用餐階段、消費目標、擁擠程度及趣味性對限時吃到飽餐廳顧客服務品質知覺之影響

The Impact of Dining Stages, Consumption Goals, Crowding Levels, and Fun on Consumer Perceptions of Service Quality for All-You-Can-Eat Restaurants

本研究以擁擠容忍度以及服務效率對整體做為共變數，利用二因子與三因子共變數分析探討在不同的用餐階段、消費目標、擁擠程度及趣味性之下，限時吃到飽餐廳顧客的服務品質知覺是否會受到影響。研究結果發現擁擠容忍度以及服務效率的確影響顧客的服務品質知覺，而且在限時吃到飽餐廳進入後階段時，顧客會比前階段有較低的服務品質知覺；以實用為消費目標的顧客會比以享樂為消費目標的顧客有較低的服務品質知覺。用餐階段與消費目標具交互作用，在服務前階段抱持享樂目標的顧客，其知覺服務品質會顯著高於在服務後階段抱持實用目標的顧客。

By taking crowding tolerance and service efficiency as covariance variables, this study examines the impact of various dining stages, consumption goals, crowding levels, and fun on consumer perceptions of service quality for all-you-can-eat restaurants by two-way and three-way analysis of covariance (ANCOVA). Research results show that crowding tolerance and service efficiency do influence consumer perceptions of service quality, and consumers feel less service quality closing to the end of dining compared with the beginning as they start to dine in all-you-can-eat buffets. The hedonic consumption causes better service quality perception than the utilitarian one. The interaction effect between dining stages and consumption goals on service quality perception is significant. Consumers with hedonic goal in the early phase of dining have better perception of service quality than those in the final phase with utilitarian goal.