| Abstract: | 在當今時間就是金錢、時間就是一切的世界趨勢下，在日常生活中，每天的食衣住行都會遇到各式各樣的排隊，然隨著人們生活節奏的加快，人們更加珍惜自己的時間，許多人已經越來越沒有耐心排著長隊等待服務，過長或不愉悅的等候，可能成為顧客購買服務或產品的重要影響因素。因此，如何有效加強顧客排隊管理、縮短顧客排隊等候時間、提升顧客對服務的滿意度，成為服務提供業者急需解決的問題。
就臺灣服務業來看，臺灣餐飲業營業額刻正穩定成長中，而臺灣餐飲業要在服務上創新，提高顧客滿意度及顧客忠誠度，可考量從改善等候服務品質著手。基此，本研究僅藉由實證研究方法，以曾有在full service餐廳等待服務經驗之消費者為研究對象，來探討full service餐廳等候服務品質、顧客滿意度及顧客忠誠度間的關係，以做為臺灣餐飲業服務創新之參考。本研究總計發放350份問卷，有效回收樣本數為330份，有效樣本回收率為94.3%。透過敘述性統計、信度分析、效度分析、及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析，其主要研究結果如下：
當餐飲業的等候服務品質愈佳時，會顯著的提高顧客滿意度，而顧客滿意度愈高時，亦會顯著的提高顧客忠誠度，但是提升等候服務品質並不會立即且直接的造成顧客忠誠度的上揚。此外研究結果顯示，顧客滿意度為關鍵中介變項，建議full service餐廳應關注滿意度之中介影響，來提升消費者再惠顧意願，並據以提出策略性的行銷策略。
Time is money and time means everything. Under such a worldwide trend, people queue up for food, clothing, housing, and transportation in daily life. However, while living in a more intensive lifestyle, people are more care about their time and have less and less patience lining in a long queue to wait for service. Long queue or unpleasant waiting may be an important factor affecting customers’ willing to purchase the service or products. Therefore, how to sufficiently manage customers queuing in, shorten time period of customers waiting, and improve customer satisfaction become essential issues for service provider.
Food and beverage industry turnover grows steadily in Taiwan. In service innovation of Taiwan food and beverage industry, it can be considered to improve the quality of waiting service as a start to improve customer satisfaction and customer loyalty. The main subjects of this study were the consumers with the experiences of waiting for service in the full service restaurants. They were asked to complete a series of questionnaires; these data were collected and used as the basis of empirical research. The aim of this thesis is to study the relationships among the waiting service quality, customer satisfaction and customer loyalty. As the results, it will help the service innovation of food and beverage industry in Taiwan. Total 350 questionnaires had been distributed, and 330 valid samples were retrieved. The effective response rate was 94.3%. Descriptive statistics, reliability analysis, validity analysis, and the partial least square method have been applied in order to examine the proposed research framework. After the empirical research, the major findings were as follows:
When waiting service quality of full service restaurant becomes better, it will significantly improve customer satisfaction. If customer satisfaction is higher, it will significantly improve customer loyalty. However, the waiting service quality of full service restaurant will not immediately and directly increase customers’ loyalty. Furthermore, the research result shows that customer satisfaction is the key intervening variable. This study suggests that the full service restaurant should concern about the intervening influence of satisfaction to enhance consumers’ intention of repurchase, and propose the marketing strategies accordingly. |
