應用IPA模式探討光明商圈餐飲業服務品質、顧客滿意度與忠誠度之研究──以E公司為例

Applying the Importance-Performance Analysis (IPA) Model to Explore the Service Quality, Customer Satisfaction and Customer Loyalty of Restaurants in Kuang-Ming Commercial District-A Case Study on“E Restaurant”

本研究以竹北光明商圈E公司之消費者作為主要研究對象，於消費者用餐後以紙本問卷蒐集資料，總計回收有效問卷420份。將回收之問卷進行描述性統計分析、因素分析、信效度分析、t檢定、單因子變異數分析、迴歸分析，最後由重要-表現分析法(IPA)找出E公司服務品質缺口。根據資料分析結果如下: 1.食安嚴格把關，餐點除了美味還有人情味。2.強化周遭硬體設施，以提升附加價值。3.無法打入年輕族群市場，應重新定位餐廳形象。4.消費者普遍再訪意願高，在社群平台上推薦意願低。本研究依據研究結果提出實務之建議，以提供給餐飲相關業者作為改善服務品質及提升顧客滿意度與忠誠度之參考。

The purpose of this study is to utilize the Importance-Performance Analysis Model to investigate the service quality, customer satisfaction, and customer loyalty of restaurants in the Kuang-Ming Commercial District in Zhubei, Taiwan. 420 questionnaires were collected from“E Restaurant”, a restaurant in the area. Descriptive statistics, factor analysis, reliability and validity analysis, independent samples t-test, analysis of variance (ANOVA), and regression analysis were used to analyze the data. The results of the IPA provide the basis for prioritizing the service attributes. The findings of this research suggest the following: (1) well-managed food safety should be stressed despite of the delicious food and friendly customer service, (2) hard infrastructure (i.e. hardware facilities) and accessibility should be emphasized, (3) repositioning and rebranding strategies may be reconsidered in order to penetrate the market of the younger generations, and (4) current customers have high intentions of revisiting but low willingness to share dining experiences on social networking sites. Practical implications and suggestions are discussed.