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過度服務對顧客滿意度之研究

The Relationship between Over Service and Customer Satisfaction

作者:吳昕寰
畢業學校:國立中山大學
出版單位:國立中山大學
核准日期:2016-01-15
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--National Sun Yat-sen University....

中文摘要

本研究主要以餐廳為例,在現今消費者至上的時代,顧客的需求朝向越來越多元化發展,提供服務的餐飲業者賣力的端出各種特別的服務來討好消費者,但是服務提供得很多很廣泛不一定就是適合所有的顧客群,有些甚至是多餘的。有鑒於此,本研究將探討餐廳過度服務的現象。
本研究以Stevens,Knutson and Patton(1995)專門衡量餐飲服務品質的DINESERV量表為核心基礎,並加入徐欽祥(2011)的餐廳過度服務量表,探討過度服務與服務品質相對於顧客滿意度是否存在正面顯著的影響關係,選擇有在王品餐飲集團旗下連鎖餐廳用餐經驗的顧客為對象,採隨機抽樣的方式,透過網路平台共回收有效問卷289份,後續回收問卷依據本研究架構進行分析。
研究結果顯示:(一)過度服務的「過度熱切」對於「顧客滿意度」存在著正向的影響力。(二)服務品質的「反應性」、「可靠性」與「關懷性」對於「顧客滿意度」存在著正向的影響力。(三)人口統計變數:(1) 「學生」族群與「年齡20歲(含)以下」這兩類的顧客對於「過度服務」的認同度都高於標準(3分)。(2) 顧客在「過度服務」的認同度與消費頻率成正比關係。最後依據研究結果,建議餐廳業者可將服務品質內容差異化,才能精準的提升顧客滿意度。

英文摘要

This study is mainly based on the restaurants. In the era of top priority of consumerism, customers demand toward more diversification and service catering industry is responsible for handing out the various special services to please consumers.However, not all the service is suitable for all customers; some are even superfluous.In view of this, this study will explore the phenomenon of excessive service restaurant.
In this study, Stevens, Knutson and Patton (1995) specifically measured the quality of catering services DINESERV scale as the core foundation and added Xu Qin Xiang (2011) restaurant over the service scale, investigating both excessive service and service quality towards customer satisfaction existing any positive impact on relations.Target customers are choosing from King's Restaurant Group restaurant as an object, random sampling through the Internet platform and collected 289 valid questionnaires, the follow-up questionnaires were analyzed according to the present study architecture.
The results show:(A) over-service "over eager" to "customer satisfaction" there is a positive influence. (B) quality of service "reactive", "reliability" and "care of" for "customer satisfaction" there is a positive influence. (C) demographic variables: (1) "student" groups and "20 years of age (inclusive)," these two types of customers for "over-service" of acceptance are higher than the standard (3 points). (2) Customers at the "over-service" are a frequency proportional to the degree of recognition and consumer relations. Finally, according to research findings, we recommend restaurant industry can be differentiated quality of service content, in order to enhance customer satisfaction accurately.


召集委員 - 蔡憲唐

指導教授 - 郭倉義

委員 - 盧淵源


 

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