A Study on the Consumer Experience of Traditional Breakfast Restaurant Based on Service Design

• Main Authors: Yi-Chi Chuang, 莊翊琦
• Other Authors: Po-Ying Chu
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/caad8w

碩士 === 大同大學 === 工業設計學系(所) === 106 === In recent years, breakfast take out life has become the habit of modern people. As many operators actively develop the breakfast market, these will definitely compress or affect traditional breakfast shops. In addition to the product itself, other added value such as service, atmosphere, convenience, etc. is also relatively important, and how to maintain a place in the traditional breakfast shop without transformation is what we need to explore. This study aims to explore service quality, customer satisfaction and repurchase intentions from the perspective of service design. We hope that this research will become the reference for future traditional breakfast shop services. The research is divided into four major stages: the definition of the first stage of the topic, the selection of research directions and purposes, and the discussion of relevant literature; the second stage is the preliminary study, the analysis of the service process of the breakfast shop through the observation method, and interviews with 20 customers. Find out the gaps in the service, and then collect 30 valid samples through questionnaires to understand the current status of the service; the third stage is design and evaluation, use the co-creation workshop to confirm the key service gap and then propose the prototype of the design. Through the actual simulation and questionnaire survey, 35 subjects were collected to evaluate the new service design; the fourth stage was the later research, data processing analysis, and conclusions and recommendations. The results of this study show that the traditional breakfast shop is generally poor for the average customer. Through the interview content, you can know that the store environment and service personnel have a considerable impact on whether customers consume. By improving the dining environment, menus, and consumer processes to fill the gap in service, during the evaluation it was also found that these have a considerable impact on whether customers come to store or not. In summary, the above research also gives the results of the research to the store's substantial recommendations for the subsequent development.