多品牌餐廳服務接觸及體驗行銷對顧客滿意事例影響之研究

針對顧客多變的需求喜好，餐飲集團在台灣發展出多品牌餐廳，多品牌之間的定位需要有差異，才會使得集團整體價值提升，這些多品牌餐廳雖然有不同的體驗行銷策略，卻往往提供相同或近似的服務接觸，但顧客對於不同品牌的餐廳定位是否有不同的體驗期望及服務知覺？這是本研究要探討的主題，所以採重大事例分析法（CIT）對近似的服務接觸與體驗行銷策略的各品牌餐廳，進行滿意與否事例分析顧客是否因期望不同，導致知覺滿意與否不同？本研究選取高中低價格3家不同品牌餐廳為主要研究對象，外加1家低價位無服務費餐廳為對照組，共對4位店長，86位顧客進行深度訪談，引用重大事例分析法（CIT）蒐集顧客與服務人員對餐廳服務接觸與體驗的知覺及重大滿意與否事件，結果依服務接觸、體驗行銷、體驗價值的分類進行資料整理，並比較顧客對不同價位的多品牌餐廳服務滿意與不滿意事件的比率後，進行驗證，再使用期望-失驗理論進行論述。研究結果指出：愈高價位餐廳顧客不滿意事例人數比愈高，而同時滿意事例人數比愈低，顯示高價使顧客事前期望提高，導致體驗後產生負面失衡現象，而低價餐廳的顧客事前期望不高，體驗後產生正面失衡現象；在高低價位餐廳滿不滿意事例內容發現，高價位餐廳消費者對服務接觸點及體驗行銷均有滿意與否事例，中低價餐廳則集中在點餐、用餐及感官體驗有重大事例，表示同集團各品牌餐廳雖進行市場區隔及不同品牌定位，但應設計不同服務流程，滿足不同價位顧客的期望及需求，才能提高各品牌餐廳顧客滿意度。

關鍵字

期望-失驗理論；多品牌；服務接觸；體驗行銷；顧客滿意

並列摘要

In order to increase the overall value, many restaurant groups have developed multi-branding strategies to meet customers’ ever-changing preferences need. Although these multi-branding restaurants may have different experiential marketing strategies, the services provided are the same or similar. Do the customers have different expectation of services towards the various brands? This is the main objective of this study. This study uses Critical Incidents Technique （CIT） to conduct service contacts and experience marketing strategy surveys in each brand restaurants, to find out whether the satisfaction levels changed due to different expectation of the customers. This study selected three restaurants that represent high, medium, and low prices. In addition, a low-priced restaurant without service charge is used as our control group. A total of four restaurant managers and eighty-six customers were interviewed in-depth. We used CIT to collect perceptions from both service personnel and customers based on critical incidents, service contact and expected level of satisfaction. The results from all four restaurants are collated and classified into service encounter, experiential marketing, and experiential value categories. Then the ratios of service satisfaction and dissatisfaction of each branding restaurants were compiled. The results were inferred and verified by the Expectancy Disconfirmation Theory. The results indicate that the higher charged restaurants, the higher rate of dissatisfaction of incidents, and lower rate of satisfaction. It shows that customers usually have high expectations before they go to a high-priced restaurant, therefore, results in more negative experience. On the other hands, customers go to a lower-priced restaurant without much of expectation, results in more positive experience; we also discovered that consumers are likely to have incidents in service encounter and experiential marketing in high-priced restaurants, where as more meal ordering, dining and sensory experience issues were raised in lower-priced restaurants. It concludes that in order to raise branding satisfaction level, different service processes should be designed and implemented to meet customers’ need in different restaurant segment while employ multi-branding strategies.