餐飲業服務品質、顧客滿意度及品牌忠誠度之研究

Research on Service Quality, Consumer Satisfaction and Brand Loyalty in the Restaurant Industry

良好的餐點與服務品質、具吸引力的價格以及舒適的用餐環境都會增加消費者的滿意度，而滿意度亦是造成忠誠顧客的驅動力之ㄧ；清晰有力的品牌印象也有助於業者的企業形象、財務表現與獲利。

In restaurant industry, the quality of food and service, attractive price and pleasant atmosphere increase the level of satisfaction of customers. Customer satisfaction achievement is the precondition for loyal customers. The research takes a chain steak house for example to discuss the relationship among service quality, consumer satisfaction and brand loyalty. The results found a highly positive association between service quality, customer satisfaction and brand loyalty. The findings exposed that customer perception regarding food quality, price charging and service quality is a crucial determinant of customer satisfaction, and customer satisfaction moderates between factors of satisfaction and customer loyalty.