摘要
本研究以乾隆坊餐飲的顧客、員工及相關人員為研究對象，探討顧客對於 乾隆坊餐飲的餐飲業產品設計、服務品質、認知價值、顧客忠誠度與顧客滿意度間的關連性。研究針對有乾隆坊餐飲午間來客人數，晚間來客人數，廚師、員工、行政人員、及股東作為問卷抽樣進行調查，共計發出300份問卷，回收289份，扣除內容填寫全為滿意、全為非常滿意及不完整的50份問卷，回收之有效問卷共有239份，問卷的回收率為82.7%。根據研究目的的需要，將利用統計方法，因數分析、信度分析、皮爾森相關、多元迴歸、變異數分析等方法進行實證分析。實證結果發現如下:
經由分析結果顯示，顯示餐飲業產品設計、服務品質、認知價值對顧客忠誠度與顧客滿意度具有正向的影響，其中餐飲業產品設計對顧客滿意度與服務品質對顧客滿意度的影響效果顯著，此外認知價值會正向影響顧客忠誠度與顧客滿意度，顧客滿意度會正向影響顧客忠誠度。
研究結果顯示，不同顧客群所重視的服務項目有明顯的差異，其中以重視餐飲服務品質人數最多，因此乾隆坊餐飲應持續維持良好的服務品質，以提高顧客滿意度與忠誠度。此點可做為臺灣乾隆坊餐飲提升內部核心價值與規劃行銷策略的參考。
關鍵詞：餐飲產品設計，服務品質，認知價值，顧客滿意度，顧客忠誠度，
乾隆坊，餐飲經營策略

Abstract
This study focuses on customers, employees, and related personnel of The Royal Restaurant and discusses the relationship between food design, quality of service, perceived value, customer loyalty, and customer satisfaction. Random questionnaire surveys were conducted on number of customers during lunch and dinner, chefs, employees, administrative personnel, and shareholders. In total, 300 copies of questionnaires were given out, and 289 questionnaires were collected. Excluding the 50 questionnaires with responses that were all “Very Satisfied”, “Very Unsatisfied”, or incomplete, 239 valid questionnaires were returned, with a valid return rate of 82.7%. Based on the purpose and assumption of the study, statistical methods used in this study were factor analysis, ANOVA, Duncan’s test, T-test, and Pearson’s product-moment correlation analysis. After analysis of the data, the following conclusions were drawn:
First, food design, quality of service, perceived value, customer satisfaction, and customer loyalty has positive direct influence on each other. Also, both food design and quality of service have significant effects on customer satisfaction. In addition, customer satisfaction has significant effect on customer loyalty.
According to the research results, different customers put emphases on varying service items. Among these items, most emphasis was put on the quality of service. Hence, The Royal Restaurant should maintain its high quality of service in order to improve customer satisfaction and loyalty. This point may be used as reference when the business is enhancing internal core values and establishing marketing strategies.
Key words: Food Design、Quality of Service、Perceived value、Customer loyalty、Customer Satisfaction, Royal Restaurant, Catering Business Strategy

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