餐廳員工微笑與是否配戴眼鏡對顧客情緒、認知員工專業程度及顧客滿意度影響之研究

Abstract

本研究之目的是為探討餐廳員工微笑與是否配戴眼鏡是否會透過顧客情緒與認知員工專業程度影響顧客滿意度。本研究採用的研究方法為實驗法，為3x2的實驗設計組合，問卷共發出480份，實際回收480份，剔除無效問卷35份，回收有效問卷共445份。研究工具為顧客情緒量表、認知員工專業程度量表與顧客滿意度量表，發放問卷的樣本對象為三個月內曾至餐廳用餐的學生族群。分析方法使用SPSS 22.0進行統計分析，包括敘述性統計分析、皮爾遜積差相關分析、ANOVA、MANOVA，與階層迴歸分析。研究結果發現，在微笑的部分，消費者對於抿嘴笑員工的顧客情緒、認知員工專業程度與顧客滿意度顯著高於露齒笑與無笑容的員工；在是否配戴眼鏡的部分，消費者對於沒戴眼鏡員工的顧客情緒、認知員工專業程度與顧客滿意度顯著高於有戴眼鏡。另一方面，顧客情緒會透過員工的微笑方式影響到顧客滿意度。因此，本研究建議為餐廳員工應呈現抿嘴笑與沒戴眼鏡，以提升消費者認知員工專業程度及滿意度。This study was designed to know the influence of the smile and whether wearing glasses of restaurant employees on customer emotional, employee professionalism, and customer satisfaction. Experimental Method was used in this study. The study was designed by 3×2 factors. There were 6 fictitious scenarios of the questionnaires which were sent to students that visited restaurant within three months. There were 480 questionnaires sent out, and 445 valid questionnaires were collected, the questionnaires effective rate is 92.7%. Data was analyzed by SPSS 22.0, including descriptive statistics、correlation analysis、analysis of variance、multivariate analysis of variance and hierarchical regression analysis. The results indicated that, first, when the employee had chuckle and no wearing glasses, customer had better emotion than the employee had grin and wearing glasses、no smile and wearing glasses. Second, when the employee had chuckle and no wearing glasses, employee received better perception of her professionalism than when the employee had grin and wearing glasses、no smile and wearing glasses. Therefore, for the manager of the restaurant, this study suggested that chuckle and no wearing glasses are good choices for restaurant employees to raise customer satisfaction.