| Summary: | 碩士 === 致理技術學院 === 服務業經營管理研究所 === 99 === With the rapid development of technology, many enterprises expend their business to the digital virtual market and set up websites for product advertisement. Many restaurants are also following the trend. Therefore, the interface of websites becomes more and more important to restaurants. In order to stand out from other competitors, one of the most brilliant strategies is to improve the service quality of websites would.
This research uses Wang Steak and T.G.I. Friday as examples of the classification basis of restaurant website service quality dimensions (information quality, system quality and service quality of three dimensions). And use asymmetric effect to explore the asymmetric reaction of restaurant website service quality in terms of loss and gain from the customer perception. This method can more precisely understand customer satisfaction and trust towards a website which in turn to understand the effects of customer satisfaction and trust on customer behavioral intentions.
The research results confirm the existence of asymmetric effects between the restaurant website quality and customer satisfaction and trust (for example, the asymmetric effect occurs between system quality and customer satisfaction and trust in the cases of two restaurants). Further, customer's satisfaction and trust have positive significantly effect on their behavioral intentions. Finally, based on the research findings, the relevant management implications are provided as a reference for future academic studies and website services operating.
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