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題名 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"
作者 高嘉駿
貢獻者 祝鳳岡
高嘉駿
關鍵詞 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
日期 2012
上傳時間 2-Sep-2013 11:47:46 (UTC+8)
摘要 　　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
參考文獻 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。
5. 邱皓政（2011）。量化研究與統計分析：SPSS(PASW)資料分析範例解析（五版二刷）。台北：五南圖書。
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
描述 碩士
國立政治大學
廣告研究所
100452006
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1004520061
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (Authors) 高嘉駿zh_TW
dc.creator (作者) 高嘉駿zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 11:47:46 (UTC+8)-
dc.date.available 2-Sep-2013 11:47:46 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 11:47:46 (UTC+8)-
dc.identifier (Other Identifiers) G1004520061en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59193-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 100452006zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 　　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		zh_TW
dc.description.tableofcontents 謝　辭 i
摘　要 iv
目　次 v
表目錄 vii
圖目錄 ix
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 10
第三節　研究流程 11
第二章　文獻探討 12
第一節　食物品質 12
第二節　服務品質 14
第三節　知覺價值 18
第四節　顧客滿意度 19
第五節　顧客忠誠度 22
第三章　研究方法 25
第一節　研究架構 25
第二節　研究假設 27
第三節　變項構面的定義與衡量 30
第四節　資料蒐集方法 38
第五節　資料分析方法 41
第四章　研究結果 43
第一節　樣本結構與描述性統計 43
第二節　因素分析與信度檢驗 53
第三節　皮爾森積差相關分析 65
第四節　迴歸分析 70
第五節　差異性分析 84
第六節　假設驗證 94
第七節　質化深度訪談摘要 98
第五章　結論與建議 100
第一節　研究結論 100
第二節　研究建議 111
第三節　研究貢獻 116
第四節　研究限制 117
第五節　未來研究發展與建議 118
參考資料 119
附錄一　正式問卷 129
附錄二　深度訪談紀錄 136		zh_TW
dc.format.extent 2606906 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1004520061en_US
dc.subject (關鍵詞) 食物品質zh_TW
dc.subject (關鍵詞) 服務品質zh_TW
dc.subject (關鍵詞) 知覺價值zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 顧客忠誠度zh_TW
dc.subject (關鍵詞) 鐵板燒zh_TW
dc.title (題名) 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zh_TW
dc.title (題名) 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"en_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部份
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