本研究旨在探討顧客期望、產品品質、服務品質與顧客知覺價值是否影響消費者(職業軍人)對於屬非營利單位之國軍餐廳之顧客滿意度。本研究以某國軍單位軍人為研究對象，採用問卷調查方式，回收有效樣本350 份，採用多元迴歸模型進行實證分析。實證結果顯示顧客期望、產品品質、服務品質對顧客知覺價值有顯著正向之影響；而顧客期望、產品品質與顧客知覺價值對於顧客滿意度亦有顯著正向之影響，服務品質透過顧客知覺價值對顧客滿意度產生正向之影響。研究結果期能提供國軍餐廳管理者於餐廳食品採購、菜單設計及餐廳管理上提升服務品質，滿足部隊同袍期望並運用有限的資源，發揮最大的效用，提升國軍餐廳整體餐飲品質之參考。

The purpose of this study is to explore whether customer expectations, product quality,service quality and customer perceived value affect the customer satisfaction of consumers(professional soldiers) for non-profit units. In this study, a military unit as a research object,the use of questionnaire survey, the recovery of 350 effective samples, the use of multiple regression model for empirical analysis. The empirical results show that customer expectation, product quality and service quality have a significant positive effect on customer perceived value. And customer expectations, product quality and customer perceived value for customer satisfaction also has a significant positive impact on the quality of service through customer perceived value of customer satisfaction have a positive impact. The results of the study period can provide the National Army restaurant managers in the restaurant food procurement, menu design and restaurant management to improve service quality, to meet the expectations of the troops with the use of limited resources to maximize the effectiveness of the National Army restaurant to enhance the overall quality of food reference.

摘要................................................................i
Abstract.......................................................... ii
目錄...............................................................iii
表目錄...............................................................v
圖目錄..............................................................vi
第一章緒論...........................................................1
第一節 研究背景與動機 ................................................1
第二節 研究目的 ......................................................2
第三節 研究架構與流程 ................................................3
第二章 文獻探討與假說建立..............................................5
第一節 服務品質(SERVICE QUALITY) .................................... 5
第二節 產品品質(PRODUCTQUALITY) ..................................... 6
第三節 顧客期望(CUSTOMER EXPECTATIONS) ...............................8
第四節 顧客知覺價值(CUSTOMER PERCEIVED VALUE) ........................9
第五節 顧客滿意度(CUSTOMER SATISFACTIONS)............................11
第六節 假說發展 .....................................................13
第三章 研究方法......................................................21
第一節 研究架構及研究變數之操作型定義 ................................ 21
第二節 問卷設計 .................................................... 24
第三節 資料收集方法 ................................................ 25
第四節 資料分析方法 .................................................25
第四章 實證研究與分析................................................29
第一節 敘述性統計分析 ...............................................29
第二節 量表之信度、效度與因素分析 ....................................31
第三節 相關性分析 ...................................................35
第四節 中介效果 .....................................................36
第五節 迴歸模式分析 .................................................38
第五章 結論與建議....................................................43
第一節 結論與建議 ...................................................43
第二節 研究限制 .................................................... 45
第三節 後續研究建議 ................................................ 45
參考文獻............................................................47
附錄一、問卷前測信度分析表............................................49

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