本研究的目的乃在探討西式直營連鎖餐廳之服務實景對顧客消費行為的影響。研究中以台北市五家星期五餐廳為研究範圍，並以用餐顧客為對象，於用餐過後進行問卷調查，共獲得有效樣本366份。因素分析結果顯示，消費者對星期五餐廳服務實景之知覺包含三個構面，分別命名為社會因素、設計因素與周圍因素；複迴歸分析結果顯示，服務實景三個構面對顧客的滿意度和再惠顧意願都有顯著的正向影響，其影響力依序為社會因素、設計因素和周圍因素，但是對於顧客的口碑推薦意願有顯著影響的構面，則僅有社會因素和設計因素，其影響力仍然是社會因素大於設計因素，周圍因素對口碑推薦意願的作用雖不顯著，但呈現正向影響的趨勢。本研究並提出對星期五餐廳在服務實景上的建議，供業者在經營與管理上之參考。

The purpose of this research was to investigate the effect of the servicescape of western chain restaurants on consumers' behaviors. In the study, 5 western chain restaurants, TGI' Friday restaurants in Taipei, were the research settings. The customers of TGI' Friday restaurants were the research participants. The survey was conducted after customers finished their meals. A total of 366 valid questionnaires were obtained. The results of factor analysis showed that three dimensions were embedded in the customers' perception of the restaurants' servicescape. They were named social factor, design factor, and ambient factor. The findings of multiple regression analyses revealed that the three dimensional factors of servicescape had significant positive influence on customers' satisfaction and re-patronage intention. Design factor had the strongest predicting power followed by social factor and ambient factor. Design factor and social factor were significant predictive variables for word-of-mouth intention. The former was more effective than the latter in predicting re-patronage intention. Although ambient factor was not a significant predictor, it showed a trend of positive influence on word-of-mouth intention. Based on the findings, suggestions on the servicescape of TGI' Friday restaurants are made as references for the restaurants' operation and management.