電商時代！連鎖餐廳e化顧客意見系統之推廣影響因素探討

電商時代來臨，網路已成為我們生活中重要一環，各企業紛紛走向電子化以應應時代。本文旨在探討連鎖餐廳顧客意見卡走向e化維持市場的競爭力，進步探討導入e化顧客意見卡影響相關的因子。本研究為個案研究，透過質性訪談台灣連鎖餐廳展圓國際集團導入網路開店123系統商之e化顧客意見卡系統，欲探討e化顧客意見卡導入實際情形。本研究採用電子化成功因素模型，在2016年3月至4月之間分別以質性深度訪談與焦點訪談法，訪問系統商、經營者、店長，共計22位訪談對象，將逐字稿透過內容分析，經過嚴謹的程序，探索e化顧客意見卡企業所要思考的議題，據以提升公司整體的競爭力。結果顯示，e化顧客意見卡簡易性與現場即時性的重要性，供未來導入e化顧客意見卡改善之評估重要參考，亦提供其他行業對於顧客意見卡導入e化顧客意見卡流程影響評估之參考，而後續研究者亦可以利用本研究所提之成果做為未來發展企業電子化成功導入模式之理論基礎。

關鍵字

企業電子化；內容分析；顧客忠誠度；服務品質；個案研究

並列摘要

The purpose of this research is to build-up the E-comment card system in one of the Taiwan’s popular chain restaurants. Previous studies once clearly pointed out that Internet Customer Satisfaction Survey has reached a broader, more representative and diverse audience, quickly, because the majority of your guests are online. Nevertheless, most of the chain restaurants still engage in the paper questionnaire for customer’s feedback survey. This study intended to implement an E-comment card system and to examine if the E-comment card system would be more effectiveness in light of cost, efficiency, and operation. This study will firstly conduct literature review; and then in-depth interviews with chain restaurant holder, store managers, and their customers. Both qualitative and quantitative method will be employed in this study. Although, space limitations preclude the detail discussion of this paper and the entire data collection procedure has not been completed yet, the authors believe this study will broaden the theoretical domains used in understanding the E-comment card survey. It is also believed that the practical information gathered during the data collection process will prove valuable in answering additional questions not addressed in this study.