臺灣博碩士論文加值系統

近年來，由於經濟與社會型態改變，外食人口大增，餐飲業逐漸蓬勃發展，加上國人飲食習慣的改變，飲食文化越來越多元，除了本土餐廳之外，異國餐廳也是外食人口會選擇用餐之場所，因此本研究目的將探討本土與異國餐廳的顧客經驗，以了解餐飲業如何與顧客發展長期關係。研究者透過15間中部異國與本土餐廳的19位服務端人員所提供的顧客正面經驗故事，探討顧客用餐過程中與餐廳的服務接觸；再以「情境線索技術」(SCT)分析顧客正面經驗故事，找出每個正面經驗故事中的正面經驗線索以及其所對應的情境，探究在餐飲服務接觸過程中，使顧客感到愉悅滿意，增進顧客關係之因子；最後運用線索理論將正面經驗線索分類，歸納出「人員互動」、「餐食接觸」以及「餐廳場景印象」三大類。研究發現維持顧客關係最重要的因素是「人員互動」，再者是「餐食接觸」，最後才是「餐廳場景印象」。

In recent years, due to the economic development and social style have been changed, a lots of people decide to dine outside, as a result, restaurant industry has been increased significantly; besides, people have changed their eating habit due to the raising health consciousness, as a consequent, there are more and more different types of multicultural food, not only local restaurants but also exotic restaurants can be chosen by those eating out customers nowadays. In order to understand how restaurant industry can be developed a long term relationship with customers, this study will focus on customer`s experience toward both local restaurant and exotic restaurant. Based on 19 attendants in the 15 local and exotic restaurants in central Taiwan provided several positive experiences with customers, in this study I discussed the importance of "service encounters", as well as use "Situation Clues Technique, SCT" to analyze positive experience clues and situations of customers` positive experiences for indicating how to please and improve the relationship with customers during the "service encounters". Finally, I generalized three classifications with using the "Clue" theory. These three classifications are "human interaction", "meals contact", and "restaurant scene impression". To sum up, in this research I found the most important factor to maintain a good customer relations is the "human interaction", follow by "meals contact" and "restaurant scene impression".

中文摘要．．．．．．．．．．．．．．．．．．．．．．．．．iii
英文摘要．．．．．．．．．．．．．．．．．．．．．．．．．iv
內容目錄．．．．．．．．．．．．．．．．．．．．．．．．．v
圖目錄．．．．．．．．．．．．．．．．．．．．．．．．．．vi
表目錄．．．．．．．．．．．．．．．．．．．．．．．．．．vi
第一章　　緒論．．．．．．．．．．．．．．．．．．．．．．1
第一節　　研究背景與動機．．．．．．．．．．．．．．．1
第二節　　研究目的．．．．．．．．．．．．．．．．．．2
第二章　　文獻探討．．．．．．．．．．．．．．．．．．．．4
第一節　　本土餐廳與異國餐廳．．．．．．．．．．．．．4
第二節　　服務接觸．．．．．．．．．．．．．．．．．．9
第三節 顧客關係．．．．．．．．．．．．．．．．．．22
第四節 文獻評析．．．．．．．．．．．．．．．．．．32
第三章　　研究方法．．．．．．．．．．．．．．．．．．．．34
　　第一節　　研究工具．．．．．．．．．．．．．．．．．．34
　　第二節　　研究對象與資料收集．．．．．．．．．．．．．36
　　第三節　　信效度分析．．．．．．．．．．．．．．．．．37
　　第四節　　研究流程．．．．．．．．．．．．．．．．．．40
第四章 研究分析與發現．．．．．．．．．．．．．．．．．46
第一節 研究分析．．．．．．．．．．．．．．．．．．46
第二節 研究發現．．．．．．．．．．．．．．．．．．57
第五章 結論與建議．．．．．．．．．．．．．．．．．． 65
第一節 研究結論．．．．．．．．．．．．．．．．．．65
第二節 研究貢獻與管理意涵．．．．．．．．．．．．．66
第三節 研究限制與未來研究建議．．．．．．．．．．．68
參考文獻．．．．．．．．．．．．．．．．．．．．．．．．．71
附錄 餐飲業顧客正面經驗延伸表．．．．．．．．．．．．． 80
圖目錄
圖 2-1 客觀情境模式．．．．．．．．．．．．．．．．．．．．16
圖 2-2 主觀情境模式．．．．．．．．．．．．．．．．．．．．18
圖 2-3 Assael情境模式．．．．．．．．．．．．．．．．．．．19

表目錄
表 2-1 Andersson and Mossberg研究問卷問題表．．．．．． 27
表 2-2 Meng and Elliott測量模式分析表．．．．．．．．．．28
表 2-3 Wu and Liang測量模式分析表．．．．．．．．．．．． 29
表 2-4 Ha and Jang研究架構表．．．．．．．．．．．．．．．30
表 2-5 何雅菁等研究構面分析表．．．．．．．．．．．．．． 32
表 3-1 CIT、SSIT、SCT比較表．．．．．．．．．．．．．． 35
表 3-2 正面經驗故事資料樣本．．．．．．．．．．．．．．． 38
表 3-3 正面經驗故事資料統計表及意涵．．．．．．．．．．． 38
表 3-4 單一故事分析表．．．．．．．．．．．．．．．．．． 42
表 3-5 顧客正面經驗情境聯集表．．．．．．．．．．．．．． 43
表 3-6 顧客正面經驗延伸表．．．．．．．．．．．．．．．． 44
表 3-7 「連動模型」表．．．．．．．．．．．．．．．．．． 45
表 4-1 「顧客帶朋友用餐」連動模型．．．．．．．．．．．．．47
表 4-2 「記憶表演」連動模型．．．．．．．．．．．．．．．．47
表 4-3 「老顧客習慣行為的處理」連動模型．．．．．．．．．．48
表 4-4 「下雨天」連動模型．．．．．．．．．．．．．．．．．48
表 4-5 「顧客辦活動」連動模型．．．．．．．．．．．．．．．49
表 4-6 「入座瀏覽」連動模型．．．．．．．．．．．．．．．．49
表 4-7 「顧客用餐特殊需求」連動模型．．．．．．．．．．．．50
表 4-8 「病人餐食禁忌」連動模型．．．．．．．．．．．．．．51
表 4-9 「違規」連動模型．．．．．．．．．．．．．．．．．．52
表 4-10 「桌邊服務」連動模型．．．．．．．．．．．．．．．．52
表 4-11 「餐食接觸一」連動模型．．．．．．．．．．．．．．．53
表 4-12 「餐食接觸二」連動模型．．．．．．．．．．．．．．．53
表 4-13 「顧客特殊需求一」連動模型．．．．．．．．．．．．．54
表 4-14 「顧客特殊需求二」連動模型．．．．．．．．．．．．．54
表 4-15 「顧客生日」連動模型．．．．．．．．．．．．．．．．55
表 4-16 「顧客會議用餐」連動模型．．．．．．．．．．．．．．55
表 4-17 「跨界行為」連動模型．．．．．．．．．．．．．．．．56

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