S.A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(2), 125-131.
17.Cronin, J., Brady, M. and Hult, G. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76, 193-218.
18.Crosby, L.A., Evans, K.R. and Cowels, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-81.
19.Czepiel, P. and Rosenberg, J.E. (1976). Product performance and consumer satisfaction: A new concept. Journal of Marketing, 40(23), 26-34.
20.Davis, B.R. and Mentzer, J.T. (2006). Logistics service driven loyalty: An exploratory study. Journal of Business Logistics, 27(2), 53-73.
21.Dick, A.S. and Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
22.Dubé-Rioux Laurette, Schmitt Berndt, H. and Leclerc France (1989). Consumers’ reaction to waiting: when delays affect the perception of service quality. Advances in Consumer Research, 16(1), 59-63.
23.Engerl, J.F., Blackwell, R.D. and Miniard, P.W. (1990). Consumer Behavior, New York: Dryden Press.
24.Fornell, C. (1992). A national customer satisfaction barometry: The Swedish experience. Journal of Marketing, 56(1), 6-21.
25.Fornell, C. and Cha, J. (1994). Partial least squares. In R. P. Bagozzi (Ed.), Advanced Methods of Marketing Research (pp. 52-78), Oxford: Blackwell.
26.Fornell, C. and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
27.Fredericks, J.O. (2001). Connecting customer loyalty to financial results. Marketing Management, 10(1), 26-32.
28.Frederick, R.F. (1996). Learning form customer defections. Harvard Business. March-April, 57-69.
29.Gefen, D., Straub, D.W. and Boudreau, M.C. (2000). Structural equation modeling and regression: Guidelines for research practices. Communication of the Association for Information Systems, 7(4), 1-79.
30.Gefen, D. and Straub, D.W. (2005). A Practical Guide to Factorial Validity Using PlS-Graph: Tutorial and Annotated Example, Communications of the Association for Information Systems, 16(5), 91-109.
31.Griffin, J. (1997). Customer loyalty: How to earn it, how to keep it. New York: Lexington Book.
32.Gronholdt, L., Martensen, A. and Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11(4-6), 509-514.
33.Gronroos, C. (1990). Service management and marketing. Management the moments of truth in service competition. Massachusetts: Lexington Books.
34.Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998). Multivariate Date Analysis International Edition (5th ed), N. J.: Prentice-Hall.
35.Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice-Hall.
36.Haynes, P.J. (1990). Hating to wait: Management the final service encounter. The Journal of services Marketing, 4(4), 20-26.
37.Hempel, D.J. (1977). Consumer Satisfaction with the Home Buying Proces: Conceptualization and Measurement. In The Conceptualization of Consumer Satisfaction and Dissatisfaction. H. Keith Hunt, Cambridge, Mass: Marketing Science Institute.
38.Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser, W.E.Jr. and Schlesinger, L.A. (1994). Putting the service profit chain to work. Harvard Business Review, 72(2), 164-175.
39.Hornik, J. (1984). Subjective v.s. Objective time measures: A note on the perception of time in consumer behavior. Journal of Consumer Research, 11(1), 615- 618.
40.Houston, M.B., Bettencourt, L.A. and Wenger, S. (1998). The Relationship between waiting in a service queue and evaluations of service quality. Psychology and Marketing, 15(8), 735-753.
41.Howard, J.A. and Sheth, J.N. (1969). The Theory of Buyer Behavior. John Wiley and Scons Inc., New York, NY.
42.Howell, J.M. and Aviolo, B.J. (1993). Transformational leadership, transactional leadership, locus of control, and support for innovation: key predictors of consolidated-business-unit-performance. Journal of Applied Psychology, 78(6), 891-902.
43.Hui, M.K., Thakor, M.V.,& Gill, R. (1988). The effect of delay type and service stage on consumer reactions to waiting. Journal of Consumer Research, 24(4), 469-479.
44.Hui, M.K., and Tse, D.K. (1996). What to tell consumers in waits of different lengths: An integrative model of service evaluation. Journal of Marketing, 60(2), 81- 90.
45.Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20(2), 195-204.
46.Hunt, H.K. (1977). Consumer satisfaction/dissatisfaction: overview and research of directions. In the conceptualization of consumer satisfaction and dissatisfaction. Cambridge, Mass: Marketing Science Institute, 455-488.
47.Hwang, J. and Lambert, C.U. (2005). Customer’s identification of acceptable waiting times in a multistage restaurant system. Journal of Foodservice Business Research, 8(1), 3-16.
48.Jones, O. and Sasser, E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88-99.
49.Kaiser, H.F. (1974). An index of factorial simplicity. Psychomettrika, 39, 31-36.
50.Kandampully, J. (1998). Service quality to service loyalty: a relationship which goes beyond customer services. Total Quality Management, 9, 431-443.
51.Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation and Control. 7th ed., NJ: Prentice Hall, Englewood Cliffs Press, 246-249.
52.Kotler, P. (1997). Marketing Management: Analysis, Planning, implementation and Control. Englewood Cliffs, NJ: Prentice-Hall Oliver .L. (1981). Measurement & evaluation of satisfaction process in retail settings. Journal of Retailing, 57, 29-45.
53.Kotler, P. (2003). Marketing management (11th ed.). NJ:Prentice Hall Inc.
54.Kotler, P. and Keller, K.L. (2006). Marketing Management (12nd ed.), NJ: Prentice Hall.
55.Kumar, Piyush, Kalwani, Manohar, U. and Data, Maqbool (1997). The Impact of waiting time guarantees on consumer waiting experiences. Marketing Science, 16(4), 295-314.
56.Lovelock, C.H. (1996). Service Marketing. Englewood Cliffs, NJ: Prentice-Hall.
57.Maister, D.H. (1985). The Psychology of Waiting Lines. Lexington: Lexington Books.
58.Medina, M.Q. and Chaparro, J.P. (2007/2008). The impact of the human element in the information systems quality for decision making and user satisfaction. The Journal of Computer Information Systems, 48(2), 44-53.
59.Milgram, S., Liberty, H.J. and Toledo, R. (1986). Response to intrusion into waiting lines. Journal of Personality and Social Psychology, 5l(4), 683-689.
60.Neal, W.D. (1999). Satisfaction is nice, but value drives loyalty. Marketing Research, 11(1), 20-23.
61.Nie, W. (2000). Waiting: integrating social and psychological perspectives in operations management . Omega, 28(6), 611- 629.
62.Nicholls, J.A.F., Gilbert, G.R. and Roslow, S. (1998). Parsimonious measurement of customer satisfaction with personal service and the service setting. Journal of Consumer Marketing, 15(3), 239-253.
63.Nunnally, J.C. and Bernstein, I.H. (1994). Psychometric Theory (3rd Ed.). New York: McGraw-Hill.
64.Nunnally, J.C. (1978). Psychometric Theory. New York: Mcgraw-Hill.
65.Oliver, R.L. (1981). Measurement & evaluation of satisfaction process in retail settings. Journal of Retailing, 57, 29-45.
66.Oliver, R.L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill Company, Inc, 34-45.
67.Oliver, R.L. (1999). Whence consumer loyalty. Journal of Marketing, 63(4), 33-44.
68.Oliver, R.L., Rust, R.T. and Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of Retailing, 73(3): 311-336.
69.Ostrom, A. and Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59, 17-28.
70.Panayides, P.M. and So, M. (2005). The impact of integrated logistics relationships on third-party logistics service quality and performance. Maritime Economics and Logistics, 7(1), 36-55.
71.Parasuraman, A., Zeithamal, V.A. and Berry, L.L. (1996). The Behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
72.Parsauraman, A., Zeithaml, V.A. and Berry, L.L. (1988). SERVQUAL: A multiple-Item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
73.Pavlou, P.A., and Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 30(1), 115-143.
74.Prus, A. and Brandt, D.R. (1995). Understanding your customers. Marketing Tools, 2(5), 10-14.
75.Reichheld, F.F. and Sasser, E.W. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105-116.
76.Reynolds, K.E. and Arnold, M.J. (2000). Customer loyalty to the salesperson and the store: Examining relationship customers in an upscale retail context. Journal of Personal Selling and Sales Management, 20(2), 89-98.
77.Sang, S., Lee, J.D. and Lee, J. (2010). E-government adoption in Cambodia: A partial least squares approach. Transforming Government: People, Process, and Policy, 4(2), 138-157.
78.Singh, J. and Widing, R.E. (1991). What occurs once consumers complain? A theoretical model for understanding satisfaction/ dissatisfaction outcomes of complaint responses. European Journal of Marketing, 25(5), 30-46.
79.Taylor, S. (1994). Waiting for service: the relationship between delays and evaluations of service. Journal of Marketing, 58(6), 56-69.
80.Tellis, G.J. (1988). Advertising exposure, loyalty, and brand purchase: a two-stage model of choice. Journal of Marketing Research, 25(2), 134-144.
81.Webster, C. and Sundaram, D.S. (1998). Service consumption criticality in failure recovery. Journal of Business Research, 41(2), 153-159.
82.Westbrook, R.A. (1987). Product/Consumption Based Affective Responses and Postpurchase Processes. Journal of Marketing Research, 24(3), 258-270.
83.Wiley, J.W. (1991). Customer satisfaction: A supportive work environment and its financial cost. Human Resource Planning, 14(2), 117-127.
84.Wong, A. and Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of Services Marketing, 17 (5), 495-513.
85.Woodside, A.G., Frey, L.L. and Daly, R.T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 9(4), 5-17.
86.Zakay, D., Hornik, J. (1991). How much time did you wait in line? A time perception perspective. In J.-C.Chebat & M.V. Venkatesan(Eds.), Time and consumer behavior Montreal: Universite du Quebec a Montreal.
87.Zins, A.H. (2001). Relative attitude and commitment in customer loyalty models-Some experiences in the commercial airline industry. International Journal of Service Industry Management, 12(3), 269-294.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2013-06-19公開。
  • 同意授權瀏覽/列印電子全文服務,於2018-06-19起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信