以IPA分析法探討餐廳服務品質與過度服務─以海底撈餐廳為例

A Study of Adopting IPA to Explore Restaurant Service Quality and Over-service─An Example of Haidilao Restaurant

傅靖瑄(CHING-HSUAN FU)

指導教授 ： 黃有傑 ； 林晏瑜

朝陽科技大學/管理學院/休閒事業管理系/碩士(2017年)

摘要

近年來有學者提出過度服務概念，指業者為追求卓越服務品質，提供超越顧客期望的服務，反而使顧客產生被打擾、尷尬或不自在等負面情緒，過去研究證實台灣餐飲業有此現象發生。
海底撈餐廳在中國大陸以服務品質聞名遐邇，為探討該餐廳在台灣的服務品質及是否有過度服務情況發生，本研究採用IPA方法與過度服務量表共同診斷海底撈餐廳服務品質，調查民眾的重視度與滿意度來分析服務品質屬性以提出具體建議供管理者與其他餐廳經營上之參考，並檢視過度服務在IPA矩陣圖的分布情況。
本研究將該餐廳商品分成餐食、支援設施、人員服務與娛樂服務，結果發現，民眾對該餐廳的人員服務最感到滿意，而餐食份量與多樣性是最急需改善之項目。民眾最重視的餐廳商品是餐食，其次依序為人員服務、支援設施與娛樂服務。該餐廳之餐食與娛樂服務對民眾再購意願有顯著正向影響。消費者對該餐廳有些微過度服務之感受，而娛樂服務比起人員服務更使民眾有過度服務之感受，其中男性消費者又比女性更多，而人員服務之「經常性的關注與詢問」也使民眾較有過度服務之感受。過度服務程度較強的5個題項皆落在IPA矩陣圖之第三與第四象限。不同背景消費者對服務的重視度、滿意度、過度服務與再購意願看法有顯著差異，顯示不同背景消費者對服務品質看法有所不同。

關鍵字

餐廳服務品質 ； 過度服務 ； IPA分析

並列摘要

Some scholars have discussed the issue of over-service in recent years,for persuing exellent service quality, the industryoffer the services beyond the consumer expectationes, but it makes customers feel some kind of negative emotion, such as being disturbed, embarrased or uncomfortable, past studies confirmed that the restaurant industry has this phenomenon in Taiwan.

Haidilao restaurant is famous for service qualityin China, in order to understand how the quality ofservice and whether there is over-service situation for Taiwanese, this study used IPA method and over-service scale to judge the service quality of Haidilao restaurant. The study investigates the level of importance and satisfaction of comsumers to analyze the service quality attribute to make specific suggestions for the manager or other restaurants, and will survey the distribution of over-services in the IPA matrix.

This study divides the restaurant merchandise into meals, support facilities, staff services and recreational services. The results show that the people are most satisfied with the staff services, and the food portion and diversity are the most need to improve.The restaurant productpeople are most concerned about is meal, followed by staff services, support facilities and recreational services.The restaurant's meals and recreational services have a positive impact on repurchase intention of guests. Consumers have some perception of over-service during the dinig experience, and recreational services are stroger than the staff services, the male have more feeling of over-service than the female, and ‘‘regular attention and inquiry’’ of staff services also make people feel more over-service. The top five over-service itemfall intothe third and the fourthquadrant of IPA matrix.Different background consumers have different opinions on importance, satisfaction, perception of over-service and repurchase intention, showing that their perception of service quality is different.

並列關鍵字

restaurant service quality ； over-service ； IPA

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