餐飲集團品牌形象對顧客滿意度之影響：服務品質的角色

The effect of brand image on customer satisfaction in the chain restaurant groups: The role of service quality

餐飲是生活中不可或缺的一部分，曾是餐飲集團龍頭的品牌排名也出現下滑的現象。在餐飲集團服務品質扮演重要的角色，本研究旨在瞭解哪一間連鎖餐飲集團具有較高的競爭潛力，本研究欲探討連鎖餐飲集團之品牌形象、服務品質及顧客滿意度間的關係。本研究共計發放250份問卷，在回收並刪除無效問卷後獲得有效問卷達207份，有效問卷回收率為82.8%。本研究結果顯示，連鎖餐飲集團之品牌形象會正向影響顧客滿意度、服務品質會正向影響顧客滿意度以及品牌形象與服務品質的交互作用會正向增強其對顧客滿意度的影響。本研究針對研究結果提出管理意涵與建議，並希冀透過本研究讓連鎖餐飲集團更重視與瞭解顧客的需求資訊。

The dining is an indispensable part in our daily life. The performance in the main chain restaurant groups also appears to be slipping. Service quality plays an important role in the chain restaurant groups. The purpose of this research aims to understand which the chain restaurant groups does have the high competition potential and investigate the moderating effect and role of service quality in the relationship between brand image and customer satisfaction. This study examined chain restaurant groups to investigate whether brand image and service quality positively influences customer satisfaction. A total of 250 questionnaires were administered and 207 valid questionnaires were returned, for a valid response rate of 82.8%. The findings were as follows: (1) brand image would positively influence customer satisfaction; (2) service quality would positively influence customer satisfaction; (3) the interaction of brand image and service quality would positively influence customer satisfaction. According to these results, managerial implications and suggestions for future studies were proposed. The chain restaurant groups need to get to know customers' demand information through this research.