服務人員在飯店餐廳業營運中扮演著重要的角色，透過服務人員與顧客之間的互動，使用餐體驗獲得更高的顧客滿意度。但不同的用餐型式，將帶來不同的用餐體驗與體驗價值，進而影響口碑傳遞的意願。為了解顧客參與程度對於體驗價值及口碑傳遞的影響，透過文獻回顧發展完整的研究架構與問卷。透過問卷調查法，經便利抽樣取得417份有效樣本，藉由結構方程模式分析了解在顧客參與程度不同（高參與：自助式服務；低參與：非自助式服務）之下，其用餐體驗、體驗價值、口碑傳遞之間的關係。結果發現顧客在不同參與程度的服務型態下，確實會影響各項因素，其中情感價值比功能價值更能影響口碑傳遞之意願。本研究的「顧客參與口碑傳遞模式」可提供飯店餐廳管理者在顧客參與服務決策上的參考，以促進顧客口碑傳遞。

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.

邱皓政(2004)。結構方程模式：LISREL的理論、技術與應用。台北：雙葉書廊。
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