近年來，伴隨著經濟的蓬勃發展，人們的消費習慣也隨之改變，到餐廳用餐不再只是享受美食，更重視消費的價值，當消費者的滿意感增加時，才會再次蒞臨餐廳消費。有鑑於此，本研究以嘉義縣番路鄉美滿餐廳之消費者為研究對象，探討服務品質、食物品質、環境氣氛與消費者滿意度及消費者忠誠度間之關聯性。本研究以文獻探討為基礎，並以問卷調查方式進行研究，共發放500份問卷，有效問卷共計339份。接著，本研究運用階層複迴歸分析驗證變數之因果關係，並檢定探討之研究假設。研究結果顯示，服務品質、食物品質、環境氣氛與消費者滿意度及消費者忠誠度間皆呈現正相關，以上研究結果將可提供餐廳業者經營及決策時之參考。 With the economic development changing people’s spending habits. People eating increased meal in the restaurant not only enjoy the food, consumers pay more attention to the value of consumer’s perception, generate satisfaction in order to make consumers spending again. The purpose of this study is to discuss the relationship among service quality, food quality, atmosphere, customer satisfaction and customer loyalty with the consumersof Mei-mon Restaurant in Chiayi County. Sections of literature review and questionnaire collection is included in the research. Total 500 questionnaires were sent out, and 339 questionnaires were valid. Hierarchical regression analysis is applied to test the cause relations between variables and examine the hypothesis. The findings of this study verify that service quality, food quality and atmosphere have positive relationships with customer satisfaction and customer loyalty. The results may be as references for practitioners to manage a restaurant sustainably or make a proper policy.
