現今各地商圈以餐飲產業較獲蓬勃發展與特色，且因應客家意識的覺醒，促使客家美食受到注目，因此本研究以新竹北埔商圈之客家餐廳作爲研究標的，藉由來探討特色商圈意象、餐廳服務品質與關係品質之聯結性。本研究採取近似間隔隨機抽樣，以前往北埔商圈之遊客作研究對象，分析結果發現：北埔係爲具客家文化的特色商圈；餐廳服務品質以可靠性評價較高；關係品質以滿意層面評價較高；特色商圈意象與餐廳服務品質皆對關係品質具正向影響力。本研究建議相關單位宜強化北埔商圈的客家美食特色；而餐廳業者宜強化餐廳清潔與服務人員的在職訓練。
The food and beverage industry has flourished vigorously in most commercial districts in Taiwan. Since the consciousness of Hakka has awakened, Hakka cuisine is gaining in focus. Therefore, the purpose of this study was to investigate the relationships between the Images of featured commercial district, Quality of restaurant service, and Quality of relationship. This study surveyed tourists in Bei-Pu commercial district, using convenient sampling method. The results of this study indicated that Hakka culture certainly features in Bei-Pu commercial district. In the Quality of restaurant service, Reliability had greater estimation compared to other factors. Furthermore, in the Quality of relationship, Satisfaction had greater estimation than Trusty and Commitment. The Images of featured commercial district and the Quality of restaurant service both had positive influences on the Quality of relationship. The findings of this study suggest that government agencies ought to assist in enhancing the characteristics of Hakka cuisine in Bei-Pu featured commercial district; as well as the restaurant industry need to pay attention on cleanness and hygiene of the restaurants, and provide the in-service training for service providers.
