服務態度與消費者購買決策之探討～以早餐店為例

The Study on Service Attitude and Purchasing Decisions–Case of Breakfast Restaurant

隨著經濟的成長，國民所得提升及飲食型態改變，早餐外食成了現代人的飲食習慣。本文擬瞭解顧客對早餐店服務品質的認知，期能對現今早餐消費者之服務品質滿意度及其消費行為做進一步分析與建議。本研究主要以新北市汐止地區早餐店為例，探討顧客對早餐業服務品質的滿意度以及影響顧客購買行為的考量因素，針對消費者對服務品質較不滿意的項目，提出提升店家服務品質的具體改善建議，讓早餐業者瞭解顧客的需求並加以改善，也可以提升店家在同業上的競爭力。 In food & beverage industry, service quality plays a more and more important role. And service attitude is critical to customer satisfaction. The research purpose hopes to understand and discuss service attitude and consumer behavior of the breakfast restaurant. For consumer tend to choose a good price, good service and good quality. By using survey, 196 effective questionnaires were collected. We also provide many practical implications.