Experience through Touchpoints of Made to Order Restaurant Consumers

Abstract

T

he objectives of this study were 1) to study experience through touchpoints of made to order restaurant consumers, and 2) to compare experience through touchpoints among different age groups of made to order restaurant consumers. The sample used in this study were 229 male and female aged between 25-60 years-old consumers. A questionnaire was employed as a research instrument. Data were analyzed by using Descriptive Statistics such as Percentage, Mean, and Standard Deviation, and Inferential Statistic such as t-test. The findings revealed that: (1) overall, made to order restaurant consumers had good experience at the medium level. The best experience through touchpoints for made to order restaurant consumers was static touchpoints, following by human touchpoints and digital touchpoints respectively; and (2) made to order restaurant consumers with different age groups were no significantly difference in experience through human touchpoints and static touchpoints, but only digital touchpoints were statistically significant difference at 0.05 level.