外帶式茶飲連鎖加盟店服務品質之研究

A Study of Service Quality on Take-away Tea Drinking Franchisees

10.7067/JMU.201109.0183

莊荏惠(Jen-Hui Chuang)；阮勝威(Sheng-Wei Juan)

外帶式茶飲連鎖加盟店 ； 服務品質 ； 消費者行爲 ； Take-away Tea Drinking Franchisee ； Service Quality ； Consumer Behavior

美和學報

30卷2期（2011 / 09 / 01）

183 - 199

繁體中文

本研究主要運用Parasuraman、Zeithaml and Berry (1985)服務品質缺口模式的觀點，以外帶式茶飲連鎖加盟店爲研究對象，探討其服務品質要素與消費者行爲。本研究採用問卷調查法進行研究，抽樣對象爲高高屏地區偏好茶飲連鎖加盟店之消費者。本研究發出200份問卷，177份爲有效問卷，以因素分析、變異數分析及t檢定等統計方法作分析，信度檢定Cronbach's a爲0.915。研究發現：1．外帶式茶飲連鎖專賣店之服務品質因素可歸納爲「有形性」、「可靠性」、「反應性」、「關懷性」及「保證性」五個構面。2．消費者對「可靠性」與「保證性」因素最重視，對「有形性」因素較不重視。3．不同背景變項（性別、年齡、教育程度與職業）的消費者對於服務品質構面的認知，皆無顯著差異性。4．不同消費行爲之消費者對服務品質構面的認知存在差異，其中選擇因素中的地點便利性與親朋好友推薦兩項及飲品單價存在顯著差異性。此研究結果可提供外帶式茶飲連鎖加盟店提升服務品質的參考。

Based on the perspective of the service quality gap model proposed by scholars Parasuraman、Zeithaml and Berry (1985), this study aimed to investigate the important factors of the service quality and the consumer behaviors in the take-away tea drinking franchisees. The study implemented a questionnaire survey as the main research method to collect and analyze the data. A structured questionnaire was distributed randomly to those who used to purchase drinks at franchisees. This study successfully collected 177 effective samples. The valid data was analyzed by the factor analysis, ANOVA, and T-test. The reliability Cronbach's a was 0.915. The findings were as follows: 1. The service quality consisted of the five factors: physical, reliability, reactivity, assurance and concern. 2. The consumers considered the reliability and the assurance as the most important factors. 3. For those consumers who had the varieties of gender, age, education and occupation, there were no significant differences on the factors of the service quality. 4. The consumers with different consumer behaviors had different perception toward the factors of the service quality. The area convenience and the recommendations were the most of all the factors. The service quality factors were significantly affected by the two main buying factors and the price. Finally, based on the result analysis, this study provided several valuable suggestions to take-away tea drinking franchisees for better service quality.

1. 朱婉寧(2009，11月9日)。中高齡創業 去年多2萬人。聯合報，2010年2月1，取自 http://pro.udnjob.com/mag2/enter/storypage.jsp?f_MAIN_ID=179&f_SUB_ID=656&f_ART_ID=53165
2. 古彩彥(2010)。到超商找「茶」！一杯40元　搶50億商機。2010年2月1日，取自 http://tw.news.yahoo.com/article/url/d/a/100111/8/1ykqr.html
3. 林婉翎(2009)。策略經營／創造顧客需求。經濟日報，2010年2月1日，取自:http://udn.com/NEWS/FINANCE/FIN11/5310565.shtml
4. Cronin, J. A.,Taylor, S. A.(1992).Measuring Service Quality: A Reexamination and Extension.Journal of Marketing,56,55-68.
5. Gronroos, C.(1983).Strategic Management and Marketing in Service Sector.MA:Marketing Science Institute.
6. Lehtinen, U.,Lehtinen, J. R.(1985).Service Quality: A Study of Quality Dimensions.Second World Marketing Congress,Scotland:
7. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A Conceptual of Service Quality and Its Implications for Future Research.Journal of Marketing,49(4),41-50.
8. Ssasser, W. E.,Olson, R. P.,Wyckoff, D. D.(1978).Management of Service Operations: Text, Cases and Readings.Boston:Allyn & Bacon.
9. 林燈燦(2003)。服務品質管理。台北:品度。
10. 陳明邦(1995)。服務品質的管理。品質管理月刊，31，16-20。