餐廳服務線索對體驗價值及顧客滿意之影響-以餐廳類型為干擾變數

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题名:	餐廳服務線索對體驗價值及顧客滿意之影響-以餐廳類型為干擾變數
作者:	林孟宜
贡献者:	觀光休閒事業管理研究所碩士在職專班
关键词:	服務線索 service clues 機械線索 mechanic clues 人員線索 humanic clues 功能線索 functional clues 體驗價值 experience value
日期:	2011
上传时间:	2012-12-13 09:08:53 (UTC+8)
摘要:	本研究探討餐廳服務線索在體驗價值、顧客滿意之因果關係。此外，以全套服務餐廳區分高級餐廳及休閒餐廳兩種類型作為干擾變數，討論其對於服務線索在體驗價值、顧客滿意之影響是否具有干擾效果。本研究採便利抽樣及網路調查法，以線性結構關係模式Lisrel 8.80版進行實證分析。正式問卷回收共計679份，刪除無效問卷後，實得有效問卷530份，有效問卷率78.06%。服務線索用三種線索分為機械線索、人員線索及功能線索。研究結果顯示，在機械線索、人員線索及功能線索對於體驗價值具有正向且顯著之影響。在人員線索及功能線索對於顧客滿意亦具有正向且顯著之影響。然機械線索對於顧客滿意則未呈現顯著性影響。另以全套服務餐廳為干擾變數，高級餐廳在人員線索對於體驗價值具有正向且顯著之影響。休閒餐廳在人員線索對於體驗價值則未呈現顯著性影響。高級餐廳較休閒餐廳在人員的服務更能創造較高的體驗價值。體驗價值包括功利價值及享樂價值，顧客在高級餐廳得到的體驗價值顯示享樂價值較高，而休閒餐廳則是功利價值。餐廳類型對於服務線索、體驗價值及顧客滿意之關係，具有干擾效果存在。本研究研究提供研究意涵與建議，以利未來模式建立與研究方向。 The purpose of this study was to investigate the causal relationships between experience value and customer satisfaction of service clues in restaurants. Furthermore, the study distinguished between full-service restaurants, using fine dining restaurants, and casual restaurants as the moderating variables. These identify intervening effects, which are experience value and customer satisfaction of service clues. A random convenient sampling and internet survey was adopted in order to collect the data, and the compiled results were statistically analyzed based on structural equation modeling using Lisrel 8.8 version software. A total of 679 surveys were received, of which 530 valid samples were used for this study (78.06% questionnaire validity rate). Clues were generally classified into three main categories: mechanic clues, humanic clues, and functional clues. The results revealed that mechanic clues, humanic clues, and functional clues have a positive and significant effect on experience value. The humanic clues and functional clues also have a positive and significant effect on customer satisfaction. However mechanic clues haves no significant effect on the customer satisfaction relationship. In addition, the type of restaurant has a significant moderating effect on the humanic clues to experience value. The relationship between humanic clues and experience value has no significant effect in the casual restaurants. However, service personnel in fine dining restaurants can create a higher value experience than those in casual restaurants. The experience values include utilitarian value and hedonic value, and customers can acquire more hedonic value in a fine dining restaurant. On the other hand, a customer can experience more utilitarian value in a casual restaurant. Consequently, the restaurant type can influence the effects between the service clues, experience value and customer satisfaction. Results and conclusions obtained from this study can be used in establishing research models for future study. Keywords: service clues, mechanic clues, humanic clues, functional clues, experience value
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