不同訂位方式下降低餐廳顧客爽約策略之研究

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题名:	不同訂位方式下降低餐廳顧客爽約策略之研究 The Strategic of Mitigating Consumer’s No-show Behavior Under the Alternative Reservation Approach
作者:	林龍璟 Lin, Long-Jing
贡献者:	經營管理學系碩士在職專班
关键词:	預付訂金;確認預約;重新劃位;預約方式;虛實整合模式;爽約 Prepaid deposit;Reoffering seats;Confirm appointment;Alternative reservation;O2O;No-show
日期:	2020
上传时间:	2022-12-19 02:45:10 (UTC+0)
出版者:	亞洲大學
摘要:	本研究探討針對透過不同訂位的方式，進而影響顧客爽約的程度，結果歸納出三項策略「重新劃位」、「確認預約」和「預付訂金」，以及干擾變數「訂位方式(傳統訂位 vs. 系統訂位)」，探討三項策略以及在干擾變數交互作用後的影響。過去研究皆以業者角度為探討對象，而本研究則是以消費者自身角度為探討對象，此部分的受訪者皆曾有預訂餐廳的經驗，能以實際預訂餐廳的狀況回應本研究，有效問卷總共回收203份。本研究整理出6項研究結論，確認預約和預付訂金可以有效影響降低餐廳爽約的程度，而重新劃位則無法有效影響爽約程度；然而在訂位方式干擾下，透過系統訂位的方式，重新劃位與預付訂金皆能明顯有效影響降低餐廳顧客爽約的程度，但在確認預約的策略，則會以透過電話提醒的方式比系統提醒的方式較為顯著。 This research discussed effect the alternative reservation approach, which has mitigating consumer’s no-show behavior. Three strategies are “reoffering seats”, “confirmation appointment” and “prepaid deposit”, as well as moderator “alternative reservation approach” (tradition reservation vs. system reservation). This research discuss the influence of three strategies first, then again with moderator.Past research took the entrepreneur angle as the discussion object, but this research used consumer own angle as the discussion object, this part of participants all once had order the restaurant experience, could respond this research by the actual reservation restaurant condition, the total of 203 materials were retrieved from the valid questionnaire.This research reorganizes 6 research conclusions, confirmation appointment and prepaid deposit to be possible to affect effectively reduces the degree which the restaurant consumer no-show, but reoffering seats to be unable to affect effectively reduces the degree which the restaurant consumer no-show; However under one moderator of reservation approach, the reoffering seats and prepaid deposit are affecting effectively reduces the degree which the restaurant consumer no-show by use the system reservation；On the contrary, confirmation appointment more biased use the tradition reservation.
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