服務品質、餐廳氣氛對顧客滿意、再購意願與推薦意願之影響

Effects of Service Quality, Restaurant Atmosphere on Customer Satisfaction and Willingness to Repurchase and Recommend

本研究目的主要在於探索主題餐廳再購意願與推薦意願的相關影響因素，建構以服務品質、餐廳氣氛為前因變項，探討對顧客滿意、再購意願、推薦意願的影響關係。發展結構式問卷作為調查工具，選擇主題餐廳的顧客為調查研究對象，總計得到481份有效樣本。研究發現服務品質的有形、關懷與反應、保證等3個構面及餐廳氣氛的光線與顏色構面對顧客滿意有正向影響，顧客滿意對再購意願、推薦意願均有正向影響。此外，服務品質的保證構面及餐廳氣氛的氣味構面對再購意願有正向影響，服務品質的有形、關懷與反應構面對推薦意願有正向影響，最後依據分析結果針對主題餐廳業者據以提出經營管理的建議與參考。

This study aims to explore the determinants of repurchase intentions and willingness to recommend. The subjects of this study comprise the customers of a theme restaurant in Taipei city .A total of 481 usable samples were obtained.
This study used EFA and regression to analyze the data. The results demonstrate that tangibles, empathy and responsiveness, assurance factors of service quality and lighting and color factor of restaurant atmosphere exert positive effects on customer satisfaction. In addition, customer satisfaction exerts the positive effect on repurchase intentions and willingness to recommend. The results also demonstrate that assurance factor of service quality and scents factor of restaurant atmosphere exert positive effects on repurchase intentions; tangibles, empathy and responsiveness factors of service quality exert positive effects on recommend intentions. On the basis of the research results, ample and concrete managerial suggestions and references are offered to theme restaurant service providers.