Service Encounter and Customer Experiences Management : 異國餐廳與本土餐廳顧客經驗 之探討 / 蕭伊蝶 撰 .-
蕭伊蝶、張景旭、謝龍發、范垂爐
E-mail: 352628@mail.dyu.edu.tw
ABSTRACT
It was more popular to eat out, therefore, customer satisfaction became an important factor for customers while making decision.
The purpose was to investigate the elements of customer satisfaction of restaurants through service encounter. Moreover, look for the positive experience of specific situations and clues in service delivery aspect. Interviews the attendants who provided the positive customer experience in 18 exotic restaurants and local restaurants. Analyze the content by Situation-Clue Technique (SCT) to find the elements of customer satisfaction
Service encounter process of restaurants includes service environment , interaction between staffs and customers and quality of meals. Except servicescape, there are more other elements of restaurants’ environment such as using customized music or reserve natural resource to retain the old building by adding new elements, and Internet Ads to make more contact with customers. Second, interaction is the key to customer satisfaction, such as observing body language that included hidden message which would create a higher level of customer satisfaction. Third, in the quality of meals, local restaurants use local seasonal ingredients to create a more delicate flavor, or even create new tastes form traditional dishes. On the contrary, the exotic restaurants supply authentic cuisine that immersing people in the environment.
Keywords : service encounter、customer experiences management、customer satisfaction、restaurants Table of Contents
第一章 緒論
第一節 研究動機．．．．．．．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．．．．． 3 第二章 文獻探討
第一節 服務接觸之定義與內涵．．．．．．．．．．．． 5 第二節 顧客經驗管理．．．．．．．．．．．．．．．．13 第三節 餐廳與顧客滿意．．．．．．．．．．．．．．31
第三章 研究方法
第一節 研究對象．．．．．．．．．．．．．．．．．．43 第二節 研究工具．．．．．．．．．．．．．．．．．．44 第三節 研究步驟．．．．．．．．．．．．．．．．．．47 第四節 信效度分析．．．．．．．．．．．．．．．．．52 第四章 研究分析與發現
第一節 研究結果．．．．．．．．．．．．．．．．．．55 第二節 研究發現．．．．．．．．．．．．．．．．．．66 第五章 結論與未來研究建議
第一節 研究結論．．．．．．．．．．．．．．．．．．76 第二節 管理意涵．．．．．．．．．．．．．．．．．．81 第三節 研究限制與未來研究建議．．．．．．．．．．．83
表
表 1服務接觸之文獻定義．．．．．．．．．．．．．．．．． 8 表 2服務場景構面屬性分析表．．．．．．．．．．．．．．． 15 表 3 Schmitt體驗行銷五模組類型．．．．．．．．．．．． 30 表 4顧客滿意構面及衡量細項型．．．．．．．．．．．．．． 38 表 5單一故事分析表架構．．．．．．．．．．．．．．．．． 49 表 6訪問資料統整．．．．．．．．．．．．．．．．．．．． 53
表 7正面經驗故事資料統計表及意涵．．．． ．．．．．． 54 參考文獻 ．．．．．．．．．．．．．．．．．．．．．．．85
附件
附件1單一故事分析表．．．．．．．．．．．．．．．．．．．92 附件2正面經驗情節聯集表．．．．．．．．．．．．．．．．．93 附件3正面經驗延伸表．．．．．．．．．．．．．．．．．．．96 REFERENCES
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