隨著臺灣餐飲產業的發展，業者融入文化創意的行銷模式隨處可見，幾乎成為打開市場與建立品牌的不二法門。除此之外，標榜使用天然、有機、或健康食材亦成為連鎖餐廳或麵包店吸引消費者上門的不二法則。當消費者發現了業者使用的食材不僅不是天然的甚至是有害健康的之後，他們開始反擊，拒絕繼續消費，並串聯抵制、要求賠償，甚至採取法律行動。服務失敗的餐館老闆試圖以道歉或給予折扣方式做出服務補救，然而，服務補救是要付出成本的，而消費者在接受業者所提供的服務補救措施後是否感到滿意並重拾對品牌的形象是值得探討的。本研究首先將探討餐廳業者在發生食安事件之後採取的補救措施是否讓消費者滿意並重拾對品牌之信心。其次，最近接二連三所發生的食安事件重創國內餐飲業及國際美食之都的聲譽，業者的商業道德被要求重新檢視，因此企業社會責任對於服務補救及消費者滿意程度關係之影響為另一項探討之議題。本研究以最近發生食安事件之某知名連鎖餐廳為調查對象；針對在食安事件發生後仍然至該餐廳用餐的消費者進行問卷調查，共計回收有效問卷 213 份並以SPSS統計軟體進行分析。結果顯示，服務補救會透過顧客滿意正面影響品牌形象，企業社會責任則在服務補救及顧客滿意之間扮演干擾變項。最後將針對企業社會責任對實務之管理意涵及未來研究方向提出建議。 Along with the development of food and beverage industry in Taiwan, the influence of cultural creation could be seen everywhere, besides that, the application of natural, organic, or healthy ingredients become some restaurants or bakery chain stores' advertisement. However, when consumers found out that their materials are not only unnatural, inorganic, unhealthy, but also harmful, they start to fight back. The service-failed restaurant owners endeavor to rescue their reputation by apology or giving discount, however, how much compensation are consumers willing to accept and revisit? This study will first aim to explore the effects of service recovery on saving brand image after service-failure events occurred. Secondly, the issues of corporate social responsibility are raised recently, on top of environmental and sustaining, food safety is regarded as "national security" priority; how the role of a company play in CSR can interfere relationships between service recovery and customer satisfaction will be investigated in this study. A questionnaire survey was conducted, 213 valid questionnaires are collected and analyzed with SPSS. The results show that CSR plays as a moderator between service recovery and customer satisfaction, and customer satisfaction mediates between service recovery and brand image.
