本研究主要探討影響外籍顧客對英語友善標章店家滿意度之關鍵性因素，以2016年臺南市政府經濟發展局實際執行「臺南商圈暨特色店家英語標章認證」計畫後，外籍人士實際到臺南市英語友善標章店家消費後的滿意度調查，運用Eviews7.2統計分析軟體，根據以往的文獻資料將本研究架構分為「店家英語環境建置」、「員工英語能力「及「員工服務態度」進行線性機率迴歸模型分析，藉由模型推論變數之影響程度，進一步找出影響外籍顧客對英語友善標章店家滿意度之關鍵性要素。
從本研究實證結果發現「店家的英文菜單或型錄」、「員工的英語聽力」及「員工的服務態度」為影響外籍顧客滿意度之主要關鍵因素，未來執行計畫案時可簡化輔導項目並朝這個三個面向強化執行，例如：可將英文菜單或型錄做成資料庫供店家自行上網下載，另外也可將店家常用的英語句子錄音，讓店家可使用智慧型手機隨時下載收聽，當店家的英語能力提升時，就更有信心提供更好的服務給外籍顧客。

In order to create an English-friendly shopping environment, the Tainan City Government has established an “English-Friendly Emblem” initiative to improve city salesclerks’ English proficiencies.
This study aims to identify the key factors that impact the satisfaction levels of foreign customers at businesses awarded with the Tainan City Government’s English-Friendly Emblems. Foreign customers’ satisfaction levels were analyzed in three aspects: shopping environment, the English ability of the salesclerk, and the salesclerks’ service quality.
Questionnaires were used to gather information from foreign customers about their experiences at the aforementioned stores, and their satisfaction levels. A total of 90 questionnaires were collected and regression analysis was applied based on the Linear Probability Model of the E-views statistical analysis software in order to find key factors.
Results from the linear probability analysis indicated three primary impacts on foreign customers’ satisfaction. First, providing an English menu or catalog, or lack thereof, has the most significant impact on satisfaction. Second, salesclerks’ English abilities, especially listening comprehension, has a direct, reciprocating impact on foreign customers’ satisfaction. Third, the quality of service provided by salespeople, including attributes such as attitude, is also a key factor.
From the results, we suggest that the city government can establish a database of English menus/catalogs, and encourage shopkeepers to download them from the website themselves. To improve salesclerks’ listening comprehension, we might record some useful English sentences for them to download and learn. Building upon this training, as their English abilities grow, they will have improved confidence and attitudes, to better provide services for foreign customers.

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