| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 93 === Abstract
Most of the restaurants normally take care of their customers either by the basis of “First come first served¨ (or serve the simple meal prior than the complicated ones, and also any other service rules would be applied on various occasions).. Nevertheless, most of the customers can fully understand and accept this kind of unwritten service rules. Due to unintentional ignorance done by waiter/waitress, it’s unfair especially to the hungered customers. There are many management problems when the services are carried on. Does the “service order¨ directly affect the customer’s recognition of service quality at the critical (key) moment of service? How to completely satisfy the customer’s cognition of fairness and affected response resulted from the direct interaction between customers and service clerks shall become a major assessment (examination) and challenge on service management.
With above-mentioned different scenarios in mind of the customers, this research wants to study how sequencing of arrival and service could affect consumers' recognition of fairness and their affective responses and to understand the evaluation by customers’ cognition of fairness and affective response. Besides, this research also probes into the consumers’ cognition of fairness and affective response would possibly be affected by any interruption while consuming same products or different products. It is a touchstone on academic research.
This research employs experiment design between subjects on 2 arriving patterns (different arriving times) * 2 purchasing products (same product or different product) * 2 service order (serve first or wait a minute) and study consumers’ cognition of fairness and affective response and recognition of service quality under various different circumstances. We also use T-test, Two-Way ANOVA, and Pearson relative analysis as research instruments. Through statistics analysis, the conclusions are as follows:
In consumer's fairness cognition for the same commodity, the mood
feeling and the service quality depend on the order of arrival and service. The
first arrival should be received the first serves and the later arrival should be received the later serves.
For different commodities such as Oyster Pan Cake and Minced Pork with
Rice, there is a big difference in serving time. As to consumer's fairness cognitions, such service order is acceptable with the negative mood feeling and service quality. There is only obvious minor difference showed in the positive mood feeling caused by first come but not first served for customers.
With the same or different commodities, there is the different priorities on serve during arrival. Although the first arrival receiving the later serve is against the order of serve, the consumer could receive the back to front service order because of realizing the different serving time of foods.
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