- 學位論文
非接觸服務體驗對顧客滿意度和忠誠度之影響：以安全性考量為干擾變數
The Effect of Contactless Service Experience on Customers’ Satisfaction and Loyalty: Using Safety Concern as a Moderator
摘要
2020 年初至今，在 COVID-19 疫情的影響下，人們的生活習慣逐漸改變以適應 環境的變化，許多行業也都因此受到影響和衝擊。其中，餐飲業更是如此。不少餐飲 業者為了解決嚴峻的疫情下消費者的流失率，開始在餐廳引進非接觸服務，以滿足 消費者在疫情下對安全的需求。餐飲業者在餐廳引進非接觸服務是否會影響消費者 對餐廳的滿意度和忠誠度仍值得探討。因此，本研究旨在探討消費者在疫情期間在 餐廳內使用非接觸式服務是否會讓他們對餐廳提供的服務感到滿意並對該店家產生 忠誠度。除此之外，本研究著重探討在餐飲業者努力滿足消費者安全需求的同時，消 費者在餐廳使用非接觸服務後是否會對餐廳更加滿意。 基於餐廳內的非接觸服務，本研究探討消費者在使用過後是否會對餐廳有正向 的滿意度及忠誠度。並以消費者安全性考量為干擾變數，研究在餐飲業者滿足消費 者的安全感下，是否會讓消費者對餐廳更加滿意。本研究採用便利性抽樣並以問卷 調查法進行資料收集，共計回收 204 份有效問卷。以簡單線性迴歸分析檢驗非接觸 服務體驗對顧客滿意度與忠誠度的影響以及服務滿意度變項的中介效果，並使用階 層迴歸分析檢驗安全性考量變項的調節效果。研究結果顯示，在疫情期間，餐廳使用 非接觸服務會讓消費者對餐廳的服務感到滿意並產生忠誠度。甚至，在餐飲業者滿 足消費者安全需求的情況下，會讓消費者對採用非接觸服務的餐廳更加滿意。本研 究結果與管理意涵提供餐飲業者因應疫情的實務運用以及給予後續學術研究之參考。
並列摘要
Since the early 2020s, under the influence of the COVID-19 epidemic, people's lifestyles have gradually changed to adapt to environmental changes, and many industries have also been affected. This is especially true for the catering industry. To counteract the loss of customers during the severe epidemic, many restaurant operators have started to introduce contactless services in restaurants to meet customers' need for safety during the epidemic. As restaurants introduce contactless service, it is important to investigate customers’ satisfaction and loyalty toward restaurants. Therefore, this study aims to investigate whether the use of contactless services in restaurants during the pandemic affects customers’ satisfaction and loyalty toward restaurants. In addition, this study focuses on examining the important role of personal safety in this process during the pandemic. Using the contactless service in the restaurant, this study examines whether customers have positive satisfaction and loyalty toward the restaurant after using the service. Considering customers’ personal safety as an interference variable, this study examines whether customers are more satisfied with restaurants when restaurant operators satisfy customers’ sense of safety. In this study, random sampling and questionnaire survey were used for data collection. A total of 204 valid questionnaires were analyzed. A simple linear regression analysis was used to test the influence of contactless service experience on customer satisfaction and loyalty, as well as the mediating effect of customer satisfaction between contactless service experience and customer loyalty. Furthermore, an additional hierarchical regression analysis was used to test the moderating effect of the personal safety variables. The results of the study show that the use of contactless service in restaurants during the epidemic can lead to customer satisfaction and loyalty toward the restaurant. Specifically, if the catering industry meets customers’ safety needs, customers will be more satisfied with restaurants that use contactless services. The results of this study provide restaurant operators with a practical application in response to the epidemic and a reference for subsequent academic research.
參考文獻
延伸閱讀
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