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題名:服務業真實性前因與結果之研究
作者:謝翠芳
作者(外文):Tsui-Fang Hsieh
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:巫喜瑞
學位類別:博士
出版日期:2019
主題關鍵詞:真實性知覺價值顧客忠誠度熟悉性喜新性AuthenticityPerceived valueCustomer loyaltyFamiliarityFood neophilia
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本研究採用真實性主要研究流派之客觀真實性、建構真實性與存在真實性的觀點架構餐廳顧客真實性模型,以衡量顧客在地方風味餐廳用餐時的知覺真實性。
餐廳顧客真實性模型是根據遊憩需求階層「動機-環境-體驗-收穫」、社會認知理論「環境、個人特徵和行為」,Mehrabian-Russell模型「刺激-有機體-回應」和真實性顧客基礎模型的理論基礎所推論建構。客觀真實性在本模型可視為一個外生變數,對應於社會認知理論與M-R模型的環境刺激因素,透過建構真實性的中介效果,影響存在真實性和顧客價值,與後續的行為變數。模型驗證真實性的前因和結果變項,以桃園龍岡忠貞眷區雲南滇緬風味餐廳顧客為調查對象。該模型包含12個假設,多數假設都得到支持。透過假設驗證,確認客觀真實性、建構真實性與存在真實性是可被分別衡量的潛在變數。
過去研究將客觀真實性與建構真實性視為一個客體(對象物)真實的情感構念。由於客觀真實性理論主張真實性是指物品或環境的純正或真實,其真實性或價值須由專家進行評定。本研究在客觀真實性的評量遂邀請6位專家於5家選定餐廳用餐體驗後進行專家填答,並分析專家與顧客對於客觀真實性評量的差異。
最後,透過文化熟悉性與喜新性的調節驗證客觀真實性與顧客知覺價值之間的關係。研究結果顯示文化熟悉性調節客觀真實性與顧客知覺價值之間的關係。
本研究有助於理論和實務的貢獻。理論上,它確定了餐廳顧客真實性模型的驗證結果,並確認餐廳客觀、建構、存在真實性量表中包含哪些題項,真實性概念和構面。客觀真實性三構面的客觀評估應該可以提供業者對某些關鍵餐廳屬性,如產品、環境和人員的關注,以提升顧客對餐廳知覺真實性強化的規劃與執行依據。
This study aims to develop a comprehensive service industry customers’ authentic perception model, which includes the concepts of objective authenticity, constructive authenticity and existential authenticity based on authenticity theory, to measure customers’ perceptions regarding food and tourism service authenticity.
This study examines the service industry customer authentic perception model constructed through recreation demand hierarchy, social cognitive theory, Mehrabian-Russell model and consumer-based model of authenticity.
Objective authenticity in this model can be viewed as an exogenous variable corresponding to the environmental stimuli in social cognitive theory and Mehrabian-Russell model, and influences the perceived value, existential authenticity and subsequent behavior variables through the mediating effect of constructive authenticity.
The participants of this study are customers of Yunnan and Burmese cuisine restaurants from Longgang Zhongyu Military-Dependents’ Housing District in Taoyuan.
In general, this model includes twelve hypotheses and the majority of them are verified. Different from the past literature which saw objective and constructive authenticity as one object and one authentic construct, it is proved that objective authenticity, constructive authenticity and existential authenticity are potential variables which can be measured separately. This model examines the antecedences and consequences of restaurant authenticity, and analyze the differences in objective authentic perceptions between experts and regular customers.
Finally, this study investigates the relations between objective authenticity and customers’ perceived values through the moderation analysis of cultural familiarity and food neophilia. Results show that cultural familiarity negatively moderates the relations between objective authenticity and customers’ perceived values.
This study contributes to theories and practice. Theoretically speaking, it confirms the results of the examination of service industry customers’ authentic perception model, and furthermore, proves the items, authenticity conceptualization and constructs in the hospitality service authentic objectivity, construction, and existential authenticity questionnaire. Through the examination of this concept model, the effects of several theories and models in catering service and culinary tourism are established.
For hospitality and tourism industry personnel, the constructs of the authentic questionnaire in service industry customers’ authentic perception model should gain the attention of restaurant attributes construction to ensure its authenticity. Additionally, the examination of moderation analysis assures the suggestions provided by the practitioners in objective authenticity products and servicescape elements.
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