不同服務類型餐廳顧客服務接觸與品牌體驗相關性研究

Abstract

餐廳的服務接觸能為顧客在消費的過程中，強化品牌的認知以及創造難忘的體驗。服務接觸的構面除了有人際互動、個人特質與實體環境以外，近年有學者認為科技導入亦可以有效提升公司內外部的服務品質。顧客與企業的服務接觸類型包括一次性服務接觸、重覆性相同接務以及期間內系列接觸三種，本研究目的就是探討在這三種不同服務接觸類型餐廳之消費者對服務接觸的認知會如何影響其品牌體驗知覺。研究者以便利抽樣方式，在健康橘子工坊、君悅YOU&ME餐廳與摩斯漢堡的消費者發出915份問卷，回收有效問卷共計有905份 (98.9%)。研究結果發現三種服務接觸類型之餐廳受訪者的服務接觸認知對品牌體驗知覺都會有顯著的影響，其中與服務人員的接觸過程會顯著影響整體的品牌體驗知覺。再者，科技導入的服務接觸，在三種服務類型餐廳都會顯著影響受訪者品牌體驗中的行為體驗與知性體驗。

The service encounter of the restaurant can increase the customer’s brand perception and facilitate dining experience. The dimensions of service encounter include human interaction, personal traits, and environmental factors. The fourth dimension, technology intervention, is recently introduced by literature. The types of restaurant service encounteris identified with a simple onetime encounter (eg. grab& go food stand), repeatedly experiencing the same type of encounter (eg. employees’ restaurant), and a sequence of encounter during a period of time (eg. commercial restaurant). The present study attempted to investigate the impact of customers’ perceptions of different service encounter on the brand experience. Using convenient sampling method, a total of 915 questionnaires were distributed and 905 were valid (98.9%). The results indicated that participants’ perceptions of service encounter from all three types of restaurants significantly influenced their brand experiences. Human interaction and technology intervention were related with all four dimensions of brand experience in three service types of restaurant. It was notable that technology intervention had a significant impact on behavioral and intellectual experiences. More discussion and implication were presented.