近年來國內餐飲業在產業轉型中已成為第二大類之服務業，其發展亦與國民生活文化改變及消費偏好息息相關，實是緊扣社會潮流。而餐飲業要成長，其服務價值的提升與當今消費者重視之價值考量，皆扮演著關鍵的要素；複合式餐廳就是轉型下結合不同業種、不同屬性餐品、不同感官享受、不同目的及服務取向之餐廳。 本研究即係以消費者的觀點探討台北市東區複合式餐廳顧客重視與滿意程度及之間的關係。本研究以曾去過台北市東區複合式餐廳顧客為抽樣對象，採便利抽樣，有效問卷共223份。研究結果發現： 1. 依「DINESERV」餐廳量表分成服務品質之5項構面，結果顯示顧客最重視「可 靠性」、「有形性」及「保證性」等3構面；最重視的商店氣氛為「餐廳的整體 氣味」。 2. 顧客最滿意的是「可靠性」、「有形性」及「反應力」等3構面；最滿意的商店 氣氛為「餐廳的燈光照明」。 3. 在受測樣本中之「性別」與顧客滿意程度中服務品質的「反應力」構面間有顯 著相關存在；「職業」與顧客滿意程度各構面無相關，屬相互獨立；「月平均所 得」與顧客滿意程度中的「商店氣氛」構面間有顯著相關存在，而不是相互獨 立。 With the industrial restructuring in recent years, the catering sector has become the second largest type of the services sectors in Taiwan. The development of this sector is closely associated with major social trends including the changing patterns of life style and consumption preferences. While two elements are key to the operation in this sector, i.e., service value improvement and customer value consideration, complex restaurants have emerged as the places that combine various businesses, products, sensual pleasures, purposes, and services approaches.
This paper attempts to discuss, from the customer’s perspective, the degrees of importance and satisfaction (and their relations) of the complex restaurants in the Eastern District of Taipei City. The convenience sampling is used on the target population who have visited complex restaurants in the Eastern District of Taipei City, and a total of 223 valid questionnaires are produced as results.According to the findings:
1.Among the five dimensions of “DINESERV” ordinal scale, “reliability”, “tangibles”, and “assurance” are most relevant to customers; “overall atmosphere of the restaurant” is the most relevant store atmosphere. 2.Customers are most satisfied with “reliability”, “tangibles”, and “responsiveness”; “lighting of the restaurant” is the most satisfactory store atmosphere. 3.There exits an obvious correlation between the recipients’ “gender” and “responsiveness”. The “occupation” of recipients and the dimensions of PZB model appear to be unrelated and mutually independent. “Average monthly income” and “store atmosphere” are obviously correlated and not mutually independent.
