篇名 | 餐廳款待表現對顧客情緒及再訪意願關係之研究 |
---|---|
卷期 | 8:1 |
並列篇名 | The Relationships among Restaurant Hospitality Performance, Customer Emotions, and Revisit Intentions |
作者 | 鄧之卿 、 郭子卉 |
頁次 | 061-076 |
關鍵字 | 款待行為 、 實體環境 、 娛樂 、 情緒 、 再訪意願 、 hospitable behavior 、 physical environment 、 entertainment 、 emotions 、 revisit intentions |
出刊日期 | 201306 |
本研究目的乃藉由顧客的觀點,探討餐廳整體的款待表現、顧客情緒及再訪意願之關聯性。本研究針對提供餐桌服務之餐廳的顧客為研究對象,採便利抽樣的方式進行問卷調查,共回收有效問卷447份。研究使用驗證性因素分析與結構方程模式等方法驗證研究假設。研究結果顯示:(1)餐廳員工的款待行為、實體環境及娛樂等因素會顯著影響顧客情緒,同時實體環境及娛樂會顯著影響顧客的再訪意願;(2)顧客情緒在員工款待行為、實體環境與再訪意願之間扮演了顯著的中介角色。然而,餐廳娛樂並不會經由顧客的情緒而影響到再訪意願。本研究結果說明餐廳整體的款待表現,將會直接或間接影響到顧客用餐的情緒,進而對餐廳的消費意願造成衝擊。
This study aims to explore the mechanism linking restaurant hospitality performance, customer emotions, and customer revisit intentions. A questionnaire survey was conducted to collect data from restaurant consumers. Finally, 447 valid questionnaires were returned. The confirmatory factor analysis (CFA) and structural equation modeling (SEM) were adopted for hypotheses testing. The findings indicate that: (1) employee hospitable behavior, physical environment, and entertainment all significantly enhance customer emotions; and (2) emotions serves as a key mediator between employee hospitable behavior, physical environment and customer behavioral intentions. The research findings can provide restaurant managers the ways to enhance customer emotions that can eventually increase customer behavioral intentions.