智慧型點餐系統之可行性分析-以連鎖餐飲點餐系統為例

現今速食餐飲業者在面對人力成本不斷提升、持續缺工情況下，不少業者開始考慮使用自助點餐機的自助服務來減低人力需求，然而點餐系統設計規劃需考量整體服務流程及如何提升服務品質，設計出完美的智慧點餐系統，以增加顧客的服務滿意度，是餐飲業者必須嚴肅對面的議題。本研究旨在探討線上點餐服務相關之技術與可行性，並應用 PZB 模式對大型連鎖速食餐廳智慧點餐系統進行可行性分析，運用對研究對象深度訪談、直接參與親身觀察的方式，了解連鎖餐飲業推展智慧型點餐系統的可行性及實用性。研究結果發現，顧客在使用麥當勞提供之智慧點餐平臺中，使用者對於智慧點餐之功能系統及服務創新之新的介面、設備、點餐流程與系統對於顧客的體驗價值，服務品質滿意度皆抱持正相關性，僅在反應性構面中，消費民眾會認為現階段還是需要有改善及過渡階段，還需要增加服務的替代方案及加快點餐速度；影響經營成功的關鍵還是在『人』，顧客的體驗價值會影響顧客對該品牌認知與期望，所以在點餐平臺上等持續優化是研究個案需要持續改進的。

關鍵字

智慧點餐；服務品質； PZB模式；顧客滿意度

並列摘要

Faced with a continual rise in labor expenses and a lack of available manpower, many fast-food businesses have begun to examine the use of self-service ordering machines to minimize labor needs. However, the ordering system's design and planning must take into account the entire service process. How to improve service quality and build a flawless smart ordering system in order to maximize customer service satisfaction are concerns that the catering business must address with seriousness. This study seeks to investigate the technology and feasibility of online ordering services and to examine the viability of the smart ordering system for fast food restaurant chains using the PZB model. Utilizing in-depth interviews with the research subjects and direct involvement in personal observation, the purpose of this study is to determine the feasibility and applicability of the chain catering industry to promote the smart ordering system. McDonald's smart ordering platform users have a positive correlation with the new interface, equipment of service innovation, ordering process, and system of smart ordering functional system to customer experience value and service quality satisfaction, according to the findings of this study. Only in the reactive dimension will consumers believe that there is still a need for improvement and transition at this stage, as well as the need to expand service options and accelerate the ordering process. People are the cornerstone to business success. The consumer's view and expectations of the brand will be affected by the experience value of the customer. For the cast study, constant optimization of the ordering platform necessitates ongoing progress.