從餐廳體驗到訂閱經濟：冷凍調理食品的體驗行銷與顧客忠誠

Abstract

隨著餐飲市場競爭加劇與便利飲食需求提升，餐廳透過冷凍調理食品延伸其服務場域，逐漸形成從餐廳體驗到居家訂購的消費模式。然而，不同消費情境下的體驗感受及其對忠誠行為的影響欠缺系統性研究。因此，本研究以體驗行銷理論為基礎，採取量化與質性併行的混合式研究設計，探討餐廳體驗與冷凍調理食品訂購體驗之間的關聯性，以及其對顧客忠誠度的影響。量化調查係以網路問卷蒐集具有餐廳消費與冷凍調理食品購買經驗之消費者回饋；質性研究則透過深度訪談方式蒐集產業專家意見，以補充量化研究所無法呈現之產業觀點與消費脈絡。 量化研究結果顯示，消費者在餐廳情境中會較重視服務流程、環境氛圍與餐點品質等體驗要素，而在冷凍調理食品情境中則更重視產品標示資訊、食品安全認證與便利性。此外，體驗行銷各構面皆對冷凍調理食品之顧客忠誠具有顯著的影響，其中又以與生活價值、情感連結及社群認同相關之體驗面向，對於再次購買、推薦他人或訂閱服務等忠誠行為具有較高的影響力。研究續發現，具備特殊需求導向、符合個人價值觀或由專業人士設計之冷凍調理食品，有助提升消費者對餐廳品牌之忠誠度。 質性研究結果指出，餐廳用餐與冷凍調理食品消費屬於兩種不同的體驗情境，前者著重即時的服務互動與整體用餐氛圍，後者則偏向延續餐廳品牌體驗並結合居家料理的便利性。專家認為，若餐廳能將招牌菜、功夫菜或特色湯品等具記憶點之料理轉化為冷凍調理食品，並搭配訂閱服務或會員制度，將有助於建立長期顧客關係。此外，產品安全標示、品牌信任與價值認同，亦是促進消費者持續購買冷凍調理食品的重要因素。整體而言，本研究顯示出餐廳體驗與冷凍調理食品體驗具有互補關係，透過體驗行銷策略可有效強化顧客忠誠並促進長期消費關係。

As competition intensifies in the catering market and the demand for convenient dining increases, restaurants are extending their service scope by creating frozen prepared foods that can be consumed within their restaurants or at customers’ homes. However, systematic research on the experiences of customers in different consumption scenarios is lacking, and the effects of this new consumption model on loyalty behavior are unclear. The present study employed experiential marketing theory and adopted a mixed-methods research design to explore the relationship between restaurant dining experience and frozen prepared food ordering experience and the effects of these experiences on customer loyalty. The study (1) surveyed consumers who had experience eating at restaurants and purchasing frozen prepared food and (2) interviewed industry experts. Consumer feedback was collected using an online questionnaire, and opinions from industry experts were obtained using in-depth interviews. Qualitative data collected from the industry experts served to supplement the consumer trends identified in the quantitative analysis. The survey results indicated that experiential factors such as service process, atmosphere, and food quality were prioritized in restaurant settings and that product labeling information, food safety certification, and convenience were prioritized in frozen prepared food settings. Furthermore, most dimensions of experiential marketing had a significant effect on customer loyalty for frozen prepared foods. For example, life values, emotional connection, and community identity strongly influenced loyalty behaviors such as repeat purchases, referrals to others, and subscriptions. The results also indicated that frozen prepared foods that are tailored to specific needs, align with personal values, or are designed by professionals can help increase consumer loyalty. Qualitative results revealed that restaurant dining and frozen prepared food consumption belong to two different experiential scenarios. Restaurant dining emphasizes immediate service interaction and the overall dining atmosphere, whereas frozen prepared food consumption combines the restaurant dining experience with the convenience of home cooking. Restaurants may build long-term customer relationships by transforming their signature dishes, specialties, and unique soups into frozen prepared foods that are available as part of a subscription service or membership program. Product safety labeling, brand trust, and value recognition are crucial factors encouraging consumers to continue purchasing frozen prepared foods. Overall, the findings of this study demonstrate that restaurant dining experiences and frozen prepared food experiences are complementary and that experiential marketing strategies can effectively enhance customer loyalty and promote long-term consumer relationships.