在餐飲服務業的經營中，服務品質是一項顧客評價企業的重要指標，透過顧客關係的經營，了解會影響日後顧客的忠誠度。過去研究探討服務品質、關係品質與顧客忠誠度之關係上，似未有以餐飲業之觀點與消費者生活屬性的差異上去分析與檢視該關係。因此，本研究欲探討消費者在生活型態與服務品質之認知上對關係品質與顧客忠誠度之關係為何？本研究調查花蓮地區餐廳消費之顧客，共發出300份問卷，有效回收問卷份數為256份。研究假設以層級迴歸分析加以驗證，實證結果顯示服務品質與關係品質以及與顧客忠誠度之間皆為正向關係，而關係品質則具有中介效果。研究結果對花蓮地區餐飲業之管理實務與未來提供建議。

In the service industry, service quality is an index which reveals the quality assessments from customers toward enterprises. The enterprises have more realized the management of customer relationship will affect customer satisfaction and customer loyalty. Previous studies have examined the relationship between service quality and customer loyalty. However, little research examined such a relationship among customers in the food and beverage industry. Moreover, by reasoning, customer relationship may have a moderating effect on that relationship. Therefore, the purpose of this study is to investigate the relationship of service quality and customer relationship to customer loyalty. Using survey questionnaires, the sample included 256 customers in Hualien restaurant. Hierarchical regression analysis was used for data analysis. Empirical data showed that service quality to be positively related to customer relationship and customer loyalty. However, the moderating effect of customer relationship was supported. Theoretical and practical suggestions are also provided to the Hualien restaurant.