A Study of Differences in Consumer Perceived Value between Self Service and Full Service Restaurants.

• Main Authors: Yong-Jheng Lin, 林雍政
• Other Authors: Ren-Jye Shiau
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/e5568v

碩士 === 國立中興大學 === 行銷學系所 === 101 === There were conflicts between do it yourself (DIY) service and full service. DIY service emphasized letting customers enjoy themselves, but full service highlighted its excellent serving. These two types of service were common found in restaurant industry. This research wanted to find out the differences in consumer perceived value between self service and full service restaurants. However, major customers of self service restaurants in Taiwan are younger customers, so this research focused on the behavior of younger consumers. This research took the view of service separation and used a model from previous research. In research process, three variables were used to verify the model, service separation as an independent variable, service convenience and perceived risk as intervening variables, and perceived value as a dependent variable. Questionnaires were collected at two local restaurants (full and self service). There were total 409 useful questionnaires. . This research found out that service separation in restaurant industry caused lower service convenience and lower perceived value for customers. Service separation in restaurant industry had no significant differences in consumer’ perceived risk, because of customers had low perceived risks in restaurant services. The results shown that service convenience had positive influence on perceived value, and service convenience had a complete mediation effect on the relationship of service separation and perceived value. Finally, the result suggested that restaurants have to improve service convenience in increasing customers’ perceived value when restaurants providing DIY service.