餐飲業採用自助服務科技決策之研究

A study on the Self-service Technology Adoption Decision of Hospitality Industry

林聖偉(Sheng-Wei Lin) ； 陳光瞬(Guang-Shun Chen)

《中原體育學報》 14期 (2020/07) Pp. 39-46

https://doi.org/10.6646/CYPEJ.202007_(14).0004

摘要

隨著科技進步，自助服務科技也日漸普及應用在生活日常中，對於企業與顧客已成為不可或缺的工具。對顧客而言，自助服務科技可讓顧客節省時間與成本，在服務的過程中擁有更多控制權，減少服務等待的時間，更為便利的服務地點，享受科技所帶來的趣味，更有彈性和效率等利益。對企業而言，自助服務科技可以增加服務傳遞的速度和正確性，提供更為客製化的服務，提高生產力，改善競爭力，廣大市場占有率，提高使用者的滿意度和忠誠度與節省成本等。因此，這也是近年來餐旅業採用自助服務科技的原因之一。本研究採用創新擴散理論為理論基礎來探討餐旅業採用自助服務科技之決策，並以組織面，顧客面與供應面對餐旅業採用自助服務科技之因素為構面建構為本研究架構，資料分析是運用層級分析法來運算各個構面與決策因素的權重。最後，本研究結果可提供餐旅業在採用自助服務科技決策之參考。

關鍵字

自助服務科技 ； 創新擴散理論 ； 層級分析法

並列摘要

With the development of technology, self-service technology (SST) is also becoming more and more popular in daily life, which has become an indispensable tool for enterprises and customers. For customers, self-service technology can allow customers to save time and costs, have more control in the service process, reduce service waiting time, more convenient service locations, enjoy the fun brought by technology, and more flexibility and efficiency benefits. For enterprises, self-service technology can increase the speed and accuracy of service delivery, provide more customized services, improve productivity, improve competitiveness, broad market share, increase user satisfaction and loyalty, and save costs. Thus, these are the reasons why the hospitality industry has adopted SST in recent years. This research uses the diffusion of innovations (DOI) theory as the theoretical basis to discuss the decision-making of the hospitality industry to adopt SST. The research uses the organizational, customer, and supplier dimensions of the hospitality industry to explore adopting SST decisions. Data analysis uses the analytic hierarchy process (AHP) to calculate the weights of each dimension and decision factors to provide the best references for the hospitality practitioners.

並列關鍵字

Self-Service Technology (SST) ； Diffusion of Innovations (DOI) Theory ； Analytic Hierarchy Process (AHP)

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