服務的重要性，一直是消費者行為和行銷研究的重要議題。良好的服務 會增加消費者對服務知覺之影響.因此，消費者對服務的優缺點可衡量其對於服務的看好度。服務看好度指的是衡量以消費者個性為基礎之服務適合度。 服務看好度對消費者偏好會影響消費者對於服務提供者.
  本研究以個人性理學做為理論基礎來進一步解釋服務看好度。 理論上，服務看好度會受到不同因素之影響。. 然而，服務看好度的組成因素至今仍缺乏相關的探討。 因此，本研究期望探討下列三個研究問題：(一) 服務看好度之組成因素為何？、 (二) 如何透過個性心理學套用在本研究架構?以及 (三) 如何以顧客觀點為基礎下，找出最佳的服務看好度。
  本研究提出一個概念性模式，以個性為基礎，結合兩個主要元素：服務品質與品牌知識)。服務品質包含保證性、可靠性、關懷性、反應性與服務有形性。品牌知識包含品牌認知與品牌形象。本研究應用基因演算法產生出服務看好度的最佳結果。本研究資料以去過王品與西堤牛排餐廳的消費者，本研究總共收集了402份問卷, 290份來之西堤及112份來自王品>
  本研究根據消費者對服務品質與品牌知識回應來看服務看好度。較特別的是研究結果呈現不同消費者的個性也會影響服務看好度。享而用西堤與王品牛排的消費者則有顯著的個性與服務看好度之差異。研究結果呈現大部分在西堤及王品用餐的顧客比較屬於自覺性、隨和性及神經質的個性，而服務品質的可靠性、有形性及關懷性則會影響服務看好度。與西堤相較，王品在服務品質中反應性及保證性對服務看好度有更多的影響力。在品牌知識方面，品牌知名度影響度則是西堤多於王品，但品牌形象則是相反。本研究發現影兩家餐廳的服務看好度響最多的是品牌知名度與服務有形性. 
  本研究總結下列幾項貢獻。首先，本研究結果可輔助服務提供者了解影響消費者對與服務看好度最佳組合，並且進一步改善服務。第二，消費者個性可用來區隔消費族群，並可幫助服務提供者提高消費者印象及忠誠度。第三，服務看好度的最佳組合也可提供給其他領域的服務廠商參考來提供更優質的服務。

The importance of service has been a central topic of study regarding marketing research. Good services influence customer perception toward services Service idealism indicates a particular service that is measured via the degree of idealistic based on customer perspective. In addition, service idealism is associated with customer preference and influences customer decisions toward services. 
  This research uses the theory of psychological personality traits as the basis to investigate service idealism. Theoretically, certain factors may affect diversification of service idealism. Existing researchers investigated certain related topics in service domain. However, the components of service idealism are still ambiguous. Hence, this study aims to explore three questions: (1) how to discover the components of services idealism?, (2) how to use personality psychology to propose the conceptual model?, and (3) how to optimize the service toward services idealism.
  The proposed conceptual model uses personality to enfold two components of service idealism. The first component is service quality which contains assurance, reliability, and empathy, responsive and tangible.  The second component is brand knowledge which contains brand awareness and brand image. Moreover, this research uses Genetic Algorithm to analyze optimal result of service idealism based on personality psychology. The data was obtained from customers who ever dined in Wang Steak and Tasty restaurants in Taiwan.  Total number of collected data is 402which contains 290 of Tasty and 112 of Wang Steak.
  The result confirms service idealism is influenced by service quality and brand knowledge significantly. Different customer personalities affect their perceptions toward service idealism. Customers dined in Tasty and Wang Steak restaurants have significantly differences between their personality and perception. Customers who have extraversion personality is more influenced by reliability and awareness of restaurant, neuroticism personality is more influenced by empathy and brand image, agreeableness personality is more influenced by responsive, conscientiousness and openness personality are more influenced by brand awareness and service tangibility.. Additionally, Tasty has more effect on brand knowledge than Wang Steak while brand image has more impact for Wang Steak than Tasty. Service idealism is influenced by brand awareness and tangible of services for both restaurants. 
  In summary, this research provides several contributions. Firstly, the identified components of service idealism can help companies improve services. Secondly, customer personality are also significant factors to classify customers and help firms increase customer loyalty and impressions. Thirdly, the result of service idealism also furnish clues for other restaurants (not only for steak restaurants) to provide superior services and attract customers.

TABLE OF CONTENTS	        I
List of figure	                II
List of Table	                III
CHAPTER I	                1
INTRODUCTION	                1
1.1 Background	                1
1.2 Problem Statement	        3
1.3 Research question	        5
1.4 Purpose of the study	7
1.5 Organization of the study	8
CHAPTER II	                9
LITERATURE REVIEW	        9
2.1 Service Quality	        9
2.2 Brand Knowledge	        12
CHAPTER III	                17
RESEARCH METHOD	                17
3.1 Conceptual Model	        17
3.2 Theoretical Foundation	21
3.3 Research Method	        22
3.3.1 Genetic Algorithm	        22
3.3.2 Research Process	        25
CHAPTER IV	                29
ANALYSIS	                29
4.1 Data Collection	        29
4.2 Results of Analysis	        32
CHAPTER V	                46
CONCLUSION	                46
5.1 Cross Analysis	        46
5.2 Conclusion	                53
5.3 Managerial Implications	54
5.4 Limitations	                56
Reference	                57
Appendix	                65

List of Figure
Figure 1-1 research questions ........................................................................................6
Figure 1-2 organization of the study..............................................................................8
Figure 3-1 conceptual model .......................................................................................20
Figure 3-2 process of genetic algorithm ......................................................................28
Figure 5-1 service idealism between wang steak and tasty .........................................47
Figure 5-2 service idealism by extraversion personality .............................................48
Figure 5-3 service idealism by neuroticism personality ..............................................49
Figure 5-4 service idealism by agreeableness personality...........................................50
Figure 5-5 service idealism by conscientiousness personality ....................................51
Figure 5-6 service idealism by openness personality ..................................................52

List of Table
Table 2-1 Summary of Literature on Service Quality..................................................12
Table 2-2 Summary of Literature on Brand Knowledge .............................................15
Table 3-1 Factors and components of service idealism ...............................................25
Table 3-2 Chromosome layout.....................................................................................25
Table 4-1 Summary data of service quality and brand knowledge ..............................30
Table 4-2 Reliability test of collected data ..................................................................32
Table 4-3 Weights of Tasty and Wang Steak................................................................33
Table 4-4 Best Chromosomes of Tasty and Wang Steak .............................................34
Table 4-5 Summary of Best Chromosomes of All Generations...................................35
Table 4-6 the percentage of customer personality .......................................................36
Table 4-7 Weight from customer personality of Wang Steak ......................................37
Table 4-8 Weight from customer personality of Tasty.................................................38
Table 4-9 Best chromosomes by Extraversion.............................................................39
Table 4-10 Best chromosomes by Neuroticism ...........................................................40
Table 4-11 Best chromosomes by Agreeableness ........................................................41
Table 4-12 Best chromosomes by Conscientiousness .................................................42
Table 4-13 Best chromosomes by Openness ...............................................................43
Table 4-14 Summary of Best Chromosomes of All Generations (Wang Personality) .44
Table 4-15 Summary of Best Chromosomes of All Generations (Tasty Personality) .44

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