用餐環境重要嗎？探討環境氣氛與顧客滿意度及忠誠度之關聯性：兼論顧客人格特質之調節效果

Does Restaurant Atmosphere Matter? Investigating the Relationship Among Restaurant Atmosphere, Customer Satisfaction, Customer loyalty: The Moderating Role of Customers' Big Five Personality Traits

環境氣氛在實務與學術界都是值得探討的議題。本研究採用S-O-R模型說明環境氣氛與顧客滿意度及忠誠度之關聯性，並進一步檢驗五大人格特質的調節效果。本研究以便利抽樣法針對台灣北中南之星馬料理餐廳消費者進行調查，共取得345份樣本，並以階層迴歸分析進行假設驗證。研究結果發現，環境氣氛對顧客滿意度有顯著正向影響，且顧客滿意度對顧客忠誠度有顯著正向影響。在調節效果方面，顧客的開放性特質會正向調節餐廳環境氣氛與顧客滿意度間的關係；而親和性特質會負向調節餐廳環境氣氛與顧客滿意度間的關係。最後，針對上述研究結果，本研究提出學術上及實務上的貢獻與建議。

Nowadays, customers have been paying more attention on the experience they have when they dine out in restaurants. This research adopted S-O-R model to delineate relationships among restaurant atmosphere, customer satisfaction and customer loyalty, and further investigated the moderation of customers' Big Five personality traits. Convenience sampling was adopted and 345 samples were collected. Hierarchical regression analysis was adopted for hypothesis testing. Research results indicated that restaurant atmosphere positively influenced customer satisfaction, and customer satisfaction positively influenced customer loyalty. For the moderation effect, research findings indicated that customers' openness trait positively moderated the positively relationship between restaurant atmosphere and customer satisfaction, customers' agreeableness trait negatively influenced the relationship between restaurant atmosphere and customer satisfaction. Accordingly, this research provided academic and practical contributions and suggestions.