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題名:豪華餐廳用餐後行為意圖前因之探討
作者:曾慶欑
校院名稱:國立嘉義大學
系所名稱:企業管理學系
指導教授:蔡進發
學位類別:博士
出版日期:2020
主題關鍵詞:服務接觸體驗價值關係品質餐後行為意圖情境涉入Service EncountersExperiential ValueRelationship QualityAfter Meal Behavioral IntentionSituational Involvement
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本研究以服務接觸、體驗價值、關係品質、餐後行為意圖作為主要研究架構,並檢驗情境涉入、社經地位和性別對以上這些變數的調節效果。採用問卷調查法,調查嘉義市豪華餐廳的客人,計蒐集到416份有效樣本,接著運用AMOS軟體的結構方程模式與多群組分析,來檢驗相關假設。研究結果發現:(1)豪華餐廳中的服務接觸對顧客的體驗價值具有正面影響。(2)豪華餐廳中的服務接觸對與顧客的關係品質具有正面影響。(3)顧客對豪華餐廳的體驗價值對餐後行為意圖具有正面影響。(4)豪華餐廳的關係品質對餐後行為意圖有正面影響。(5)服務接觸會透過體驗價值為中介,進而影響到餐後行為意圖。(6)服務接觸會透過關係品質為中介,進而影響到餐後行為意圖。(7)豪華餐廳的服務接觸在高社經地位下,對關係品質的正面影響,會多於低社經地位。(8)關係品質對於女性的餐後行為意圖影響力更甚於男性。
This study uses service contact, experience value, relationship quality, and post-meal behavior intention as the main research framework, and examines the adjustment effects of situational involvement, socioeconomic status, and gender on these variables. Using questionnaire survey, Investigating customers of luxury restaurants in Chiayi City, we collected 416 valid samples, Then use AMOS software's structural equation model and multi-group analysis to test related hypotheses. The study found: (1) Service contacts in luxury restaurants have a positive impact on customers' experience value. (2) Service contact in luxury restaurants has a positive impact on the quality of relationship with customers. (3) The customer's experience value of the luxury restaurant has a positive influence on the post-meal behavior intention. (4) The relationship quality of luxury restaurants has a positive influence on the after meal behavior intentions. (5) Service contact will be mediated through experience value, which in turn will affect post-meal behavior intentions. (6) Service contact will mediate through relationship quality, which in turn will affect after meal behavior intentions. (7) The service contacts of luxury restaurants will have a greater positive impact on the quality of the relationship under the high socioeconomic status than the low socioeconomic status. (8) Relationship quality has more influence on women's after meal behavior intention than men.
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