文化大學機構典藏 CCUR:Item 987654321/45115
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    題名: 餐廳印象與顧客滿意關係之研究-以台北市Live band主題餐廳為調節變項
    A Study of the Relationship among Restaurant Image and Customer Satisfaction - Live Band Theme Restaurant at Taipei City as Moderating Variables
    作者: 楊哲彥
    貢獻者: 觀光事業學系觀光休閒事業碩士在職專班
    關鍵詞: 主題餐廳
    餐廳印象
    顧客滿意
    調節變項
    日期: 2019
    上傳時間: 2019-10-24 09:41:08 (UTC+8)
    摘要: 臺灣以音樂為主題的民歌餐廳曾經烜赫一時。但在1980年代末期卡拉OK崛起後，許多民歌餐廳則陸續停業，此時有樂團駐唱的音樂餐廳開始推而廣之、百家爭鳴。
    現今學術中極少有討論音樂餐廳之相關文獻，以樂團駐唱之主題餐廳更是未曾提及，因此在確立主題後蒐集相關文獻及設計顧客滿意問卷，並在五間Live band主題餐廳進行調查，本研究分為兩部分，研究一：以探討餐廳印象對顧客滿意之影響，研究二：以不同的Live band主題餐廳做為對餐廳印象與顧客滿意之間的調節效果。研究對象為台北市對Live band主題餐廳進行消費的顧客，並以問卷調查法蒐集顧客滿意度的資料，共回收308份有效問卷其研究結果如下:
    本研究H1全部成立，根據研究結果可顯示出影響顧客滿意的餐廳印象可歸納為「用餐環境」、「餐食品質」、「服務態度」、「用餐價格」及「樂團演出」五個構面，本研究中，以「樂團演出」的影響最大，是消費者最為重視並且為滿意度中產生再購意願與推薦意願的關鍵因素。
    本研究H2全部成立，根據研究結果可顯示出不同的Live band主題餐廳在餐廳印象與顧客滿意關係之間的調節效果。
    以上之結論與建議可供Live band主題餐廳業者及後續相關樂團音樂類研究者作為參考。
    Folk music themed restaurants used to be very popular in Taiwan. However, due to the emergence of karaoke in the late 1980s, many folk music themed restaurants were closed. Later, restaurants featuring live band performances began to emerge and flourish.
    The extant research discussing music themed restaurant is very limited and has never mentioned about live band themed restaurants. Therefore, after the research topic was confirmed, this study reviewed related literature and designed a customer satisfaction questionnaire for a survey of five live band themed restaurants. This study consisted of two parts. The first was to investigate the effect of restaurant impression on customer satisfaction, and the second was to examine the moderating effect of different live band themed restaurants on the relationship between restaurant impression and customer satisfaction.
    The subjects were customers of live band themed restaurants in Taipei City. The questionnaire method was applied to collect customer satisfaction data. A total of 308 valid responses were obtained. The findings were summarized as follows:
    H1 was fully supported. This study summarized five dimensions of restaurant impression that have an effect on customer satisfaction, including “dining environment”, “food quality”, “service attitude”, “price”, and “band performance”. Among these dimensions, “band performance” was found to have the greatest effect on customer satisfaction. It was most important to customers and would critically affect repurchase intention and recommendation intention among the dimensions of customer satisfaction.
    H2 was fully supported, suggesting that different live band themed restaurants would moderate the relationship between restaurant impression and customer satisfaction.
    The above conclusions and suggestions could be a reference for operators of live band themed restaurants and future researchers of band music.
    顯示於類別:[觀光事業學系暨研究所 ] 博碩士論文

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