The Influence of Commercial Friendships on Customer Satisfaction and Customer Loyalty:
An Empirical Study of Bars in Tai 蕭宇鈞、羅雁紅
E-mail: 9511082@mail.dyu.edu.tw
ABSTRACT
Customer satisfaction and customer loyalty are critical factors in the success of a business, more so for the service industry. This report is to discuss whether or not the relationship between service people (waiters and waitresses) and customers’ commercial friendships affects customer satisfaction and customer loyalty. And discuss the process of service encounter in dramaturgical theory This study used questionnaires dispersed to customers that have frequented and spent money at bars and restaurants. The results concluded that in the bar and restaurant environment, the relationship of waiters and waitresses that have commercial friendships with customers have a positive correlation. The results can be used for reference in the restaurant and bar industry. This also means that the waiters need to cultivate more commercial friendships so more interpersonal relationships are formed. Personal interactions are very important in the service industry, therefore, the results can be used in the long term strategy and management of the service industry.
Keywords : 劇場理論 ; 商業友誼 ; 顧客滿意度 ; 顧客忠誠度 ; 酒吧 Table of Contents
封面內頁 簽名頁 授權書 iii 中文摘要 iv 英文摘要 v 誌謝 vi 目錄 vii 圖目錄 ix 表目錄 x 第一章 緒論 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究範圍及對象 3 第二章 文獻探討 第一節 劇場理論 4 第二節 商業友誼 7 第三節 顧客滿意度 10 第四節 顧客忠誠度 13 第五節 酒吧 15 第三章 研究方法 第一節 研究架構 18 第二節 研究假說 19 第三節 變數的操作型定義 21 第四節 研究設計 22 第五節 問卷設計 23 第六節 抽樣設計與問卷回收情形 25 第七節 資料分析方法 27 第八節 問卷量表 信度與效度檢測 28 第四章 資料分析與實證結果 第一節 樣本結構描述 30 第二節 因素分析 32 第三節 演員對衡量變項的影 響 34 第四節 獨立樣本t檢定及單因子變異數分析 35 第五節 相關分析 39 第五章 結論與建議 第一節 研究結論與發現 41 第 二節 建議 43 第三節 研究限制 46 參考文獻 48 附錄 53
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