顧客知覺第一線服務人員真實性對重訪意願之影響

The Impact of Customer Perceived Frontline Service Employee Authenticity on Revisit Intention

張葆儀(Pao-I Chang)

指導教授 ： 許秋萍

國立暨南國際大學/管理學院/國際企業學系/碩士(2021年)

https://doi.org/10.6837/ncnu202100295

摘要

近幾年來餐飲業間的競爭越來越激烈，因此餐廳是否能留住顧客成為重要的課題，其中會影響顧客的重訪意願之因素也不在像過去一樣單純。如今的科技日益進步使得現代人在選擇餐廳前，習慣先使用手機搜尋餐廳的相關資訊，以及重視在餐廳中的實際體驗，其中包含了服務品質及第一線服務人員的真實性。因此本篇探討線上體驗、服務品質、顧客知覺第一線服務人員真實性對品牌態度及用餐滿意度的影響，進而影響顧客的重訪意願。此外，探討一致性對於線上體驗與品牌態度之干擾效果。
本研究共回收1348份有效問卷，主要抽樣之對象為曾有用餐前使用線上資源搜尋餐廳資訊且實際到該間餐廳用餐經驗的顧客。資料結果顯示，線上體驗對顧客的品牌態度具有正向之影響；一致性對線上體驗與品牌態度之間的關係具有正向的調節效果；第一線服務人員的真實性對用餐滿意度具有正向之影響；第一線服務人員對其他用餐顧客的真實性對用餐滿意度不具有正向之影響；服務品質對用餐滿意度具有正向之影響；用餐滿意度對品牌態度具有正向之影響；用餐滿意度對重訪意願具有正向之影響；品牌態度對重訪意願具有正向之影響。最後，以本研究結果所提出的理論與管理意涵作為未來研究顧客知覺第一線服務人員真實性對重訪意願的影響之研究做為參考。

關鍵字

線上體驗 ； 第一線服務人員真實性 ； 一致性 ； 重訪意願

並列摘要

In recent years, competition among the catering industry has become increasingly fierce. Therefore, whether restaurants can retain customers has become an important issue, and the factors that affect customers' willingness to revisit are not as simple as in the past. With the increasing advancement of technology today, modern people are accustomed to using mobile phones to search for restaurant-related information before choosing a restaurant and attach importance to the experience in the restaurant, which includes service quality and the perceived authenticity of the frontline employee. Therefore, this article explores the impact of online experience, service quality, and customer perceived frontline service employee authenticity on brand attitudes and dinner satisfaction, which in turn affects customers' willingness to revisit. In addition, explore the interference effect of consistency on online experience and brand attitudes.
A total of 1348 valid samples for the questionnaires were collected, and the main samples are customers who have used online resources to search for restaurant information before meals and have dining experience in that restaurant. The results of the study show that online experience has a positive impact on customers’ brand attitudes; consistency has a positive effect on the relationship between the online experience and brand attitudes; the perceived authenticity of frontline employees has a positive effect on dining satisfaction; the perceived authenticity of frontline employees to other dining customers does not have a positive impact on dining satisfaction; service quality has a positive impact on dining satisfaction; dining satisfaction has a positive impact on brand attitude; dining satisfaction has a positive effect on revisit intention; the brand attitude has a positive effect on revisit intention. Finally, the results of this study propose theoretical and management implications, as a reference to the follow-up study of the impact of customer perceived frontline service employee authenticity on revisit intention.

並列關鍵字

Online Experience ； Frontline Employee Perceived Authenticity ； Consistency ； Revisit Intention

參考文獻

參考文獻

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二、 英文部分

1. Abdullah, F., Suhaimi, R., Saban, G., & Hamali, J. (2011). Bank service quality (BSQ) index: an indicator of service performance. International Journal of Quality & Reliability Management.