探討速食餐廳之點餐機及人工點餐之體驗評價模型/A study of the experience evaluation model of ordering kiosk and counter ordering
摘要
本研究以「理論驅動之編碼」作為口語分析法，以「顧客體驗六大構面」及「使用性與使用者經驗目標」分析並歸納兩種點餐方式的體驗脈絡，並根據理論之相似性將模型進行整合與簡化，提出整合性體驗評價模型。從體驗脈絡中可知，兩種點餐情境的共同體驗評價構面為「情感、感官、認知、實用」。透過整合體驗評價模型，能應用於分析「僅人工點餐、僅點餐機點餐及同時有人工及機台點餐」此三種點餐情境。提供企業作為評估與提升顧客（使用者）體驗的參考模型。僅人工點餐的情境下，應著重於透過員工的專業訓練及彈性的應對能力，展現企業價值，與顧客產生情感上信任與滿意的連結；在僅點餐機的情境下，除了重視點餐機的效能外，也應重視點餐機的設置與外觀功能，促使顧客產生啟發使用動機的心情，在提供的服務層面，也應重視客製化需求，以達成令人滿意的體驗；在同時具備兩種點餐方式的情境下，應強化兩種點餐方式彼此無法被對方取代的優勢，透過互補的方式，使得兩者能使整體點餐體驗相輔相成。
This study utilizes “Theory-Driven Approach” as the analysis method, with “General Framework of Customer Experience” and “Usability and User Experience Goals” to analyze the experiential context of two ordering methods. Based on theoretical similarities, the model is integrated and simplified, proposing a comprehensive experiential evaluation model. The shared experiential evaluation dimensions for both ordering methods are identified as “Emotional, Sensorial, Cognitive, and Pragmatic” components. Through the integrated model, it can be applied to analyze three ordering scenarios, providing a reference model for businesses to assess and enhance customer (user) experience.
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