5.3 研究建議
5.3.3 對後續研究者之建議
本研究有助於了解至北平楊寶寶蒸餃用餐之顧客，對該店印象、體驗、知覺價 值、滿意度及行為意向之相互關係，惟本研究擇於用餐人潮最多之時段，雖可更明 確預測顧客感受，但因選擇兩店每日交替仍顯不足。建議後續研究者，對兩店分別 各進行乙週問卷，期能更進一步深入研究。另北平楊寶寶蒸餃為北方小吃，惟此份 研究調查期間適逢夏令期間之調查結果。而因季節不同，顧客用餐也有不同的喜好 特性，建議後續研究者，加強冬令期間用餐調查，讓研究更臻完善。
本研究以隨機抽樣方法收集於北平楊寶寶蒸餃用餐顧客數據，因此，調查結果 可適用於類似餐廳作為參考依據。建議後續研究可以針對通過顧客印象及知覺價 值，來比較餐廳的餐飲品質、服務品質及實體環境的相對重要性進行研究，以增加 研究之可靠性。
此外，本研究測量項目參考使用國外文獻通用的測量項目，未來需要更多的研 究來開發調查項目，以評估體驗(餐飲、服務品質及實體環境)項目能具體反映餐廳 氣氛及服務風格，更能提供顧客用餐體驗感知的充分認識理解。例如，本研究的結
92
果表明，印象對體驗有顯著性正向相關、體驗對滿意度有顯著性正向相關，而印象 對滿意度無顯著性關係。因此，體驗對印象與滿意度之間的調節作用可以進一步調 查；另外基於了解顧客的個人差異特點也可以是進一步研究範疇。
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