| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 99 === With the economic development, the improvements of living environment and quality of life, competition of dining market, food content and cooking towards a diversified development , and so on, which make consumption patterns generate a great change. In addition to dining atmosphere, consumers pay more attention to the food content and quality. Therefore, restaurant owners must provide an advanced qualities of food and services beyond consumers’ expectations, in order to attract them come to visit again. In view of this, the owners have to plan the best business strategies to get maximum performance and profitability. In addition, innovation is not only the drive of sustainable development of enterprises, but also the best solution in response to changes of the market.
This study takes the examples of chains of restaurant industries to explore the correlation of soft service attributes, hard service attributes, relationship quality and behavior intention in a high contact service context. The customers of the chains of restaurant service were selected as the samples of the questionnaire investigation. 577 valid questionnaires were collected as the data of the investigation. This research made use of structure equation modeling (SEM) to study the correlation between constructs and variables. The derived findings proposed three results. (1) “Store Atmosphere” of soft attributions have positive effect on the “Perceived Performance Excellence” of hard attributions. (2) There is a positive correlation between “Perceived Performance Excellence ” and “Relationship Quality”. (3) “Relationship Quality” has positive effects on “Behavioral Intentions” and the “Relationship Quality” plays a role of mediator. The findings of this research have provided that the concrete and strategic suggestions and references of business management are offered for related chain restaurant service managers.
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