餓了嗎？探討人氣美食餐廳等待時間與顧客喜悅
—以日月餐坊為例

在資訊科技進步，人手一機智慧行動裝置普及下，導致消費者習慣與飲食習慣也隨之改變。過去，餐飲業一到用餐時間就是開門等客人上門光顧，餐飲行銷觀念已由過去的「價格導向」至「產品導向（如菜色研發、環境改善、服務品質提升）」，轉變為「顧客導向」，行銷模式也從「開門等客」提升到「客人主動找上門」。現今，到用餐時間若要在人氣餐廳用餐多半會遇到等待時間過長的問題（包括等待位置與點餐時間及上菜速度），一旦服務人員處理不當多少會造成顧客的不悅或抱怨的產生。因此，本研究將以日月潭地區人氣美食餐廳做為研究對象。進行316位消費者的抽樣，主要集中在團體旅客對於滿意度以及顧客喜悅的量測。首先，本研究探討了顧客於餐廳外側等待時間，以及坐定位之後的上菜時間，如何影響顧客喜悅、情緒及顧客滿意度。本研究發現，如果能夠縮短顧客坐定位之後等待上菜的時間，將可以穩定顧客的情緒，並提升喜悅與滿意度。此外，本研究透過結構方程模型的驗證，確立了顧客喜悅，確為預測顧客滿意度的重要因素。因此，未來如何提升顧客的喜悅感，製造消費者驚喜的感受以及提供超乎期待的服務，將會是提升滿意度的關鍵因素。

關鍵字

等待時間；顧客喜悅；顧客滿意度

並列摘要

With the advancement of information technology and the popularization of smart mobile devices with one hand and one machine, consumer habits and eating habits have also changed accordingly. In the past, the catering industry opened its doors and waited for customers to visit the restaurant at the time of meal. The concept of catering marketing has changed from "price guide" in the past to "product-oriented (such as food research and development, environmental improvement, and service quality improvement)" to "customer-oriented". ", The marketing model has also been upgraded from" open the door and wait for customers "to" guests take the initiative to find the door. " Nowadays, if you want to dine in a popular restaurant during the meal time, you will probably encounter the problem of too long waiting time (including the waiting position and ordering time and the speed of serving). Once the service staff handles it improperly, it will cause customers to be unhappy or complain. With the advent of the millennial generation, consumers can know where is delicious and fun through the search function of the mobile device, through the community sharing and recommendation, discuss the travel experience and consumption experience, and then evaluate, and these evaluations have considerable credibility It is enough to affect the survivability of the entire enterprise, so enterprises should pay attention to "evaluation", to understand each customer's experience of the entire consumption process from evaluation, maintain good evaluation points, improve or solve bad evaluation points, and solve customers through evaluation Pain points, effectively enhance the value of customer experience, so that consumers are happy, moved or surprised every time they spend their journey, thereby improving dining satisfaction, and allowing the restaurant to effectively create more customers and return rate , Increase more operating profit and maintain its competitive advantage.