| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 102 === Service personnel play an essential role for hotel restaurant operations. The customers’ dining experience can be promoted to reach higher satisfaction level through interactions between staffs and customers. Yet, customer’s intentions to share their experience and opinions via word-of-mouth relay on different types of dining service. Dining experience and experiential value for customers are different between Self-service and full-service. A developed framework and instrument according to literature reviews to discover the impact from customer participation to dining experience, experiential value, and the intentions to offer positive word-of-mouth. A survey was conducted and 417 valid data was retrieved from convenient sampling. The Structural Equation Modeling was employed as data analysis method to explore the relationships among dining experience, experiential value, and their word-of-mouth dependent on high (self-service) or low (full-service) customer participation. The result shows that high or low customer participation will impact related factors. Emotional value contributed more stongly to word-of-mouth than functional value. To facilitate customers’ intentions toward positive word-of-mouth spread dependent on a validated ‘Customer Participation and Word-of-Mouth Model’ in this study. Suggestions are provided as reference for hotel restaurant administrators in decision making of customer participation design.
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