觀光飯店業、服務品質、關係品質與顧客忠誠度研究

The Relationship among Service Quality, Relationship Quality, Customer Loyalty

在觀光飯店服務業的經營之中，服務品質是一項反映顧客評價的指標。目前企業已經瞭解對顧客關係的經營，將影響日後顧客的滿意度與忠誠度。過去研究探討服務品質、關係品質與顧客忠誠度之關係，似未有研究以觀光飯店服務業之觀點檢視該關係。由文獻推論可知關係品質可能會干擾服務品質與顧客忠誠度之關係。因此，本研究欲厘清服務品質、關係品質以及顧客忠誠度之關係。本研究調查台中地區觀光餐廳消費之顧客，共發出300份問卷，有效回收問卷份數為256份。研究假設以層級回歸分析加以驗證，實證結果顯示服務品質與關係品質以及與顧客忠誠之間皆為正向關係，而關係品質則具有干擾效果。研究結果對台中觀光餐飲業之管理實務與未來提供建議。

In the service industry, service quality is an index which reveals the quality assessments from customers toward enterprises. The enterprises have more realized the management of customer relationship will affect customer satisfaction and customer loyalty. Previous studies have examined the relationship between service quality and customer loyalty. However, little research examined such a relationship among customers in the food and beverage industry. Moreover, by reasoning, customer relationship may have a moderating effect on that relationship. Therefore, the purpose of this study is to investigate the relationship of service quality and customer relationship to customer loyalty. Using survey questionnaires, the sample included 256 customers in Hualien restaurant. Hierarchical regression analysis was used for data analysis. Empirical data showed that service quality to be positively related to customer relationship and customer loyalty. However, the moderating effect of customer relationship was supported. Theoretical and practical suggestions are also provided to the Hualien restaurant.