淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


系統識別號 U0002-3006202013335200
中文論文名稱 顧客導向影響顧客行為意圖之研究-以麥當勞自助服務科技為例
英文論文名稱 The Influence of Customer Orientation on Behavioral Intentions : In the case of McDonald Self-Service Technology
校院名稱 淡江大學
系所名稱(中) 管理科學學系企業經營碩士班
系所名稱(英) Master's Program In Business And Management, Department Of Management Sciences
學年度 108
學期 2
出版年 109
研究生中文姓名 張家慈
研究生英文姓名 Chia-Tzu Chang
學號 607620035
學位類別 碩士
語文別 中文
口試日期 2020-06-24
論文頁數 71頁
口試委員 指導教授-陳水蓮
委員-陳水蓮
委員-李培齊
委員-康信鴻
中文關鍵字 顧客導向  知覺便利性  自助服務科技  服務創新  行為意圖 
英文關鍵字 Customer orientation  Perceived convenience  Self-Service Technology  Service Innovation  Behavioral Intentions 
學科別分類
中文摘要 科技的變遷與進步,同時為生活增加了便利性,自助服務科技為企業提供服務給顧客的新趨勢,而企業如何以顧客視角搭配服務創新在滿意度與行為意圖上給顧客帶來影響?故本研究從顧客導向為出發點,並結合知覺便利性、自助服務科技之品質、服務創新來探討顧客在使用自助服務科技後對行為意圖是否會有影響。本研究對象以曾使用麥當勞自助點餐機進行消費的顧客。紙本及網路問卷為本研究進行調查的方式,最終回收942份有效問卷,用以執行數據分析方式為 SPSS AMOS 20.0,研究結果如下 : 一、顧客導向對知覺便利性存在正向關係;二、顧客導向對自助點餐機品質存在正向關係;三、顧客導向對服務創新有存在正向關係;四、顧客滿意度對顧客行為意圖存在正向關係。
本研究最後綜合研究成果針對速食連鎖餐飲業對管理意涵的看法進一步詳描並且提出有助於未來研究之建議與討論,為後續研究提供一個參考依據。
英文摘要 With the rapid change and development of technology, it brings convenience to our life.Self-service technology provides a new trend for companies to provide services to customers today, and how companies can use the innovation of services from the perspective of customers to impact of customer satisfaction and behavior intention? Therefore, this research’s purpose is based on customer orientation join perceived convenience , the quality of self-service technology(SST) and service innovation to explore the impact of customers on behavior intention after make using of self-service technology(SST). This research object is who have used McDonald's self-service ordering machine. In this study method was used paper questionnaires and online questionnaires. Finally , we collected 942 valid questionnaires, in order to analyze data we used SPSS AMOS 20.0 to deal with the data . This research results are as follows:(1) Customer orientation has a positive association with perceive convenience.(2) Customer orientation has a positive association with the quality of self-service ordering machines.(3)Customer orientation has a positive association with service innovation.(4)Customer satisfaction has a positive association with customer behavior intentions. Finally, this research synthesize results put forward management implications and research in the future then provide follow-up researchers suggestions.
論文目次 中文摘要 I
英文摘要 II
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1研究背景與動機 1
1.2研究問題與目的 3
1.3研究流程 4
第二章 文獻探討 5
2.1 顧客導向 5
2.2 知覺便利性 6
2.3自助點餐機品質 7
2.4服務創新 8
2.4.1漸進型服務創新(Incremental Service Innovation) 10
2.4.2突破型服務創新(Radical Service Innovation) 10
2.4.3小結 11
2.5 顧客滿意度 11
2.6 行為意圖 12
2.7 研究架構與假設 15
2.7.1顧客導向與知覺便利性間的關係 15
2.7.2顧客導向與自助點餐機品質間的關係 15
2.7.3 顧客導向與服務創新間的關係 15
2.7.4知覺便利性對顧客滿意度間的關係 16
2.7.5自助點餐機品質對顧客滿意度間的關係 16
2.7.6服務創新對顧客滿意度間的關係 17
2.7.7顧客滿意度與行為意圖間的關係 17
2.7.8研究架構 18
第三章 研究方法 19
3.1研究設計 19
3.2研究變量操作型定義及衡量 19
3.2.1顧客導向 19
3.2.2知覺便利性 20
3.2.4服務創新 22
3.2.6行為意圖 23
3.3研究對象及抽樣設計 25
3.4資料分析方法 27
第四章 資料分析 29
4.1樣本基本資料分析 29
4.1.1受訪者基本資料分析 29
4.2測量模型分析 31
4.3信度分析 34
4.3.1Cronbach’s α值 34
4.3.2組成信度(Composite Reliabilities, CR) 35
4.4效度分析 35
4.4.1收斂效度 35
4.4.2區別效度 36
4.5結構模型 40
4.6線性結構模式評估與假設檢定 42
4.7中介效果 45
第五章 結論與建議 47
5.1研究結論 47
5.1.1顧客導向對知覺便利性之影響 47
5.1.2顧客導向與自助點餐機品質之影響 48
5.1.3顧客導向與服務創新之影響 49
5.1.4知覺便利性對顧客滿意度之影響 50
5.1.5自助點餐機品質與顧客滿意度之影響 50
5.1.6服務創新與顧客滿意度之影響 51
5.1.7顧客滿意度與行為意圖之影響 52
5.2管理意涵 53
5.3研究限制與建議 55
參考文獻 57
中文文獻 57
英文文獻 58
網路文獻 67
附錄 68
圖1-1研究流程圖 4
圖2-1研究地圖 14
圖4-1路徑係數結果圖 42
表3- 1衡量問題及資料來源Ⅰ 21
表3- 2衡量問題及資料來源Ⅱ 24
表3-3問卷樣本資料統計表 26
表4-1受訪者基本資料統計表 30
表4-2驗證性因素分析測量指標 33
表4-3信度與效度分析表 37
表4-4限制模型與原始卡方值差異比較 38
表4-5信賴區間分析表 39
表4-6結構方程模型配適度指標 41
表4-7線性結構模式評估之結果 44
表4-8中介模型之直接與間接效果結果表 46
參考文獻 中文文獻
林南宏、曾家渝(2018)。顧客導向和銷售導向對滿意度、信任及顧客關
績效的影響-銀行業的實證結果。北商學報,(34),25-57。
林少龍、繆敏志 (2017)。員工顧客導向特質對情緒勞動之影響:主管顧客導向
特質重要嗎? 組織與管理,11(14),131-158。
英文文獻
Anderson ,E.W. , Fornell ,C. , &Lehmann, D.R.(1994).Customer Satisfaction, Market
Share,and Profitability: Findings from Sweden , Journal of Marketing, 3 , 53-66.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice:
A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models.
Journal of the Academy of Marketing Science, 16, 74-94.
Baines, T., & Lightfoot, H. W. (2014). Servitization of the manufacturing firm: Exploringthe
operations practices and technologies that deliver advanced services. International Journal of Operations & Production Management, 34(1), 2–35.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions.
Annals of Tourism Research, 27(3), 785–804.
Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience.
Journal of Marketing, 66(3), 1–17.
Bilderbeek, R., Den Hertog, P., Marklund, G.., and Miles, I. (1998). Services in Innovation:
Knowledge Intensive Business Services(KIBS) as Co-producers of Innovation. Report of SI4S project, Step Group.
Bland, J.M., Altman, D.G.(1997). Cronbach's alpha. BMJ , 314, 572.
Brown, T. J., Mowen, J. C., Donavan, D. T., & Licata, J. W. (2002). The customer orientation
of service workers: Personality trait effects on self and supervisor performance ratings. Journal of Marketing Research, 39(1), 110-119.
Bygstad, B. & Lanestedt, G. (2009). ICT based service innovation – A challenge for project
management. International Journal of Project Management , 27(3), 234-242.
Chang , C.-C. , Yan , C.-F. , &Tseng , J.-S.(2012). Perceived convenience in an
extendedtechnology acceptance model: Mobile technology and English learning for college students .Australasian Journal of Educational Technology , 28(5), 809- 882.
Chen, C.-F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and
behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
Chen, C-F., Tsai, D-C. (2007). How destination image and evaluative factors affect
behavioral intentions? . Tourism Management , 28(4) , 1115-1122.
Chen, J. K., Batchuluun, A., Batnasan, J. (2015). Services innovation impact to customer
satisfaction and customer value enhancement in airport. Technology in Society, 43, 219-230.
Cheng, C.C. and Krumwiede, D. (2012). The role of service innovation in the market
orientation – new service performance linkage.Technovation, 32 (7), 487-497.
Chiang , C-F. (2018). Influences of price, service convenience, and social service scape on
post-purchase process of capsule hotels. Asia Pacific Journal of Tourism Research, 23(4), 373-384.
Copeland, M.T., (1923). Relation of Consumers’ Buying Habits of Marketing Methods .
Harvard Business Review, (1), 282-289.
Dabholkar, P.A. (1996).Consumer evaluations of new technology-based self-service options:
An investigation of alternative models of service quality. International Journal of Research in Marketing, 13(1), 29-51.
Dabholkar, P.A., Bobbit, M.L., &Lee, E.-J.(2003). Understanding consumer motivation and
behavior related to self-scanning in retailing. Implications for strategy and research on technology based self-service. International Journal of Service Industry Management , 14 (1), 59–95.
Dedeoglu, B. B., Bilgihan, A., Ye, B. H., Buonincontri, P., & Okumus, F. (2018).
The impactof servicescape onhedonic value and behavioral intentions: The importance of previous experience. International Journal of Hospitality Management, 72, 10-20.
Den Hertog, P. (2000). Knowledge-intensive business services as co-producers of innovation.
International Journal of Innovation Management, 4(4), 491–528.
Deshpandé, R., Farley, J. U., & Webster, F. E., Jr. (1993). Corporate culture,
Customer orientation, and innovativeness in Japanese firms: A quadrad analysis. The Journal of Marketing, 57(1), 23–37.
DeVellis, R. F. (1991). Scale development: Theory and applications.
Newbury Park, CA: Sage.
Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A Confirmatory Factor Analysis of
the End-User Computing Satisfaction Instrument. MIS Quarterly, 12(2), 259-274.
Durst, S., Mention, A.L.,& Poutanen, P. (2015). Service innovation and its impact:
What do we know about? , Investigaciones Europeas, 21, 65-72.
Eoghan, C. , & Kathryn C.(2016). Self-service technology adoption: An analysis of customer
to technology interactions. Procedia Computer Science ,100 , 103-109.
Fornell,C.(1992).A National Customer Satisfaction Barometer: The Swedish Experience.
Journal of Marketing, 56(1), 6-21.
Fornell, C., and Larcker, D. F. (1981). Evaluating structural equation models with
unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Foss, B. & Stone, M. (2001). Successful Customer Relationship Marketing:
New thinking,new strategies, new tools for getting closer to your customers, Kogan Page, London.
Gallouj, F., & Weinstein, O. (1997). Innovation in services .
Research Policy, 26(4-5), 537–555.
Gebauer, H., Gustafsson, A., & Witell, L. (2011). Competitive advantage through service
differentiation by manufacturing companies. Journal of Business Research, 64(12), 1270–1280.
Grant, R. M. (1991). The resource-based theory of competitive advantage: Implications for
strategy formulation. California Management Review, 33, 114-135.


Grönroos, C. (1985), Internal Marketing - Theory and Practice. in T.M. Block, G.D.
Upah & V.A. Zeithaml (Eds.). Services Marketing in a Changing Environment, 41-47. Chicago: American Marketing Association
Gruca , T.S.& Rego,L.L. (2005), Customer Satisfaction, Cash Flow, and Shareholder Value.
Journal of Marketing , 69, 115-130.
Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E. (2010).
Multivariate Data Analysis, 7.
Hallowell, R. (1996). The Relationship of Customer Satisfaction, Customer Loyalty,
and Profitability: An Empirical Study. The International Journal of Service Industry Management, 7 (4), 27–42.
Hidayat, N.(2018).The Effect of Knowledge Sharing on the Service Innovation
Performance:An Empirical Study on Restaurant in North Kalimantan, Indonesia . Jurnal Metris, 19, 31–36.
Hulin, C., Netemeyer, R., & Cudeck, R. (2001). Can a reliability coefficient be too high?
Journal of ConsumerPsychology, 10, 55-58.
Iglesias, O., Markovic, S.,& Rialp, J.(2019).How does sensory brand experience influence
brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy . Journal of Business Research , 96, 343-354.
ISBN: 0-07-047849-X
Kanga, J. , & Hyun, S. S. (2012). Effective Communication Styles For The
Customer-Oriented Service Employee: Inducing Dedicational Behaviors In Luxury Restaurant Patrons. International Journal of Hospitality Management, 31(3), 772-785.
Kim, Y.-H.(2013) . A Study on the Effects of Perceived Convenience and Usefulness of
a Customary Restaurant on Behavioral Intention to Revisit . Culinary Science & Hospitality Research , 19(5) , 234 – 248.
Lee , J. , Kao , A . H., &Yang , H.(2014) Service Innovation and Smart Analytics for Industry
4.0 and Big Data Environment . Procedia CIRP , 16 , 3-8.
Li, M., & Huang, S. (2019). Understanding Customers’ Continuance Intentions Toward
In-Lobby Self-Service Technologies , Front Psychol, 10, 332.
Maslow, A.H. (1943). A theory of human motivation.
Psychological Review, 50 (4), 370–396.
McDougall, G.H.G., & Levesque, T. (2000), Customer satisfaction with services:
putting perceived value into the equation. Journal of Services Marketing, 14(5), 392-410.
Meuter, M., Ostrom, A., Roundtree, R., & Bitner, M. J. (2000). Self-service technologies :
Understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50−64.
MÖller, K., Rajala, R. and Westerlund, M. (2008).Service innovation myopia? A new recipe
for client-provider value creation. California Management Review, 50(3), 31-48.
Muhammad ,S. I., Masood ,U.H., & Ume H.(2018).Impact of self-service technology (SST)
service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Journal of Cogent Business & Management, (5) , 1-23.
Myhren, P., Witell, L., Gustafsson, A., & Gebauer, H., (2018). Incremental and radical open
service innovation. Journal of Services Marketing, 32(2), 101-112.
Nguyen, C. , Nguyen ,D.,& Do,T. (2019) , The Determinants of Customer Satisfaction in
Fast Food Industry: The Case Study of KFC Viet Nam . Humanities and Social Science Research, 2(2) ,1-8.
Nunnally, J.C. and Bernstein, I. (1994). Psychometric theory. New York: McGraw-Hill
Onderwater , M. , Boisjoly , G. ,& El-Geneidy, A.(2019) , Influence of Travel Behavior,
Personal Preferences, and Lifestyle on Perceived Convenience to Amenities among Calgary Residents . Journal of the Transportation Research Board , 2673 (8), 508-522.
Parasuraman, A., Zeithaml, Valarie A., & Berry Leonard L. (1988).SERVQUAL: A
Mutiple-Item Scale for Measuring consumer perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Parasuraman,A.,Zeithamal,V.A.&Berry,L.L(1996).The Behavioral Consequences of
Service Quality. Journal of Marketing, 60(2), 31-46.
Pham, Q., Tran, X., Misra, S., Maskeliūnas, R.,& Damaševičius, R. (2018).
Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability , 10 (2), 1–14.
Pleger Bebko, C. (2000). Service intangibility and its impact on consumer expectations of
service quality. Journal of Services Marketing, 14(1), 9-26,
Rastegar,N. (2018) Adoption of Self-service Kiosks in Quick-service Restaurants .
Guelph, Ontario, Canada ,University of Guelph.
Reichheld, F., & W. E. Sasser Jr. (1994).Zero Defections: Quality Comes to Services.
Harvard Business Review, 68(5), 105–111.

Renko, M., Carsrud, A., & Brännback, M. (2009). The effect of a market orientation,
entrepreneurial orientation, and technological capability on innovativeness: A study of young biotechnology ventures in the United States and in Scandinavia. Journal of Small Business Management, 47(3), 331-369.
Ryu, K., Han, H., Jang, S.(2010). Relationships among hedonic and utilitarian values ,
satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22 (3), 416–432.
Ryu, K., Lee, H., & Kim, W. (2012). The influence of the quality of the physical environment,
food , and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200–223.
Sa, M. L. L., Choon-Yin, S., Chai, Y. K., & Joo, J. H. A. (2019). Knowledge creation process ,
customer orientation and firm performance: Evidence from small hotels in Malaysia. Asia Pacific Management Review, 1029-3132.
Salunke, S., Weerawardena, J.& McColl-Kennedy, J.R,(2019). The central role of
Knowledge integration capability in service innovation-based competitive strategy . Industrial Marketing Management , 76 , 144-156.
Seiders, K., Berry, L.L. & Gresham, L. (2000), Attention retailers: how convenient is your
convenience strategy?. Sloan Management Review, 49 (3), 79-90.
Silveira, A., Amaral, S., Castro, A.R., Monteiro, E., Pimentel, F. , & Sequeira, T. (2018).
Cancer Palliative Care: Technology Support for Quality of Life Assessment of Family Caregivers. Procedia Computer Science, 138, 294-302.
Skålén, P., Gummerus, J., von Koskull, C., & Magnusson, P. R. (2014). Exploring value
propositions and service innovation: A service-dominant logic study. Journal of the , Academy of Marketing Science, 43(2), 137–158.
Storey, C., Cankurtaran, P., Papastathopoulou, P., & Hultink, E. J. (2016). Success factors
for service innovation: A meta-analysis. Journal of Product Innovation Management, 33(5), 527–548.
Teng, Y. M., & Wu, K. S. (2019). Sustainability development in hospitality: The effect of
perceived value on customers' green restaurant behavioral intention. Sustainability,11(7), 1987.
Theoharakis, V. ,& Hooley, G. (2008). Customer Orientation and Innovativeness: Differing
Roles in New and Old Europe, International Journal of Research in Marketing, 25(1), 69–79.
Tsou , H-T. ,& Chen , L-J. (2018). The Influence of Service Innovation Capability for
Self‐Service Technology Investment . Canadian Journal of Administrative Sciences, 36(44), 544-558
Udo, G.J. , Bagchi, K.K. , Kirs, P.J. (2001). Using SERVQUAL to assess the quality of
e-learning experience.Computers in Human Behavior , 27(3), 1272-1283.
Vakulenko, Y., Oghazi, P., & HellstrÖm, D. (2019). Innovative framework for self-service
kiosks: Integrating customer value knowledge. Journal of Innovation & Knowledge, 4(4) , 262-268.
World of Banking. (1986). Australian bank sets the pace for automated branches,
5(5), 31-32.
Yang, S.-Y., & Tsai, K.-H. (2019). Lifting the veil on the link between absorptive capacity
and innovation: The roles of cross-functional integration and customer orientation. Industrial Marketing Management. 82, 117–130.
網路文獻
新型冠狀病毒資訊,衛生福利部疾病管制署(2020)。取自
https://www.cdc.gov.tw/Category/QAPage/B5ttQxRgFUZlRFPS1dRliw
新冠疫情對台灣餐飲業之影響,經濟日報(2020)。取自
https://money.udn.com/money/story/5648/4545357
麥當勞削減服務 新加坡分店全關日本停堂食,點新聞(2020)。取自
https://old.dotdotnews.com/2020/04/19/breakingnews
麥當勞、星巴克在中國推「無接觸式」取餐送餐,鉅亨新聞(2020)。取自
https://news.cnyes.com/news/id/4443565
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2025-07-14公開。
  • 同意授權瀏覽/列印電子全文服務,於2025-07-14起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2486 或 來信