| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 103 === This study focus on the discussion of service quality,customer satisfaction and customer loyalty relationship applied to the restaurant chain industry -- Bullfight. 250 questionnaires had been issued and 240 questionnaires had been analyzed. Four hypotheses were proposed: H1: The higher the degree of attention of the restaurant, the restaurant consumer satisfaction is also higher, showing a significant positive relationship. H2: The higher the consumer satisfaction with the quality of service, the restaurant's loyalty is also higher, showing a significant positive relationship. H3: The higher the degree of attention about service quality, the restaurant's consumer customer loyalty is also higher, showing a significant positive relationship. H4: Different demographic variables applied to service quality satisfaction, service quality of the degree of attention and loyalty has a positive significant relationship.
The results show the quality of customer-related services feel better then customer would higher like to recommend others to dine. Regardless of consumer groups restaurant should be a priority to improve service quality in order to increase customer volume to pursuit the higher profits.
Keywords: Service Quality, Customer Satisfaction, Customer Loyalty
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