服務創新、心流、體驗價值、關係品質與口碑傳播之關聯性探討－以鼎泰豐為例

The Relationships among Service Innovation, Flow, Experiential Value, Relationship Quality, and Word of Mouth - The Case of Din Tai Fung

林耀南(Yao-Nan Lin) ； 曾怡誠(Yi-Cheng Tseng) ； 詹家祥(Chia-Hsiang Chan)

《創造學刊》 10卷2期 (2020/06) Pp. 1-28

摘要

台灣的創新能力在國際上嶄露頭角，優質的服務品質也受到認同。餐飲服務需求不斷增加，身為表率的餐飲龍頭鼎泰豐，在環境的衝擊下透過服務創新保持著熱度，讓顧客深刻地了解體驗的價值與印象；並與顧客建立良好的關係品質與口碑。但過往研究大多沒有直接的探討其相關性，因此，本研究將藉由接受鼎泰豐創新服務的消費者為對象，調查與探討消費者所知覺的心流與體驗價值，對於後續影響之關係品質與口碑傳播的影響。綜合上述，本研究之主要目的在於探討服務創新、體驗價值、心流、關係品質與口碑傳播各項變數間之關聯性。以曾經前往鼎泰豐消費經驗的消費者為研究樣本，有效樣本為500份，使用SPSS 20與LISREL 8.51套裝軟體分析工具對樣本進行結構方程模式分析。結果顯示：（1）服務創新與心流呈正相關；（2）服務創新與體驗價值呈正相關；（3）體驗價值與心流呈正相關；（4）心流與關係品質呈正相關；（5）體驗價值與關係品質呈正相關；（6）關係品質與口碑傳播呈正相關。綜合上述，當企業讓顧客感受到服務創新時，心流與體驗價值會越高，連帶著關係品質也越高，最後促進口碑傳播擴散。最後，本研究也根據上述研究結果，提供相關之實務建議與方案與餐飲產業進行服務創新之參考。

關鍵字

服務創新 ； 心流 ； 體驗價值 ； 關係品質 ； 口碑傳播 ； 鼎泰豐

並列摘要

Taiwan is known internationally for its innovation and high quality services. Therefore, the demand for catering services is increasing. Ding Tai Fung is the top of the catering service industry. The outstanding innovation service impresses diners through the experiential value and connects customers to enhance their reputation. However, the previous studies rarely directly explored the relationship between consumers' flow with experience value and relationship quality with reputation. Therefore, this study will investigate consumers who accept Din Tai Fung's innovative services. The participants in this studywere the customers who have been to Ding Tai Fung. The valid sample is 330. SEM with LISREL computer program was used to analyze each association. The results of the analysis are: (1) service innovation is significantly positive correlated withflow; (2) service innovation is significantly positive correlated with experiential value; (3) experiential value is significantly positive correlated withflow; (4) flow is significantly positive correlated with relationship quality; (5) relationship quality is significantly positive correlated with reputation. In conclusion, when companies provideservice innovation for customers, the flow and experience will be higher, the quality of the relationship will be higher, and finally promote word-of-mouth communication. Finally, the study also provided relevant practical advice and solutions based on the above findings.

並列關鍵字

innovation ； flow ； experiential value ； relationship quality ； word of mouth ； Din Tai Fung