| 摘要: | 隨著全球永續發展意識抬頭，綠色餐廳作為結合環保理念與餐飲的新興模式日益受到重視。本研究為彌補綠色餐廳顧客滿意度與服務品質研究中的理論空白，透過分析顧客評論深入探討消費者在綠色飲食議題上的需求與偏好。研究以美國地區GRA認證的綠色餐廳為對象，從Tripadvisor和Yelp線上平台收集18,688筆顧客評論資料。運用自然語言處理技術，包括資料收集、文本前處理、主題建模與情感分析，最終導入理論分類進行統整分析，從大量非結構化評論文本中自動辨識並提取重要綠色主題，並將評論內容分為正向與負向兩類，以判斷顧客對不同綠色主題的情感傾向。
主題建模結果共產出29個具語意代表性的主題，並歸納為食物、氣氛、服務與永續四大層面；情感分析則標註評論傾向為正向或負向，進一步搭配Z檢定將主題依據雙因素理論分類為激勵因素、保健因素與中性因素。結果顯示多數主題具正向情感，屬於可提升顧客滿意度的激勵因素，少數主題則因服務失誤導致負面情緒的保健因素。此外永續主題雖在整體評論中比例不高，但具穩定正向情感表現，並於近年呈現上升趨勢，顯示消費者對綠色理念仍具潛在性。
另外本研究亦進一步分析負面評論，透過評論數量、情緒比例與平台差異交叉分析，發現部分主題具有潛在負面風險，並以三維風險分布圖結合IPA架構邏輯進行分類，具體指出業者應優先介入控管的高風險議題。
整體研究結果有助於辨識影響綠色餐廳成功營運的關鍵因素，為餐廳管理者提供具體且可執行的建議，以最佳化服務品質與經營模式，提升顧客滿意度與品牌競爭力，並協助綠色餐廳持續實現永續發展目標。
;As sustainability gains global importance, green restaurants—those integrating eco-friendly practices into their dining services—are receiving increasing attention. This study addresses theoretical gaps in customer satisfaction and service quality research by analyzing consumer reviews to understand preferences toward sustainable dining. Focusing on GRA-certified green restaurants in the U.S., we collected 18,688 reviews from TripAdvisor and Yelp.
Using natural language processing, including topic modeling and sentiment analysis, the study identified 29 meaningful topics grouped into four dimensions: food, atmosphere, service, and sustainability. Sentiment labels were assigned to reviews and, through Z-tests, topics were categorized via Herzberg’s Two-Factor Theory into motivators, hygiene factors, or neutral topics. Most topics elicited positive sentiment and were classified as motivators; a few, primarily those involving service failures, were classified as hygiene factors. Sustainability-related topics, though less frequent, consistently showed positive sentiment and increased over time, indicating growing consumer interest.
Negative reviews were further examined through cross-platform and sentiment analysis. Risk-prone topics were mapped using a three-dimensional IPA framework, revealing key areas for reputational management.
Findings offer insights into customer expectations and emotional responses toward green practices, providing actionable recommendations for service optimization, brand enhancement, and sustainable operations in the restaurant industry. |
