從消費者飲食生活型態觀點分析外送人員服務品質對美食外送平台再使用意願之影響

近幾年美食外送平台在台灣開始興起，由於使用美食外送平台的人並沒有特別的限制，各行各業的人都可以使用，因此在台灣，美食外送平台的使用人數也逐漸地增加，這也使得使用美食外送平台成為生活中的一部份。不過，由於餐點是由外送人員送達，因此顧客或多或少也會與外送人員有所接觸。再者，人們的生活習慣是非常多樣化的，不同族群對於服務的要求也會有所不同，顧客在使用美食外送平台時也會希望外送人員能滿足他們對於外送服務的期望，一旦外送人員的服務沒有達到顧客的期望，顧客也會用投訴的方式來表達不滿，因此，本研究會針對外送人員進行分析，對其探討之目的為:一、分析會影響顧客再使用美食外送平台意願之外送人員服務品質關鍵要素，二、探討不同生活型態的消費者對於外送人員服務品質要求之差異性。希望藉此可以提供美食外送平台業者一些關於擴展客群的參考以及給予為外送人員服務品質做改善或調整的參考建議。本研究針對18~39歲且居住在北部地區的美食外送平台使用者，以發放網路問卷的方式進行調查，總共收集了402份有效問卷。透過相關分析、單因子變異數分析、集群分析及迴歸分析來進行分析。根據分析結果，整體而言，影響消費者再使用美食外送平台意願之外送人員服務品質關鍵要素，分別為保證、可靠性及同理心。此外，本研究將生活型態分成三種類型，分別是消極跟隨他人意見者、樂於分享經驗者、堅守主見果敢者。對於消極跟隨他人意見者來說，會影響他們再使用美食外送平台意願的外送人員服務品質關鍵要素是保證及同理心；對於樂於分享經驗者來說，外送人員服務品質的保證會影響他們再使用美食外送平台的意願；對於堅守主見果敢者來說，外送人員服務品質的保證及可靠性會影響他們再使用美食外送平台的意願。本研究綜合上述分析結果提供後續的相關建議，期望能夠給予美食外送平台業者實質上的參考依據。

關鍵字

美食外送平台；外送人員服務品質；再使用意願

並列摘要

In recent years, food delivery platforms have risen in Taiwan. Since there are no special restrictions on people using the food delivery platform, people of any profession can use it. Therefore, the number of people in Taiwan that have used food delivery platform have increased gradually. And using food delivery platform also become a part of the life. However, because the meal is delivered by the delivery personnel, the customers would have contact with the delivery personnel. Furthermore, people in different living habits have different lifestyle, the service requirements will also be different. When using food delivery platform, customer also hope that delivery personnel would meet their expectations for the delivery service. Once delivery personnel didn’t meet their expectations, custom would make the complaint about the delivery personnel. Therefore, this study conducted the analysis for delivery personnel. Its ultimate goal : First, analyze the key elements of delivery personnel service quality that would influence customer’s intention to reuse. Second, explore the different important elements of delivery personnel service quality between different types of lifestyle. Hope this study can supply food delivery platform providers some suggestions on expanding more customers and delivery personnel service quality improvement or adjustment. This study surveyed food delivery platform users who are 18 to 39 years old and live in northern Taiwan by publishing online questionnaires. Totally collected 402 valid questionnaires. Then used correlation analysis, analysis of variance, cluster Analysis, regression analysis to perform analysis. According to the analysis of this study, in general, the key factors of delivery personnel service quality that can influence customer’s intention to reuse food delivery platform are assurance, reliability, empathy. Moreover, this study separated the lifestyle into three types. Respectively are “those who passively follow the opinions of others”, “those who are willing to share experiences”, “those who stick to their own opinions and are bold”. To people who passively follow the opinions of others, assurance and empathy are the key delivery personnel service quality elements for them that can influence their intention to reuse food delivery platform. To people who are willing to share experiences, assurance is the key delivery personnel service quality element for them that can influence their intention to reuse food delivery platform. To people who stick to their own opinions and are bold, assurance and reliability are the key delivery personnel service quality elements for them that can influence their intention to reuse food delivery platform. This study provided the related suggestions through analysis and hope can give some substantial reference for food delivery platform providers.