海鮮餐廳服務品質、認知價值、顧客滿意度及行為意圖之關連性－以澎湖地區為例

The Relationships among Sea-Food Restaurant Service Quality, Perceived Value, Customer Satisfaction and Behavioral Intentions: A Case of Penghu

10.30133/BLIR.200809.0002

康桓甄(Huan-Chen Kang)

海鮮餐廳 ； 服務品質 ； 知覺價值 ； 顧客滿意度 ； 行為意圖 ； sea-food restaurant ； service quality ； perceived value ； customers' satisfaction ； behavioral intentions

生物與休閒事業研究

6卷2期（2008 / 09 / 01）

14 - 32

繁體中文

為了解澎湖海鮮餐廳用餐服務品質、知覺價值、滿意度及行為意圖之關連性，本研究由文獻回顧中，確認研究架構，並建立六個假設，根據用餐遊客之問卷調查資料，以線性迴歸分析法進行驗證，由單構面服務品質迴歸方程式可知服務品質對於知覺價值、滿意度及行為意圖均是有正向顯著之影響。而知覺價值對於滿意度及行為意圖也是有正向顯著之影響，再者，滿意度對於行為意圖亦是呈正向且顯著之影響。進一步由多構面服務品質迴歸方程式得知，服務品質之反應性及有形性構面，對於知覺價值有正向顯著之影響，而反應性對於滿意度及行為意圖也有正向顯著之影響，由上述研究結果顯示服務品質與知覺價值是影響用餐滿意度之重要前因變項，而滿意度更是影響行為意圖之重要因素，是故提高服務品質，尤其是反應性及有形性，是有效提昇當地顧客知覺價值、滿意度、及再度惠顧的重要手段，本研究成果可提供當地海鮮餐廳業者在經營管理上之參考。

To identify the relationship between sea-food restaurant service quality/perceived value/satisfaction and behavioral intentions, this research establishes a study structure and formulates six hypotheses from the related literatures reviews. Multiple regression method was used to validate the relationship based on the surveyed sample collected from the restaurants’ tourists. The findings indicate that overall sea-food restaurant service quality positively and significantly influences perceived value, and overall sea-food restaurant service quality and perceived value had a significant role in influencing satisfaction. Additionally, overall sea-food restaurant service quality, perceived value, and satisfaction are significant predictors of customer's behavioral intentions. Finally, customer satisfaction can act as a partial mediator in the relationship between overall sea-food restaurant service quality, perceived value and behavioral intentions. Furthermore, the constructs including responsiveness and tangibles on sea-food restaurant service quality significantly influences the perceived value. Additionally, the construct of responsiveness on sea-food restaurant service quality had a significant role in influencing customer satisfaction and behavioral intentions. Therefore, upgrading the responsiveness and tangibles on service quality in sea-food restaurant is an effective way to increase the customers' perceived value, satisfaction and behavioral intentions. This research results can be referenced by the restaurant owners/operators in operational management.