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題名：整合結構方程模型和非對稱性分析--以自助餐顧客忠誠的品質滿意模型為例
書刊名：休閒產業管理學刊
作者：高立學 引用關係／許書瑜／林秉佑
作者(外文)：Gau, Li-shiue／Hsu, Shu-yu／Lin, Ping-yu
出版日期：2013
卷期：6:2
頁次：頁73-101
主題關鍵詞：服務品質；結構方程模型；當然因子；魅力因子；需求理論；Service quality；SEM；Must-be quality；Attractive quality；Needs theory
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:61
  • 點閱點閱:30
本研究嘗試整合結構方程模型和非對稱性分析，調查自助餐顧客知覺品質和忠誠度的關係。模型整合自需求與服務品質理論，包括：食物、衛生、知覺價位合理性、環境、人員服務、便利性六個品質變項，和生存安全及社會心理滿意中間變項，及忠誠度為結果變項。參考SQNeed和SERVQUAL量表發展問卷，於一連鎖自助餐發放給顧客，回收有效374份。量表信、效度符合推薦值，模型配適度可以接受，模型對忠誠度的解釋力為79%。模型路徑係數和非對稱性分析的衝擊範圍（range of impact）有類似之處，「知覺價位合理性」對於忠誠度有較大影響，而「便利性」的影響最小，但價位傾向為當然因子而便利傾向為魅力因子。由結構方程模型分析資料配適度，再整合品質評價程度、衝擊範圍和非對稱性資訊，可以提供決策者更明確改善方向的參考資訊。
This study used structural equation modeling and asymmetric impact analyses to examine the relationships between customers' perceived quality and their loyalty for cafeteria restaurants. The model was developed from need theory and service quality theory, including six types of quality: food, hygiene, perceived reasonability of price, environment, personnel services, and convenience. The model also included two mediators, survival safety satisfaction and social psychological satisfaction, and one dependent variable, loyalty. Based on SQNeed and SERVQUAL, a survey questionnaire was created. Questionnaires were distributed to customers in a chain cafeteria and 374 valid were collected. The reliability and validity of scales met the recommended level; the model fit was acceptable; the variance explained of loyalty in the model was 79%. The ranges of impact derived from the asymmetrical analyses were commensurate with the model path coefficients. ”Perceived price reasonableness” had the greatest impact on loyalty, whereas ”convenience” had the lowest impact. However, the asymmetrical analyses suggested that the perceived price reasonableness was a must-be quality, while the convenience was an attractive quality. Combination of information from structural equation modeling and asymmetrical analyses can provide decision-makers rich information for clearer direction of quality improvement.
期刊論文
1.Eisen, S. V.、Wilcox, M.、Leff, H. S.、Schaefer, E.、Culhane, M. A.(1999)。Assessing behavioral health outcomes in outpatient programs: Reliability and validity of the BASIS-32。Journal of Behavioral Health Services and Research，26(1)，5-17。  new window
2.Vogt, C. A.、Fesenmaier, D. R.(1995)。Tourists and Retailers' Perceptions of Services。Annals of Tourism Research，22(4)，763-780。  new window
3.鄭紹成、陳嘉隆(19960300)。服務業顧客維繫因素研究--以餐飲業為例。觀光研究學報，2(1)，63-77。new window  延伸查詢new window
4.孫瑜華、李青芳、劉美侖(20050300)。消費者對有機餐廳的態度與需求之研究。觀光研究學報，11(1)，23-38。new window  延伸查詢new window
5.高立學(20121200)。量表的編製和驗證--以手搖飲料店服務品質量表為例。運動休閒餐旅研究，7(4)，47-62。new window  延伸查詢new window
6.高立學、曲宏義、蔡碩倉、吳天方(20120600)。從顧客體驗觀點非對稱性分析游泳池複合式經營品質。運動休閒管理學報，9(1)，39-54。new window  延伸查詢new window
7.Baumgartner, H.、Homburg, C.(1996)。Applications of SEM in marketing and consumer research: A review。International Journal of Research in Marketing，13，139-161。  new window
8.Cox, T.、Mackay, C.(1985)。The measurement of self-reported stress and arousal。British Journal of Psychology，76，183-186。  new window
9.Mikulić, J.、Prebežac, D.(2008)。Prioritizing improvement of service attributes using impact range-performance analysis and impact-asymmetry analysis。Managing Service Quality，18(6)，559-576。  new window
10.高立學(20110600)。觀賞運動活動吸引力和觀賞效益的非對稱性關係分析：以「高雄世運」和「臺北聽奧」為例。運動休閒管理學報，8(1)，1-17。new window  延伸查詢new window
11.黃純德、吳婉琪(19990600)。自助式餐館顧客滿意之研究。觀光研究學報，5(1)，21-38。new window  延伸查詢new window
12.Mikulić, J.、Prebežac, D.(2012)。Using dummy regression to explore asymmetric effects in tourist satisfaction: A cautionary note。Tourism Management，33(3)，713-716。  new window
13.Woodside, Arch G.(2013)。Moving beyond multiple regression analysis to algorithms: Calling for adoption of a paradigm shift from symmetric to asymmetric thinking in data analysis and crafting theory。Journal of Business Research，66(4)，463-472。  new window
14.Yoshida, M.、James, J. D.(2010)。Customer satisfaction with game and service experience: Antecedents and consequences。Journal of Sport Management，24，338-361。  new window
15.Cadotte, E. R.、Turgeon, N.(1988)。Key factors in guest satisfaction。Cornell Hotel and Restaurant Administration Quarterly，28(4)，44-51。  new window
16.孫路弘(19960300)。餐飲服務品質管理。觀光研究學報，2(1)，79-91。new window  延伸查詢new window
17.Bentler, P. M.、Bonett, D. G.(1980)。Significance test and goodness of fit in the analysis of covariance structures。Psychological Bulletin，88(3)，588-606。  new window
18.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
19.Matzler, Kurt、Bailom, Franz、Hinterhuber, Hans H.、Renzl, Birgit、Pichler, Johann(2004)。The asymmetric relationship between attribute-level performance and overall customer satisfaction: A reconsideration of the importance-performance analysis。Industrial Marketing Management，33(4)，271-277。  new window
20.Matzler, Kurt、Hinterhuber, Hans H.(1998)。How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment。Technovation，18(1)，25-38。  new window
21.Flint, D. J.、Blocker, C. P.、Boutin, P. J. Jr.(2011)。Customer value anticipation, customer satisfaction and loyalty: An empirical examination。Industrial Marketing Management，40(2)，219-230。  new window
22.張重昭、周宇貞(19990900)。知覺品質與參考價格對消費者知覺價值與購買意願之影響。企業管理學報，45，1-35。new window  延伸查詢new window
23.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
24.Batra, Rajeev、Ahtola, Olli T.(1991)。Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes。Marketing Letters，2(2)，159-170。  new window
25.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
26.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
27.狩野紀昭、瀬楽信彦、高橋文夫、辻新一(1984)。魅力的品質と当り前品質。品質，14(2)，147-156。  延伸查詢new window
28.Mikulic, I.、Prebezac, D.(2011)。Evaluating hotel animation programs at Mediterranean sun-and-sea resorts: An impact-asymmetry analysis。Tourism Management，32(3)，688-696。  new window
學位論文
1.曾鈴惠(2011)。幼托園所經營服務特色的四維分析(碩士論文)。亞洲大學。  延伸查詢new window
2.許書瑜(2011)。整合需求和服務品質理論發展自助餐顧客滿意和忠誠模型(碩士論文)。亞洲大學。  延伸查詢new window
3.蕭文傑(2003)。顧客價值與顧客忠誠度關係之研究--以T連鎖餐廳為例(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
4.丘宏昌(1998)。以需求理論為基礎所建立之服務品質衡量及其適用性分析(博士論文)。國立台灣大學。new window  延伸查詢new window
5.樊期斌(2000)。餐飲管理服務品質之研究--以國立雲林科技大學學校餐廳為例(碩士論文)。國立雲林科技大學。  延伸查詢new window
圖書
1.林玥秀、高秋英(2004)。餐飲管理--理論與實務。臺北：揚智文化出版社。  延伸查詢new window
2.Garson, G. D.(2012)。Testing statistical assumptions。Asheboro, NC：Statistical Publishing Associates。  new window
3.丘宏昌、謝依靜(2007)。服務行銷與管理。台北：雙葉書廊。  延伸查詢new window
4.Maslow, Abraham H.(1970)。Religions, Values, and Peak Experiences。New York：The Viking Press。  new window
5.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
6.Nunnally, Jum C.、Bernstein, Ira H.(1994)。Psychological theory。MacGraw-Hill。  new window
7.Bollen, Kenneth A.、Long, J. Scott(1993)。Testing Structural Equation Models。Sage Publications, Inc.。  new window
8.Herzberg, Frederick、Mausner, Bernard、Snyderman, Barbara Bloch(1959)。The Motivation to Work。John Wiley & Sons, Inc.。  new window
9.Maslow, Abraham H.、Frager, Robert、Fadiman, James、McReynolds, C.(1970)。Motivation and Personality。Harper。  new window
10.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
11.Kotler, Philip、Keller, Kevin L.(2009)。Marketing Management。Pearson。  new window
12.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2009)。Multivariate Data Analysis。Prentice-Hall, Inc.。  new window
13.Maslow, Abraham H.(1954)。Motivation and Personality。Harper & Row。  new window
其他
1.高立學(2011)。來Circus 坐坐--量表效度和信度，http://www.tmcc.com.tw/03_case_details.aspx?Raid=AR0001647，(AR0001647)。  延伸查詢new window
圖書論文
1.Gau, L. S.、Gailliot, M. T.、Brady, M.(2007)。A model examining relationships among team identification, sport spectators' motives, perceived service quality, and satisfaction。Sport marketing across the spectrum: Research from emerging, developing, and established scholars。Morgantown, WV：Fitness Information Technology, Inc.。  new window
2.Browne, Michael W.、Cudeck, Robert(1993)。Alternative ways of assessing model fit。Testing Structural Equation Models。Sage。  new window
 
 
 
 
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