| 摘要: | 本研究旨在探討休閒農場餐飲服務品質，顧客滿意度及行為意圖在不同遊客個人背景變項，對於餐飲服務品質，顧客滿意度及行為意圖間的差異。以及休閒農場所提供的餐飲服務品質，顧客滿意度及行為意圖是否具有顯著相關，最後探討休閒農場之顧客滿意度是否在餐飲服務品質和行為意圖間具有中介效果之關係。本研究採「問卷調查法」，立意取樣之抽樣方式，以苗栗飛牛牧場、台南大坑休閒農場，宜蘭香格里拉農場、宜蘭頭城休閒農場的遊客為主要調查對象，發放 420 份問卷，有效問卷為 387份，回收率達 92.10％。
研究結果如下
1. 不同個人背景變項及消費行為，對於「餐飲服務品質」、「顧客滿意度」與「行為意圖」具有部分顯著差異。
2. 「餐飲服務品質」、「顧客滿意度」與「行為意圖」三者具有相關。
3. 「顧客滿意度」對「行為意圖」呈現低度相關。
4. 「餐飲服務品質」可預測「顧客滿意度」，但「顧客滿意度」對「行為意圖」預測性較低。
5. 「顧客滿意度」在「餐飲服務品質」和「行為意圖」間，具有中介效果。
建議休閒農場業者可以針對不同遊客類型，地方特色推行相關餐飲服務產品。未來研究可針對不同類型休閒農場，進行餐飲服務品質量表調整，或針對休閒農場網路知名度進行後續研究。
For this study, Leisure Farm Food and Beverage Service Quilty , customer satisfaction and behavioral intentions. In different visitors personal background variables, to Food and Beverage Service Quilty, customer satisfaction and behavioral intentions differences or not?Leisure Farm Food and Beverage Service Quilty, whether significant correlation between customer satisfaction and behavioral intentions, Finally, understand customer satisfaction Leisure Farm is in the food and beverage service quality and behavioral intentions
Having Mediating Effect. This study adopted "questionnaire" To Miaoli Flying Cow Ranch, Tainan pit Leisure Farm, Yilan Shangrila Farms, Yilan Toucheng Leisure Farm tourists as the main survey,Distributed 420 questionnaires,387 valid questionnaires,Recovery rate of 92.10%.
The results are as follows
1. Different personal background variables and consumer behavior, "Food and beverage service quality", "customer satisfaction" and "behavioral intention" with partially significant differences.
2. "Food and beverage service quality", "customer satisfaction" and "behavioral intention" of the three relevant.
3. "Customer satisfaction" for "behavioral intention" exhibit low correlation.
4. "Food and beverage service quality" predictable "customer satisfaction", but "customer satisfaction" for "behavioral intention" less predictable.
5. "Customer Satisfaction" in the "Food and beverage service quality" and "behavioral intention" Room with a mediation effect.
We recommend Leisure Farm industry can implement the relevant food service products for different types of tourists, local characteristics. Future studies for different types of leisure farms, conduct food service quality scale adjustments, or follow-up studies for Leisure Farm web visibility. |
