服務場域與品質知覺之關聯性：以主題餐廳為例

The Servicescape Attributes and Consumer Perceived Quality-Evidence from Theme Restaurants

主題餐廳主要是透過空間規劃、裝飾佈置與娛樂安排，以鮮明的主題或特定的風格來吸引消費者。然而經過90 年代初期到中期的一段快速崛起流行後，許多知名品牌之主題餐廳便漸失去市場魅力，甚至被迫縮減。現今大多數主題餐廳業者仍堅信炫麗的空間裝修與提高營業目標之間存在著必然的依存關係，儘管投入大量裝修經費，有些業者可以達到利潤目標，但有些卻無法存活，其先決條件亟待澄清。再者，先前研究常將服務場域與消費者的品質知覺視為一種線性關係，甚少針對服務場域之屬性進行深入探討。基此，本研究旨在透過Kano 品質模式之「雙向問卷」與「決策矩陣」方法，檢視消費者對主題餐廳服務場域屬性之不同品質知覺評價，並建議在特定品質知覺評價中追求更高的消費者滿意度。分析結果指出，18 個服務場域屬性項目可歸類為不同之品質分類：魅力的、一元的、必要的、無差異等品質類別，證明服務場域屬性與消費者品質知覺評價的確存在不同的Kano 品質分類之關係；再經由「消費者滿意係數分析」之修正，發現各服務場域屬性對於消費者滿意度具備了不同程度的影響力。具體成果可提供權衡取捨的重要性排序，在面對競爭態勢與資源有限之情形下，越重要的特質便可越早執行，以提升消費者的滿意度。

Theme restaurants are primarily run by spatial planning, decor and entertainment arrangements, with a distinctive theme or specific style to attract consumers and create a value to the minds of consumers. However, after a rapid growth in popularity in the early to mid-1990s, theme restaurants began to lose market share, and many once popular brands were forced to downsize. Most of the theme restaurant owners believe that there are the causal relationships between dazzling space decorations and improvement of business objectives. Although they have inputted a lot of restructure funds, some can achieve the profit goals but others can not be survived. It is urgent to clarify the causes of this phenomenon. Furthermore, previous studies have often been focused on the linear relationship between servicescape and consumers' quality perception; few are found in distinguishing the attributes of servicescape. To verify the consumers' needs of different levels, Kano model is employed to explore the different quality attributes classification. Results reveal that theme restaurant servicescape attributes possess attractive quality, one-dimensional quality, must-be quality and indifferent quality categories, and they can help explain how to pursue higher consumer satisfaction under the performance of different quality attributes. To confront the business competitions, and concern of the limitation of resources, the more important servicescape attributes should be executed earlier, in order to enhance the consumer satisfaction.