- 期刊
探討餐飲業自助式電子點餐服務之接受意願與營運績效－整合顧客與業者觀點
A Study on the Acceptance and Operating Performance of Self-Service Electronic Ordering Service for Catering Industry-Integrating Views of the Customers and Operators
摘要
根據服務利潤價值鏈的觀點，餐廳業者利潤的起點必須藉由提升內部服務品質，促使外部服務價值提升，以增加顧客價值進而創造餐廳的永續經營。因此餐廳業導入自助式的電子點餐系統，連結內外部間之服務流程，此創新餐廳服務流程，具有提升服務效率、減少服務失誤、降低成本等優點。然而國內目前仍未普及，因此，本研究以整合性科技接受模式（UTAUT）來了解消費者對電子點餐系統之使用意向，並藉由餐廳主管的深入訪談了解業者導入之意願和對營運績效的影響。以SPSS統計軟體分別進行敘述性統計和推論性統計分析消費者問卷所得之數據，結果顯示消費者受到「社會影響」和「支援條件」越強越能增加使用電子點餐系統之使用意向，不過「績效期望」和「付出期望」對於使用意向並無顯著的相關性影響。業者認為使用此系統之意向與營運績效成正相關。此外，人口統計變項對電子點餐系統的接受度也有不同程度的影響。雖然消費者和餐飲業者都有使用意向，然而台灣餐廳的觀望氣氛濃厚，消費者也是受從眾性行為的影響較大。
並列摘要
From the point of view of service profit chain, the profit of a sustainable enterprise is from internal service quality that will promote external services and then increase customer value. Restaurant applies innovation service process for consumer with behavioral intention to use self-service electronic ordering system for linking between the internal and external service process has several advantages, such as enhancing efficiency and reducing service errors and costs. However, e-menu is not yet popular. Therefore, to understand the latent users for behavioral intention and operation performance to use self-service electronic ordering system could provide a good service process for restaurant management. This study is based principally on Unified Theory of Acceptance and Use of Technology (UTAUT model), service profit chain and operation performance to construct a causal-effect model about the behavioral intention and performance of latent users for self-service electronic ordering system. With random sampling, questionnaires were distributed and collected from chain restaurants. The statistical analysis was processed through SPSS, by using descriptive statistical analysis and inferential statistical analysis. The research findings are concluded as follows. (1) ”Social influence” presented significantly positive correlations with ”behavioral intention to use self-service electronic ordering system”. (2) ”Facilitating condition” showed remarkably positive correlations with ”behavioral intention to use self-service electronic ordering system”. (3) However, there was no significant relation between ”Performance expectancy” and ”Effort expectancy” and ”behavioral intention to use self-service electronic ordering system”. (4) ”Behavioral intention to use self-service electronic ordering system” revealed notably positive correlations with ”Operation Performance”. (5) The correlations between ”behavioral intention to use self-service electronic ordering system” appeared outstanding differences on demographic variables. Although, cconsumers and restaurants have the intention to use self-service electronic ordering system, most restaurants sit on the fence; the consumer behavior is also belonging to conformity behavior.