隨著服務業興起的風潮,超越傳統產業之上,成為世界各國的發展趨勢。在服務業中,餐飲業亦佔據重要地位之一,不僅促進當地產業繁榮,更吸引許多觀光客慕名而來。餐飲業產品則包括了有形與無形兩大類,其中無形產品即為服務人員與顧客面對面提供顧客需求的服務。而在服務人員與顧客接觸中,第一線服務人員透過不同的語言訊息及非語言訊息與顧客進行溝通,溝通的過程,服務人員可瞭解顧客的需求,顧客亦會從服務人員的態度得到滿意度,此接觸時刻的瞬間亦被稱為關鍵時刻,因此,關鍵時刻決定了第一次接觸給對方留下的印象,影響服務成功與否的關鍵因素,讓顧客留下美好的第一印象,將能奠定產品與企業良好形象。 本研究主要探討顧客面對餐飲業第一線服務人員不同服務態度 (臉笑、嘴甜、腰軟、眼色好) 的接觸組合時,對顧客知覺造成的差異。透過影片設計操弄服務態度水準進行實驗設計,以最陡上升法逐步改變因子設計,最後以反應曲面呈現服務態度之最佳設定值。其研究結果發現,「微笑強度」及「眼神凝視」等二因子之最佳設定值為露齒數8顆及眼神凝視4.3秒,將最能促使顧客感受到被受尊重及友善對待。餐飲業第一線從業人員可藉由本研究結果進行教育訓練,冀望日後與顧客的服務接觸過程能達到顧客期待之知覺。
Service industry is prevalent and receives much attention in terms of economic development. As to service industry, restaurant industry is prevailing in that it not only promotes development of industry but also attracts many tourists. The product of restaurant industry includes tangible and intangible elements. Among others, intangible elements of product represent services which front-line employee offers to customers face to face. The front-line employees contacts and communicates with their customers through diverse verbal and non-verbal languages. In this process, front-line employees can understand customers’ needs, whereas customers can gain satisfaction from employees’ attitudes. This moment of contact is named as moments of truth, which makes impressions on customers and determines success of service. Customers’ good first impressions are the basis of images of product and company. This study attempts to explore the influences of profile of service attitudes (i.e., smile, vocal, stooped, and gaze) of front-line employee on customer perceived. We create several short films to manipulate levels of service attitudes, and alter factorial design based on method of steepest ascent. Finally, we can derive the optimization solution of service attitudes by response surface. Our findings show that the optimization solution of smile strength is disclosure of eight teeth, whereas that of eye gaze is 4.3 seconds. These optimization solutions of smile strength and eye gaze can create customers higher perceptions of esteem and agreeableness. Our findings can offer a guideline for training of front-line employee of restaurant industry.
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