以服務品質觀點探討餐飲業者因應新冠狀病毒之策略

Exploring Food Service Industry’s Strategies towards COVID-19 on the Perspective of Service Quality

李昭英(CHAO-YING LI)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2021年)

https://doi.org/10.6840/cycu202100141

摘要

2020年上半年餐飲業者受到新型冠狀病毒的影響，民眾減少外出，知名餐廳或老牌餐館陸續退場，雖說已在７月因疫情趨緩及振興方案的助攻下而向上成長，但仍受疫情滋擾，成長幅度受限。本研究主要運用服務品質觀點探討消費者在新冠狀病毒疫情下，會因哪些關鍵要素而影響購買意願，並探究服務品質對於購買意願的影響會因不同外食頻率而有所差異，提供餐飲業者做出因應策略之方向。
本研究主要針對13~64歲消費者，在以網路發放問卷的方式來搜集消費者資料，再以SPSS統計軟體分別進行信度分析、相關分析、單因子變異數及迴歸分析來取得研究資料之分析結果。
本研究分析結果得知在新冠狀病毒疫情下，服務品質對於購買意願應具有正向影響，結果為部份成立，首要著重為確實性，因此建議業者以如何服務客戶 (如無法前來餐廳用餐，也能享用到喜愛的菜色)的角度進行改變；次為關懷性，建議業者可拉大桌距、梅花坐等以避免消費者間的接觸。另，探究服務品質對於購買意願的影響會因不同外食頻率而有所差異。本研究探討目的除了提供學術方面的貢獻之外，也期望能提供餐飲業者實質上經營/創新方向之參考。

關鍵字

新型冠狀病毒 ； 餐飲業 ； 服務品質 ； 購買意願

並列摘要

In the first half of 2020, the restaurant industry was affected by the new coronavirus (COVID-19), with fewer people going out, resulting in the closure of well-known and established restaurants. Although the pandemic slowed down in July and the revitalization program helped the restaurant industry to improve its growth, it was still affected by the pandemic and the growth was limited. This study examines the key factors that affect consumers' willingness to purchase under the new coronavirus outbreak from a service quality perspective, and explores the impact of service quality on willingness to purchase that varies by frequency of eating out, providing a direction for restaurant owners to make strategies accordingly.
This study focused on the consumers aged between 13 and 64 years old, the data was collected by online questionnaire, and then SPSS statistical software was used to conduct reliability analysis, correlation analysis, one-way variance and regression analysis to obtain the results of the study data.
The results of this study showed that service quality should have a positive effect on purchase intention under the new coronavirus outbreak, and the results were partially validated. The primary focus was on certainty, so it was suggested that the restaurant owners should make changes in terms of how to serve the customers (e.g., customers can still enjoy their favorite dishes even if they are unable to come to the restaurant); the secondary focus was on caring, so it was suggested that owners could avoid contact between the consumers by widening the distance between the tables and sitting one seat apart from each other. In addition, the effect of service quality on purchase intention varies according to the frequency of eating out. The purpose of this study is not only to provide academic contribution, but also to provide a reference for the actual operation/innovation direction in the restaurant industry

並列關鍵字

new coronavirus ； restaurant industry ； service quality ； purchase intention

參考文獻

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