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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/59193
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/59193


    Title: 鐵板燒餐廳的食物品質、服務品質、知覺價值與顧客滿意度、顧客忠誠度的關聯性研究-以京都鐵板燒為例
    A Research of the Relationship among Food Quality, Service Quality, Perceived Value, Customer Satisfaction and Loyalty in Teppanyaki Restaurant- An Empirical Case of ";Kyoto Teppanyaki"
    Authors: 高嘉駿
    Contributors: 祝鳳岡
    高嘉駿
    Keywords: 食物品質
    服務品質
    知覺價值
    顧客滿意度
    顧客忠誠度
    鐵板燒
    Date: 2012
    Issue Date: 2013-09-02 11:47:46 (UTC+8)
    Abstract:   根據財政部財政資訊中心與TTR 台灣趨勢研究的資料,我國餐館業之營利事業
    家數年年成長。此外,經濟部統計處的商業營運資料也顯示,在2012 年餐館業
    營業額已達到新台幣3284 億元。餐館業者陸續掛牌上市,如「85 度C」、「王品」、「瓦城」等等。以上資料在在顯示餐館業潛力持續看好。
      回顧過去文獻發現,服務品質、認知價值、顧客滿意度與顧客忠誠度關聯性
    研究已經相當多,其中亦有針對餐館業所作的相關研究,但鮮少有研究加入餐廳
    經營中很重要的「食物品質」變項;且在這個餐館業勃興的產業趨勢下,實有必
    要更深入針對各式不同類型的餐館業作個別討論,以確實提供更精確的實務操作
    建議。在台灣,鐵板燒餐廳一家一家開,但是針對鐵板燒餐廳來作的個案探討卻
    付之闕如,所以本研究希望透過「京都鐵板燒」個案,加入以往餐館相關研究當
    中所缺乏的「食物品質」變項進行探討,以提供「京都鐵板燒」作為自我檢視與
    未來經營的依據,並進而希望能提供其他鐵板燒餐廳作為參考。
      本研究透過量化實體問卷輔以質化深度訪談進行研究,結果顯示,京都鐵板
    燒的食物品質、服務品質與知覺價值各自皆對顧客滿意度、顧客忠誠度具有顯著
    正向影響,其中,相較於食物品質與服務品質,知覺價值對於顧客滿意度與顧客
    忠誠度皆具有較大的影響力;而京都鐵板燒的顧客滿意度對顧客忠誠度也具有顯
    著正向影響。根據此研究結果,本研究進而提出以下行銷策略建議供京都鐵板燒
    與其他鐵板燒餐廳作為參考:
    一、增加餐點特色
    二、加強整體服務品質一致性
    三、加強內部裝潢與空間設計
    四、加強週邊產品(如甜點、飲料、商業午餐、節慶套餐)的設計與推廣
    Reference: 一、中文部份
    1. 何宥緯(2011)。《服務品質、知覺價值與顧客滿意度、顧客忠誠度之關聯性研究-以網路購物品牌lativ國民服飾為例》。國立政治大學廣播電視學系碩士班碩士論文。
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    4. 周添城、賴金端、林志誠、林幸君、胡夢蕾(2006)。《台灣服務業國際化發展策略之研究-以餐飲服務業為例》。台北:行政院經濟建設委員會。
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    6. 林佩君(2012)。《葡萄酒旅遊之認知價值、滿意度與行為意圖關係之研究-以台灣中部葡萄酒莊為例》。銘傳大學觀光事業學系碩士在職專班碩士論文。
    7. 施嘉雄(2011)。《自助旅行者對馬祖地區特色餐廳服務品質、知覺價值、滿意度與忠誠度關係之研究》。銘傳大學觀光事業學系碩士在職專班碩士論文。
    8. 陳淑敏(2011)。《服務創新與體驗行銷對提升顧客滿意度與忠誠度的探討-以安麗公司為例》。國立政治大學傳播學院碩士在職專班碩士論文。
    9. 陳蘭英(2006)。《傳統食品特產業服務品質與顧客滿意度之研究-以金門地區聖祖食品股份有限公司為例》。銘傳大學觀光事業學系碩士在職專班碩士論文。
    10. 張榮欽(2007)。《認知價值、品牌形象對顧客滿意與顧客忠誠之關係研究-以好市多量販店為例》。國立台北大學企業管理學系碩士論文。
    11. 黃琇盈(2011)。《台灣「MIT微笑」共同標章知覺品質、知覺價值與購買意願、滿意度之關係研究》。國立政治大學廣告學系碩士論文。
    12. 黃聖涵(2008)。《文化創意產業體驗行銷策略研究-以台北啤酒文化園區為例》。國立政治大學廣播電視學研究所碩士論文。
    13. 鄭雯真(2007)。《國際觀光旅館顧客忠誠度類型之研究》。銘傳大學觀光事業學系碩士在職專班碩士論文。
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    三、線上資料
    1. Yahoo!奇摩股市。上網日期2013年6月1日,取自
    http://tw.stock.yahoo.com/
    2. 中文百科在線。上網日期2013年6月27日,取自
    http://www.zwbk.org/
    3. 行政院主計總處。上網日期2013年6月1日,取自
    http://www.dgbas.gov.tw/mp.asp?mp=1
    4. 京都鐵板燒官方網站。上網日期2013年6月1日,取自http://www.kyo-to.com.tw/media.html
    5. 財政部財政資訊中心。上網日期2013年5月20日,取自http://www.fia.gov.tw/mp.asp?mp=1
    6. TTR台灣趨勢研究報告。上網日期2013年5月20日,取自http://www.twtrend.com/upload/shares/a_13577271410.pdf
    7. 經濟部統計處商業動態調查。上網日期2013年6月27日,取自http://www.moea.gov.tw/Mns/dos/content/Content.aspx?menu_id=6831
    8. 維基百科。上網日期2013年6月26日,取自
    http://zh.wikipedia.org/zh-tw/%E7%BB%B4%E5%9F%BA%E7%99%BE%E7%A7%91
    Description: 碩士
    國立政治大學
    廣告研究所
    100452006
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1004520061
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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