| Abstract: | 近幾年來我國烘焙市場不斷擴大，在烘焙領域的專業技術從業人員屢屢獲得國際獎項，也為國內帶來一股烘焙盛行的潮流。再者因國內食安事件不斷頻傳，造成民眾在飲食上的恐慌，民眾為了『食』的心安，紛紛自行學習烘焙上的技巧。而台灣烘焙業者無論在技術、產品創新上的實力皆深厚，業者透過產品技術的分享，從靜態網路平台一直到動態網路平台、至目前網路影音直播的盛行，影音直播行銷了自己，也行銷了產品。
當然，也因為拜互聯網科技及網速的進步，民眾方便上網瀏覽找尋自己的需求，已然成為生活中的基本工具；民眾已將烘焙業者提供的便利性服務視為生活中的一部份。而且由於烘焙網路影音直播市場也非常競爭，各家烘焙業者皆極力將產品與服務推陳出新，而強調服務品質的「有形性」、「可靠性」、「反應性」、「保證性」及「關懷性」，也就成了許多烘焙網路影音直播提供給消費者多元學習管道與服務的利器。
有鑑於烘焙教學服務品質的日漸普及與重要性，本研究以烘焙網路影音直播之「服務品質」、「顧客滿意度」、「顧客忠誠度」的顧客觀點切入，以評估影響顧客對烘焙業者於互聯網上教學服務品質的需求與期待，並採用PZB服務品質擴展模式與SERVQUAL尺度衡量模式作為本實證研究的理論基礎，探討國內民眾從網路影音直播平台學習烘焙的動機、服務品質、滿意度與忠誠度等變數之間的因果關係，並透過問卷以迴歸分析檢驗假說模型。研究結果「服務品質」對「顧客滿意度」呈現正向影響關係，「顧客滿意度」對「顧客忠誠度」呈現正向影響關係，「服務品質」亦對「顧客忠誠度」呈現正向影響關係。顯見民眾從網路影音直播平台學習烘焙的動機與滿意度有正向關係。此外，顧客每月觀看線上直播學習烘焙的頻率，對於「顧客忠誠度」的影響，亦達顯著水準。本研究結果發現「服務品質」、「顧客滿意度」都是會有效影響「顧客忠誠度」的重要變數。希望藉由本研究的結果，能對烘焙網路影音直播平台的相關業者有所建樹，以作為未來有意進入烘焙網路影音直播的參考依據。
In recent years, Taiwan’s baking market has been expanding. Professional technicians in the baking industry have repeatedly won international awards, and it brings a trend of baking to the country. Moreover, due to frequent food safety incidents in the country and people’s panic in diet, many people decided to learn baking skills by themselves. Taiwanese baking companies are strong in technology and product innovation. By means of static network platform, dynamic network platform, and currently popular live streaming, baking companies not only market their products but also market themselves while sharing baking skills with people.
Of course, thanks to the advancement in Internet technology and internet speed, people have been able to browse on line for their own needs. This has become a basic tool in life. The public has considered the convenience services provided by the baking industry as part of their lives. Moreover, since the bakery network live broadcast market is also very competitive, various bakery companies are striving to promote new products and services, and emphasize the “tangibility”, “reliability”, “responsiveness”, “assurance” and “caring” of service quality. Live streaming has become a powerful tool to provide consumers with multiple channels of learning and services.
In view of the increasing popularity and importance of baking teaching service quality, this study investigates customer’s needs and expectation in live streaming from customer’s perspective in terms of "service quality," "customer satisfaction," and "customer loyalty,"
The PZB service quality expansion model and the SERVQUAL scale model are used as the theoretical basis for this empirical study to find out the causal relationship between local people's motivation, satisfaction and other variables in learning baking from live streaming. In addition, questionnaires were used to test the hypothesis model with regression analysis.
The research result indicates "Service Quality" has a positive impact on "Customer Satisfaction", "Customer Satisfaction" positively affects "Customer Loyalty", "Service quality" also has a positive impact on "customer loyalty". Obviously the motives and satisfaction of people learning to bake from a live streaming platform have high positive relationship. In addition, whether the customer response was handled properly or not, the impact on “customer loyalty” also reached a significant level. The results of this study found that "service quality" and "customer satisfaction" both are important variables that will effectively influence "customer loyalty."
The study results is aimed at contributing as a reference to people or companies running live streaming business, and to those who have intention to enter into this industry. |
