挑戰不可能的距離-消費者對餐廳座位空間擁擠知覺感受之探究

Abstract

餐廳的消費空間不只是容納的功能，而是被塑造為消費情境，以滿足顧客的期望和需求。在台北市各大商圈店面租金昂貴，為了在有限的空間下增加營業額，許多餐廳業者縮減座位之間的距離，以擺放更多的桌椅，但顧客是否因此在消費過程中因使用空間侷限，與鄰桌客人過於接近，產生不愉快的消費經驗，而使消費滿意度降低。本研究將兩間台北市的餐廳分成10個座位區，以問卷調查法分析796位顧客在餐廳內因不同座位區而產生不同的空間擁擠知覺，進一步探究空間擁擠知覺是否會受到不同消費屬性特質、個人因素的干擾，以及與餐廳的評價、焦慮情緒、消費滿意度之間的關係。研究結論為：(一) 餐廳內不同座位區會影響空間擁擠知覺 (二) 消費屬性與個人因素會干擾空間擁擠知覺 (三) 空間擁擠知覺會影響消費者對餐廳的評價 (四) 產生高空間擁擠知覺，會使焦慮情緒提高，降低消費滿意度 (五) 好的餐廳必須擁有良好的餐點品質、消費價值，以及舒適不擁擠的用餐環境、親切的服務，而餐點價格為顧客的最後考量。本研究果提供實務者在安排座位的建議，不同消費屬性的顧客可接受的座位特性不同，餐廳業者可依照顧客的屬性安排座位，進而提升消費滿意度；而在學理上亦對於空間擁擠知覺的測量方法有所貢獻。Recently, the consumptive spaces in restaurants are getting considerable attentions not only from the function of capacity, but also from pursuing building well situational influence to meet the customers’ need and expectations. In Taipei city, in order tokeep economical and increase revenue,regardless the distances from table, lots ofrestaurants set tables tightly due tohigh rental. However, customers may have unpleasant consuming experiencesand repugnance to restaurants for limited personal spaces and uncomfortable spaces between tables. For this study, with 796 invited customers, the perception of crowding and dinning experiences in two restaurants in Taipei are examined. These two restaurants were divided into ten areas for investigation in light of interferences of spatial perceived crowding between personal factors and customers’ characteristic. Furthermore, the relationship among spatial perceived crowding and consumers' evaluations of service of restaurants, anxiety emotions, customer satisfaction were also examined. Numerous interesting findings emerged from the results, which are: (1) The different levels of spatialperceived crowdingwere found in different seating areas. (2) The interferences with spatial perceived crowding existed between personal factors and customers’ characteristic.(3) Spatial perceived crowding affectedconsumers' evaluations of service experiences restaurant. (4) Positive correlation between spatial perceived crowding and anxiety emotion was found, whereas negative correlation withcustomer satisfaction. (5) It must be noted that the restaurants have excellent food quality, consumption values, comfortable seats spaces and well service, whereas the prices of meals are non-priority factors.This result provides the practitioners the suggestions of seating arrangement that different customers with different properties accept different arrangement. Catering industry operators can arrange seats due to customers’ properties, and further increase consumer satisfaction. On theother side, this research is also contributive to perceived crowding measurement in academic field.