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題名 | 餐飲業服務品質、口碑傳播與再購意願之相關性研究=The Relationships among Service Quality, Word of Mouth Communication and Repurchase Intention: A Study in the Hospitality Industry |
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作者 | 鄭妃君; 陳瑞龍; Cheng, Fei-chun; Chen, Jui-lung; |
期刊 | 運動休閒餐旅研究 |
出版日期 | 20121200 |
卷期 | 7:4 2012.12[民101.12] |
頁次 | 頁63-81 |
分類號 | 496.7 |
語文 | chi |
關鍵詞 | 餐飲業; 服務品質; 口碑傳播; 再購意願; Service quality; Word of mouth communication; Repurchase intention; Hospitality industry; |
中文摘要 | 本研究旨在探討餐飲業服務品質、口碑傳播與再購意願三者之關係。以新竹市連鎖餐飲業顧客為研究對象,採用問卷方式發放進行資料收集,再透過敘述性統計分析、信度分析及階層式迴歸分析進行資料分析。研究結果發現:一、口碑傳播中的滿意程度主要受到服務品質構面「保證性」及「關懷性」的影響。二、口碑傳播中的推薦他人主要是受到服務品質構面「關懷性」的影響。三、顧客的再購意願受到服務品質構面「關懷性」的影響最大。最後,根據研究結果提出建議,以供餐飲業者作為經營管理的參考。 |
英文摘要 | The purpose of this research is concentrated on investigate the relationships among service quality, word of mouth communication and repurchase intention in the hospitality industry. By using questionnaire, descriptive statistics, reliability analysis and multiple regression analysis to analyze the effects of service quality and word of mouth communication on repurchase intention, the results are as follows: (1) The dimensions of service quality-assurance and empathy influence on the dimension of word of mouth communication-satisfaction; (2) The dimension of service quality-empathy influence on the dimension of word of mouth communication-recommendation; (3) The dimension of service quality-empathy influence on repurchase intention. Some implications and suggestions will be offered for the manager of the hospitality industry on the empirical results. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。