超乎顧客期待之迷思－過度服務對服務品質、滿意度與再購意願之干擾效果

In response to the increased variability in customers' demands, the food and beverage industry strives to provide best quality services that often even surpass customer expectations. This research focuses on when services are over-attentive and surpasses customer expectations, turning into ＂over-service＂, which would in turn affect service quality, satisfaction, and repurchase intention. Therefore, there are six research purposes: 1. How service quality affects customer satisfaction? 2. How service quality affects repurchase intention? 3. How customer satisfaction affects repurchase intention? 4. What moderating effect of over-service on service quality and repurchase intention? 5. What moderating effect of over-service on customer satisfaction and repurchase intention? 6. What moderating effect of over-service on service quality and customer satisfaction? Survey questionnaire has been applied and data was collected via the internet. Two main conclusions are as follows: First, the higher the service provided, the better the customer satisfaction; the higher customer satisfaction, the higher the repurchase intention will be. However, there is no significant influence between service quality and repurchase intention, but it may possible be significant influence via customer satisfaction. Second, there are no moderating effect of over-service on service quality and customer satisfaction, service quality and repurchase intention, as well as customer satisfaction and repurchase intention. Hence, this research may infer that over-service would not be the main reason for customer satisfaction and repurchase intention. Even though literature point out the negative perception of over-service, young people seem to take it as acceptable in terms of service quality, satisfaction and repurchase intention.