题名

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

并列篇名

Examining Relationships between Service Quality, Interaction Intensity and Loyalty in the Food and Beverage Industry: The Mediated Role of Relationship Quality

DOI

10.6267/JTLS.2012.18(2)3

作者

林谷合(Ku-Ho Lin)；蕭櫓(Lu Hsiao)；彭耀平(Yao-Ping Peng)

关键词

服務品質 ； 互動強度 ； 關係品質 ； 忠誠度 ； service quality ； interactive intensity ； relationship quality ； loyalty

期刊名称

觀光休閒學報

卷期/出版年月

18卷2期（2012 / 08 / 01）

页次

135 - 161

内容语文

繁體中文
中文摘要

本研究採關係行銷理論與認知－情感－意動－行動模式，在餐飲服務業者對顧客下驗證關係品質的中介歷程模式。本研究將關係品質的前置變數分為互動強度與服務品質，並探討兩前置變數對關係品質內情感衡量構面是否具有高低程度之分，進而形成後續的忠誠態度與行為。本研究發放400份問卷，扣除亂答與漏填等無效問卷後，共計313份有效問卷，並利用LISREL統計軟體進行驗證性因素分析及結構方程模式；實證研究的結果顯示，服務品質與互動強度對於承諾的效果皆不具統計顯著，對滿意度與信任具有正向影響，表示滿意度與信任係為連結前置變數與高階情感變數的橋樑，並透過承諾的形成以鞏固顧客忠誠。最後，研究結果除了顯示對於收取服務費的餐飲服務業者對顧客的關係維持與建立外，亦可瞭解情感變數間的相互關係，並提出管理意涵與未來研究方向。
英文摘要

This study is to test and verify the intermediary processing model of the relationship quality between catering service providers and customers by adopting the relationship marketing theory and the cognition-emotion-conation-action mode. This study divides the antecedents of the relationship quality into interaction intensity and service quality and discusses whether the aforementioned two variables have different degrees on the emotional measure facet in the relationship quality, because the emotional measure facet will further form the subsequent loyal attitude and behavior. This study issued altogether 400 questionnaires, after eliminating invalid questionnaires, there were 313 valid questionnaires. In this study, there used LISREL for confirmatory factor analysis and structural equation model. The empirical results show: the service quality and strength of interaction for commitment don't have statistically significant and have positive influence on satisfaction and trust, which means satisfaction and trust is prerequisite for connecting antecedents and high-order emotional variables and solidify customer loyalty through commitment's formation. Finally, the results of this study show not only catering service provider with service charge for customer relationship's maintenance and establishment but also interrelationship between emotional variables. Furthermore, the result also proposes management implications and direction of future research.
主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
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被引用次数
  1. 蔡昀儒、陳思伶、林若慧(2018)。以氣氛理論建構並解讀觀賽休閒者的情緒感染。觀光休閒學報，24(3)，235-262。
  2. 董瑞人(2013)。服務補救、顧客忠誠度與口碑宣傳關聯性研究。多國籍企業管理評論，7(2)，147-167。
  3. 郭詠嵐(2015)。肉麻服務你買單嗎？以服務品質與服務失誤論服務過度。科技與人力教育季刊，1(4)，33-54。
  4. 劉瑞香、陳信憲、李忠成、王志全(2014)。從關係品質觀點探討企業社會責任、服務品質對消費者忠誠度之影響─中臺灣餐飲服務業為例。島嶼觀光研究，7(2)，1-31。
  5. 楊宗文,黃煜,郭雨筑,許建民(2023)。觀賞性運動賽事服務品質量表發展與驗證。臺灣運動心理學報，23(3)，19-47。
  6. 鄭富璟、鄭富元、范惟翔(2013)。運用反應層級模式探討台灣上市餐飲業顧客行為意圖驅動因子之研究－兼論品牌形象干擾效果。運動休閒餐旅研究，8(4)，49-76。
  7. 鄭伶如,張惠真,林晉豐(2020)。臺灣3C產品在印度市場之維修服務品質與顧客忠誠關係之研究－關係品質之中介效果。企業管理學報，45(3)，25-57。
  8. 鄭青展,張雅媛(2022)。餐廳防疫服務風險評估之研究：整合顧客與專家的觀點。觀光休閒學報，28(3)，313-350。
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