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||College of Management (Executive Master in Business Administration)|
|Type of Document
||Applying Innovation Technologies to enhance Customer Experience in Fast Food Industry|
|Date of Defense
||Restaurant Business is an important part of the Service Industry and an indispensable part of our social life. With economic growth, cultural interaction and technology advancement, restaurants are no longer just a places for eating foods, but a places for total consumption experience. This is especially true when technologies are popping up to provide more personal service to customers with high expectations. This study shows how service science methodology can be applied to the adoption of innovative technologies that helps solve service problems, fulfill the needs of customers and improve customer service holistically.|
This study starts with using the “Service Blueprint” as a tool to identify service problems in the service process. Customer feedback data were then used to identify crucial concerns of customer such as service speed and friendliness. Experts were then interviewed to find innovative technological alternatives for solving the problem. Mobile apps, McD’s SOK, robots, and table service were suggested and evaluated by a questionnaire survey. We collected data about customers’s perception of the value of these alternatives. Cost benefits analysis was then used to choose the optimal one.
The contributions of this study includes the following.We show how service science method can be applied to find innovative solutions for improving customer experience in restaurant chain such as McDonalds.Our findings can set directions for restaurants to look into their service process and use new technologies to provide personalized service to their customers. This study indicates the potential for the restaurant business to enhance in the midst of healthy competition. Both customers and stakeholders will be benefited.
||San-Yi Huang - chair|
Shu-Chun Ho - co-chair
Ting-Peng Liang - advisor
Indicate in-campus at 3 year and off-campus access at 99 year.|
|Date of Submission