第五章 結論與建議
第五節 未來研究發展與建議
國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
118
四、質化訪談樣本數限制
質化深度訪談方面，本研究直接到店內便利抽樣，挑選有意願受訪的顧客，
但受限於有限的研究成本與現場氣氛（用餐的顧客通常不願意被打擾），造成樣 本數量有限，廣度與深度上可能是略嫌不足的。
第五節 未來研究發展與建議
一、盡量增加量化問卷樣本數便利抽樣的偏誤可能性較高，因此建議之後採用便利抽樣的研究者盡量把樣 本數提高，以盡量降低偏誤可能性。
二、增加受試者的差異性
建議之後的研究者在發放問卷期間隨時觀察填答者人口統計變項的差異性，
針對某些缺乏的人口統計變項作重點發放，盡量維持樣本中人口統計變項的均 衡。
三、增加前測樣本數，以利問項修改
從文獻發展出來的量表可能在不同的研究主體上會有適用性的差異，因此建 議之後的研究者在發展出問項之後，盡量增加前測的樣本數，根據前測受試者的 填答情形，作問項的修改。
四、盡量增加質化訪談樣本數
本研究受限於有限的研究成本，加上餐廳用餐的顧客普遍不願意花費時間接 受訪談，因此訪談樣本數稍嫌不足。建議日後的研究者，在成本許可的原則下，
提供顧客更大的受訪誘因，盡量擴大樣本數，以增加訪談的廣度與深度。
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
119
參考資料
一、中文部份
1. 何宥緯（2011）。《服務品質、知覺價值與顧客滿意度、顧客忠誠度之關聯性 研究-以網路購物品牌 lativ 國民服飾為例》。國立政治大學廣播電視學系碩士 班碩士論文。
2. 吳萬益、林清河（2000）。企業研究方法。台北：華泰文化。
3. 林玥秀、劉元安、孫瑜華、李一民、林連聰（2003）。餐館與旅館管理（第二 版）。台北：品度。
4. 周添城、賴金端、林志誠、林幸君、胡夢蕾（2006）。《台灣服務業國際化發 展策略之研究-以餐飲服務業為例》。台北：行政院經濟建設委員會。
5. 邱皓政（2011）。量化研究與統計分析：SPSS(PASW)資料分析範例解析（五 版二刷）。台北：五南圖書。
6. 林佩君（2012）。 《葡萄酒旅遊之認知價值、滿意度與行為意圖關係之研究-以台灣中部葡萄酒莊為例》。銘傳大學觀光事業學系碩士在職專班碩士論文。
7. 施嘉雄（2011）。《自助旅行者對馬祖地區特色餐廳服務品質、知覺價值、滿 意度與忠誠度關係之研究》。銘傳大學觀光事業學系碩士在職專班碩士論文。
8. 陳淑敏（2011）。 《服務創新與體驗行銷對提升顧客滿意度與忠誠度的探討-以安麗公司為例》。國立政治大學傳播學院碩士在職專班碩士論文。
9. 陳蘭英（2006）。《傳統食品特產業服務品質與顧客滿意度之研究-以金門地區 聖祖食品股份有限公司為例》。銘傳大學觀光事業學系碩士在職專班碩士論 文。
10. 張榮欽（2007） 。《認知價值、品牌形象對顧客滿意與顧客忠誠之關係研究-以好市多量販店為例》。國立台北大學企業管理學系碩士論文。
11. 黃琇盈（2011）。《台灣「MIT 微笑」共同標章知覺品質、知覺價值與購買意
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
120
願、滿意度之關係研究》。國立政治大學廣告學系碩士論文。
12. 黃聖涵（2008）。《文化創意產業體驗行銷策略研究-以台北啤酒文化園區為例》。
國立政治大學廣播電視學研究所碩士論文。
13. 鄭雯真（2007）。《國際觀光旅館顧客忠誠度類型之研究》。銘傳大學觀光事業 學系碩士在職專班碩士論文。
二、英文部份
1. Allred, A. T. and Addams, H. L. (2000). Service quality at banks and credit unions: what do their customerssay?. International Journal of Bank Marketing, 18(4), 200-207.
2. Anderson, E. W. & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
3. Baldinger, A.L. & Rubinson, J. (1996). Brand Loyalty:The Link Between Attitude and Behavior. Journal of Advertising Research, 36, 22-34.
4. Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54 (April), 69-82.
5. Bolton, R. N., and Drew, J. H. (1991). A Multistage Model of Consumers’
Assessments of Service Quality and Value. Journal of Consumer Research, 17, 375-384.
6. Boulding,W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions.
Journal of Marketing Research, 30(1), 7-27.
7. Bowen, J.T., & Chen, S.L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality, 13, 213-217.
8. Bowen, J. T. & Shoemaker, S. (1998). Loyalty: Strategy commitment. Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
121
9. Brown, G. H. (1952). Brand loyalty-fact or fiction? Advertising Age, 23, 53-55.
10. Brunsø, K., Fjord, T. A. and Grunert, K. G. (2002). Consumers’ food choice and quality perception. MAPP working paper 77. Aarhus: Aarhus School of
Business.
11. Cadotte, E. R., Woodruff, R. B. & Jenkins, R. L. (1987). Expectations and Norms in Models of Consumer Satisfaction. Journal of Marketing Research, 24(3), 305-314.
12. Cardello, A. V. (1995). Food quality: Relativity, content and consumer expectations. Food Quality and Preference, 6(2), 163–168.
13. Cardozo, R. N. (1965). An experiment study of consumer effort, expectation and satisfaction. Journal of Marketing Research, 2, 244-249.
14. Caruana, A. and Msida, M. (2002). Service loyalty: the effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36, 811-828.
15. Churchill, G. A., Jr., & Surprenant, C.(1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504.
16. Cortese, A. (2003, October 27). Fine dining? Just across the lobby: Some of the best new restaurants are popping up in hotels. Business Week, 130-131.
17. Cronin, J. Jr., & Taylor, S. A. (1992). Measuring service quality：A reexamination and extension. Journal of Marketing, 56(July), 55-68.
18. Crosby, L. A. & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24, 404-411.
19. Day, Ralph L. Perreault& William P. Jr. (1977). Extending the concept of consumer satisfaction in advance in consumer research. Association for
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
122
Consumer Research, 149-154.
20. Delwiche, J. (2004). The impact of perceptual interactions on perceived flavor.
Food Quality and Preference, 15(2), 137-146.
21. Dick A. S. & Basu K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
22. Etzel, M. J., B. J. Walker, & W. J. Stanton. (2001). Marketing Management (12th ed.), CA: McGraw-Hill.
23. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56, 6-21.
24. Frederick, F. R., & Schefter, P. (2000). E-Loyalty. Harvard Business Review, Vol.78, No.4, pp. 105-113.
25. Gale B. T. (1994). Managing Customer Value. New York, NY: The Free Press.
26. Grønholdt, L., Martensen A., & Kristensen K. (2000).The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11(4/5/6), 509-514.
27. Grönroos, C. (1982). Internal Marketing—Theory and Practice. In American Marketing Association Services Marketing Conference Proceedings.
28. Grunert, K.G., Hartvig Larsen, H., Madsen, T. K. & Baadsgaard, A. (1996).
Market Orientation in Food and Agriculture. Norwell, Boston, MA: Kluwer.
29. Handy, C. R. & Pfaff, M. (1975). Consumer Satisfaction with food product and marketing service. Journal of Business Research, 49-61.
30. Hjorth-Anderson, C. (1984). The concept of quality and the efficiency of markets for consumer product. Journal of Consumer Research, 11(2), 708-718.
31. Howard, J. A. & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York, NY.: John Wiley& Sons Inc.
32. Hurley, R.H, Estelami, H (1998). Alternative Indexes for Monitoring Customer
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
123
Perceptions Of Service Quality： A Comparative Evaluation in A Retail Context.
Journal of Academy of Marketing Science, 26, 209-221.
33. Jacoby, J. & Kyner D. B. (1973). Brand loyalty vs. repeat purchasing behavior.
Journal of Marketing Research, 10, 1-9.
34. Jacoby, J. & R. W. Chestnut. (1978). Brand Loyalty Measurement and Management. New York, NY: John Wiley.
35. Johns, N., & Tyas, P. (1996). Investigating of the perceived components of the meal experience, using perceptual gap methodology. Progress in Tourism and Hospitality Research, 2(1), 15-26.
36. Johnson, M. D., Hermann A. & Gustafsson A. (2002). Comparing customer satisfaction across industries and countries. Journal of Economic Psychology, 23, 749-769.
37. Jones, T. O. and Sasser Jr. W. E. (1995). Why satisfied customer defect. Harvard Business Review, 73(6), 88-91.
38. Juran(1974), A universal approach to managing for quality. Quality Progress, August, 19-24.
39. Kivela, J., Inbakaran, R., & Reece, J. (1999).Consumer research in the restaurant environment, Part 1: A conceptual model of dining satisfaction and return
patronage. International Journal of Contemporary Hospitality Management, 11(5), 205-222.
40. Kotler, P. (1996). Marketing Management: Analysis, Planning, Implementation and Control, 9th ed. NJ: Prentice-Hall.
41. Kotler, P., Ang, S. H., Leong, S. M., & Tan, C. T. (1999). Marketing management: An Asian perspective. Englewood Cliffs, NJ: Prentice-Hall.
42. Levitt, Theodore (1972). Production-line approach to service. Harvard Business Review, 50, 41-52.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
124
43. Millan, A. & Esteban, A. (2004). Development of a multiple-item scale for measuring customer satisfaction in travel agencies services. Tourism Management, 25(5), 533-546.
44. Monroe K. B. (1990). Pricing: Making Profitable Decisions. New York, NY:
McGraw-Hill Publishing Company.
45. Ohammad, R. H., Jazani, N., Hajikarimi, A., & Ebrahimi, A. (2011). The effect of demographic characteristics on antecedents and consequences of customer satisfaction in banking Industry. Canadian Social Science, 7 (4), 198-203.
46. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469.
47. Oliver, R. L. (1993). Cognitive, affective and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418-430.
48. Oliver, R. L. (1999). Whence customer loyalty. Journal of marketing, 63, 33-44.
49. Parasuraman, A. , Zeithaml, V.A., and Berry, L.L.(1985).A conceptual model of service quality and its implication for future research. Journal of Marketing, 49, 41-50.
50. Parasuraman, A. , Zeithaml, Valarie A. and Berry, L. L.(1988). SERVQUAL : a multiple-item scale for measuring consumer perception. Journal of Retailing, 64(1), 12-40.
51. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for future research. Journal of Marketing, 58(1), 111-124.
52. Patterson, P. G., & Spreng, R. A. (1997). Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination. International Journal of service Industry management, 8(5), 414-434.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
125
53. Péneau, S., Hoehn, E., Roth, H.-R., Escher, F., & Nuessli, J. (2006). Importance and consumer perception of freshness of apples. Food Quality and Preference, 17(1/2), 9-19.
54. Peppers, D. & Rogers M. (1993). The one to one future : building relationships one customer at a time. New York: Currency Doubleday.
55. Peri, C. (2006). The universe of food quality. Food Quality and Preference, 17(1/2), 3-8.
56. Petrick, J. F., (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119-134.
57. Pfaff, M. (1977). The index of consumer satisfaction: Measurement problems and
58. opportunities. In H. K. Hunt (Ed.), Conceptualization and measurement of consumer satisfaction and dissatisfaction. Cambridge, MA: Marketing Science Institute.
59. Phillip K.H., Gus M.G., Rodney A.C., & John A.R. (2003). Customer repurchase intention. A general structural equation model. European Journal of Marketing, 37 (11), 1762-1800.
60. Reichheld, F. F. & W. E. Sasser (1990). Zero defection: quality comes to 61. Services. Harvard Business Review, 68, 105-111.
62. Reynolds, F.D., Darden, W.R., & Martin, W. (1974). Developing an image the store-loyal customer. Journal of Retailing, 50 (4), 73-84.
63. Rijswijk, W.V. & Frewer, L.J. (2008). Consumer perceptions of food quality and safety and their relation to traceability. British Food Journal, 110(10),
1034-1046.
64. Rosander, A. C. (1980). Service industry QC-is the challenge being met. Quality Progress, 12, 34-35.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
126
65. Sasser, W. E., Olsen, JR. R. P., & Wyckoff D. D. (1978). Management of Service Operations: Text, Cases and Readings. Boston, MA: Allyn and Bacon.
66. Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
67. Sheth, J. N., Bruce, I. N. & Barbara, L. G.(1991). Consumption Values and Market Choice. Cincinnati, Ohio: South Western Publishing.
68. Singh, J. and D. Sirdeshmukh.(2000). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments. Journal of the Academy of Marketing Science, 28, 150-167.
69. Sirdeshmukh, D., Singh J. & Sabol B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66, 15-37.
70. Slama,M.E.&Tashchian,A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. Journal of Marketing, 49 (winter), 72-82.
71. Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food,
atmosphere, and fairness of wait. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247.
72. Susskind, A. M., & Chan, E. K. (2000). How restaurant features affect check averages. Cornell Hotel and Restaurant Administration Quarterly, 41(6), 56-63.
73. Sweeney, J. C., Soutar, G. N. and Johnson, L. W. (1999). Retail service quality andperceived value. Journal of Retailing and Consumer Service, 4, 39-48.
74. Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’
purchase intentions. Journal of Retailing, 70(2), 163-178.
75. Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4,
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
127
199-214.
76. Voss, G. B. , Parasuraman,A., & Grewal, D.(1998).The roles of price,
performance, and expectations in determining satisfaction in service, exchange.
Journal of Marketing, 62(October), 46-61.
77. Wakefield, R. L. (2001). Service quality. The CPA Journal, 71 (8), 58-60.
78. Westbrook, R. A. (1980). Intrapersonal affective influences on consumer satisfaction with products. Journal of Consumer Research, 7 (1), 49-54.
79. William Boulding, Ajay Kalra, Richard Staelin & Valerie Zeithaml (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research(February), 7-27.(Lead Article).
80. Woodruff, R. B., Cadotte E. R. & Jenkins R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, 20, 296-304.
81. Woodruff, R. B. & Gardial, S. F. (1996). Know Your Customer：New Approaches to Understanding Customer Value and Satisfaction. Cambridge, MA: Blackwell Publishers.
82. Young Namkung & SooCheong(Shawn) Jang (2007). Does Food Quality Really Matter in Restaurant? It’s Impact on Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31 (August), 386-406.
83. Zeithaml, V. A. (1988), Consumer perception of price, quality and value: A 84. means-end model and synthesis of evidence. Journal of Marketing, 52 (July),
2-22.
85. Zeithaml, V. A. and Bitner, M. J (1996). Service Marketing. New York, NY:
McGraw-Hill.
86. Zeithaml, V.A. & Bitner, M.J.(2000). Services marketing: integrating customer focus across the firm (2rd. ed). London :McGraw-Hill.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
128
87. Zins, A. (2002). Consumption emotions, experience quality and satisfaction: A structural analysis for complainers versus non-complainers. Journal of Travel &
TourismMarketing, 12(2/3), 3-18.
三、線上資料
1. Yahoo！奇摩股市。上網日期2013年6月1日，取自 http://tw.stock.yahoo.com/
2. 中文百科在線。上網日期2013年6月27日，取自 http://www.zwbk.org/
3. 行政院主計總處。上網日期2013年6月1日，取自 http://www.dgbas.gov.tw/mp.asp?mp=1
4. 京都鐵板燒官方網站。上網日期2013年6月1日，取自 http://www.kyo-to.com.tw/media.html
5. 財政部財政資訊中心。上網日期2013年5月20日，取自 http://www.fia.gov.tw/mp.asp?mp=1
6. TTR台灣趨勢研究報告。上網日期2013年5月20日，取自 http://www.twtrend.com/upload/shares/a_13577271410.pdf 7. 經濟部統計處商業動態調查。上網日期2013年6月27日，取自
http://www.moea.gov.tw/Mns/dos/content/Content.aspx?menu_id=6831 8. 維基百科。上網日期2013年6月26日，取自
http://zh.wikipedia.org/zh-tw/%E7%BB%B4%E5%9F%BA%E7%99%BE%E7
%A7%91
‧
‧
‧
‧
‧
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
134
67. 我覺得京都鐵板燒套餐的價格是可以接受的。
68. 假如因應物價波動，京都鐵板燒適度調漲價格是可以 接受的。
69. 考量京都鐵板燒的價格與產品品質，我覺得來京都鐵 板燒用餐是正確的選擇。
70. 我願意購買京都鐵板燒的其他套餐。
71. 我願意購買京都鐵板燒的節慶套餐。
72. 我願意購買京都鐵板燒的商業午餐。
第六部分：個人基本資料
感謝您耐心填答問卷，您寶貴的意見對於本研究有很大的幫助，以下個人基本資料僅作為本 研究統計分析用途，敬請放心勾選，謝謝。
73. 性別 男性 女性
74. 年齡 20 歲（含）以下 21～25 歲 26～30 歲 31～35 歲
36～40 歲 41～45 歲 46～50 歲 51～55 歲 56～60 歲 61 歲（含）以上
75. 婚姻狀況 未婚 已婚
76. 居住地區 北部（宜蘭、基隆、台北、新北、桃園、新竹）
中部（苗栗、台中、彰化、南投、雲林）
南部（嘉義、台南、高雄、屏東）
東部（花蓮、台東）
外島地區
77. 教育程度 國中（含）以下 高中（職） 大學（專科） 研究所（含）以 上
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
135
78. 職業 學生 家管 軍公教 工業、製造業 商業、金融業 服務業 傳播媒體業 電子科技業 專業人士（醫師、會計師、
律師、建築師等） 自由業 農林漁牧礦 待業中 其他______
79. 個人平均 月收入
20000 元（含）以下 20001~30000 元 30001~40000 元 40001~50000 元 50001~60000 元 60001 元（含）以上 80. 本次來店
用餐目的
（單選）
家庭聚餐 朋友聚餐 商務聚餐 結婚紀念 約會 慶生
其他__________
問卷到此結束，再次感謝您的參與。
‧
2013/6/28訪談地點
‧
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
138
很放鬆，不會感覺很倉促要吃下一道的感覺。
（三） 請問你是否知道京都鐵板燒有販賣酒飲？如何知道的？是否知道價格？
（三） 請問你是否知道京都鐵板燒有販賣酒飲？如何知道的？是否知道價格？