餐飲業服務品質屬性與顧客滿意度關係之探討：完全服務西餐廳之實証研究

The Realationship between Service Quality Attributes and Customer Satisfaction in Restaurant Industry: An Empirical Study of Full Service Western Restaurants

郭德賓(Te-Ping Kuo)

完全服務西餐廳 ； 服務品質 ； 顧客滿意 ； Kano二維品質 ； Full Service Western Restaurant ； Service Quality ； Customer Satisfaction ； Kano's Two-dimensional Quality

顧客滿意學刊

9卷1期（2013 / 03 / 01）

23 - 50

繁體中文

以往在餐飲業顧客滿意的相關研究上，大多假設服務品質屬性對顧客滿意度呈線性的影響效果，而且服務品質屬性的正績效與負績效是對稱站影響顧客滿意度。但是，在實務上，各項服務品質屬性對顧客滿意度的影響效果可能是不一樣的，某些服務品質屬性似乎具有關鍵性影響力，某些服務品質屬性似乎沒有什麼作用，即使做再多也無法讓顧客感到滿意。所以，當服務品質屬性是優良時，正績效的顧客滿意度平均值要大於負績效，但是當服務品質屬性是不良時，負績效的顧客滿意度平均值要大於正績效，而且服務品質屬性負績效與正績效對整體顧客滿意度的影響效果是不對稱的。本研究計用Kana的二維品質觀念，整合不同學者所提出的觀點與方法，發展一套客觀的統計分析模式，以驗證各項服務品質屬性對顧客滿意度的不對稱與非線性影響效果，並且利用簡易圖示法加以分類，據以判定各項服務品質屬性所屬的品質要素類型。在完全服務西餐廳的實證研究發現： （1）當服務品質屬性是優良時，正績效的顧客滿意度平均值要大於負績效，但是當服務品質屬性是不良時，負績效的顧客滿意度平均值要大於正績效，而且服務品質屬性負績效與正績效對整體顧客滿意度的影響效果是不對稱的；（2）服務品質屬性贊整體顧客滿意度的影響效果不全然是線性的，使用一維線性的服務品質觀點來評量顧客滿意度，容易誤導廠商過度投入資源去追求邊際效率遞減的顧客滿意度；（3）Kano的五大品質要素類型均存在，而且可以透通「對數迴歸模型」加以具體驗證，但是唯有使用「反向（不良品質屬性）」 題項，才能驗證出「反轉」 品質要素；（4）將服務品質屬性正績效與負績效表現分別評量，再「個別」探討服務品質屬性對顧客滿意度的影響效果，是導致迴歸模式解釋力偏低的主要東西，即使加大問卷的評量尺度，仍無法改善模式解釋力偏低的現象。然而，服務品質屬性的正績效與負績效被視為二個「虛擬因子」就像「人口統計變數」在「虛變數複迴歸」中的作用一樣，從統計的觀點來看，只要自變數的標準化迴歸係數達到顯著水準，即可證明此一自變數對依變數有顯著的影響效果，R^2的大小並不是主要的考量因素。

Pertinent studies on customer satisfaction of F&B industry have shown that most of the scholars hypothesized the effects of service quality attributes on customer satisfaction were linear and the effects of positive or negative performances on customer satisfaction were symmetric. However, the effects of different service quality attributes may have various consequences on customer satisfaction in practice. Some service quality attributes seem to have crucial influences on customer satisfaction; others are not and even provide lots of them cannot satisfy customer. This research quotes Kano's two-dimensional quality concept, converges different scholars' viewpoints and methods, and develops an objective statistical analyzing model to verify the symmetric and non-symmetric effects of each service quality attributes on customer satisfaction. Furthermore, this study uses simple graphical methods to classify the types of service quality attributes. The empirical study in a full service western restaurant find out, (1) when the service quality attributes perform well, the positive average performance of customer satisfaction is better than the negative one. On the contrary, when the service quality attributes perform poorly, the negative average performance of customer satisfaction is better than the positive one. At the same time, the impact of positive and negative performance on customer satisfaction is symmetric. (2) The effects of service quality attributes on total customer satisfaction are not always linear. As a consequence, using one-dimension linear service quality concept to evaluate customer satisfaction could mislead company into inputting too much resources to pursue the law of diminishing marginal utility on customer satisfaction. (3) Kano's five quality attributes exist and can be certified by using logistic regression model; nevertheless, the existence of reverse quality element is only verified by using reverse (poor quality attributes) items. (4) The method which this study uses to separately evaluate the positive and negative performance of service quality attributes, and then to discuss the effects of each service quality attributes on customer satisfaction is the main reason that causes low explanatory power. Therefore, enlarging rating scale of the questionnaire cannot improve the explanatory power. However, the positive and negative performances of service quality attributes are considered as two dummy variables. It is the same as the effects of using the demographical variables in dummy variables regression. As a result, from the statistical viewpoint, when the regression coefficient of the independent variable in regression analysis achieves a significant level, the independent variable has significant influence on dependent variable. The coefficient of R2 is not the key factor.

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