餐廳點餐服務型態對消費者滿意度之影響

The Impact of Restaurant Ordering Type on Consumer's Satisfaction

陳盈甄(Ying-Zhen Chen)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2020年)

https://doi.org/10.6840/cycu202000238

摘要

餐廳的點餐方式已經不再只有人員服務了，隨著科技不斷的變遷，自助點餐服務也是一項新的趨勢。因此消費者的使用體驗就成為了重要的研究領域之一。本研究探討了餐廳點餐型態對消費者滿意度的影響。本研究試圖檢驗點餐型態(自助服務科技和人員服務)的影響，並加入世代(Z與Y)和餐廳氛圍(舒適與擁擠)作為調節變數，信任為中介變數。本研究使用實驗設計，實驗結果顯示，消費者使用自助服務科技會比使用人員服務的消費者有更高的滿意度。此外，Z世代的消費者對於使用自助服務科技的滿意度也會比使用人員服務來的更高。以及在擁擠的餐廳氛圍下，消費者使用自助服務科技的滿意度也會較使用人員服務高。當消費者使用自助服務科技時，會增加消費者信任並且進而增加他們的滿意度。本研究的結果可以幫助服務業者更有效地訂定目標市場與定位，進而選擇適合的服務方式。

關鍵字

點餐型態 ； 自助服務科技 ； 人員服務 ； 世代 ； 餐廳氛圍 ； 信任 ； 滿意度

並列摘要

The ordering type within restaurants is no longer just service personnel. With the continuous change of technology, self-service ordering service has become a new trend. This study investigates the impact of restaurant ordering types on consumer satisfaction by examining the impact of ordering types (self-service technology (SST) and interpersonal services), with generations (Z and Y) and restaurant atmosphere (comfort and crowded) as moderators, and trust as a mediator. This research used an experimental design and the results show that consumers using SST will have higher satisfaction than using interpersonal services. Additionally, Generation Z consumers are more satisfied with using SST, and in a crowded restaurant atmosphere, consumers' satisfaction with SST will be higher. When consumers use SST, it will increase trust and their satisfaction. The results of this study can help managers to more effectively define the target market and positioning, and select the appropriate service type.

並列關鍵字

Ordering type ； Self-service technology ； Interpersonal service ； Generation ； Restaurant atmosphere ； Trust ； Satisfaction

參考文獻

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