服務接觸的印象與購買意願之探討

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服務接觸的印象與購買意願之探討

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摘要(中)

根據行政院主計處所公佈的九十年工商普查調查報告，服務業占整體產值的比重愈來愈高，服務部門對就業之貢獻也持續增加，這可以看出，服務在日常生活中愈來愈重要。觀察周遭的消費現象發現，當我們接受了某項服務之後 (服務接觸) ，會對服務提供者形成某種印象，例如，在接受了某個服務提供者的服務之後，我們會覺得這位服務人員的服務不錯 (不好) ，甚至會覺得這家服務公司不錯 (不好) ，果真如此，那麼，服務接觸後的印象，不僅對個別的服務提供者，甚至對公司、品牌將會是一大挑戰。
有關服務接觸的文獻大多集中在員工與顧客之間的互動 (Brown et al. 1994)，Folkes and Patrick (2003) 以服務期望與服務行為探討消費者對個別、服務公司、產業中服務提供者的印象，但是，印象的形成，可能與消費者消費時自身的狀態有關。所以，研究者考慮了消費者的事前情緒與與產品涉入等變數，加以了解消費者對服務提供者的印象評估及其購買意願。
因此，本研究選擇健身中心為實驗標的，以3 X 2 X 2 的實驗設計，探討服務期望、消費者情緒、服務行為，對個別服務提供者、服務公司與服務產業的印象，以及消費者的購買意願。所得到的結論為：
1. 不同的服務期望對於個別、服務公司與服務產業服務提供者的印象與購買願沒有顯著影響。
2. 消費者情緒會影響對個別、服務產業服務提供者的印象與購買意願。
3. 服務行為會影響消費者對個別、服務公司、服務產業服務提供者的印象與購買意願。
4. 產品涉入會影響消費者對服務提供者的印象評估與購買意願。
5. 服務期望與消費者情緒對服務提供者的印象評估以及購買意願並沒有交互作用。但是，服務期望與服務行為對個別服務提供者的印象評估、購買意願有影響。
消費者情緒與服務行為的交互作用，會影響消費者對服務公司的印象，及其購買意願。這顯示印象的評估會影響到公司品牌、公司聲譽，以及消費者的購買意願。至於服務期望、消費者情緒、服務行為，則是會影響到消費者對個別服務提供者的印象與產業中服務提供者的印象。
根據研究結論提出以下建議：
1. 服務期望的管理
雖然服務期望在主效果檢定並不顯著，但這並不表示服務期望不重要。因為研究中發現，正面期望、負面期望，對服務提供者的印象都高於對服務沒有期望
的消費者，因此，期望的建立，有助於印象的建立，這對於增加消費者品牌的喚引集合有幫助。
2. 加強第一線服務接觸者的訓練與標準化作業流程
研究中所設計的不友善行為，在各種服務過程中很常見，第一線服務接觸者與服務組織恐怕不是很清楚知道這對於印象與購買有大大的負面影響。Cina (1989) 認為品質是公司的顧客來定義，由員工來創造。在競爭激烈的服務時代，也就決定了服務的差異化。因此，服務組織可以對提供良好服務的員工給予激勵。
3. 建立良好的顧客印象
Johns (2001) 指出，人們購買產品或服務，其實是購買「人」。如果銷售人員能帶給顧客較好的印象，就能與之建立較好的關係，愈接近銷售。

關鍵字(中)

★ 服務提供者
★ 服務接觸
★ 服務行為
★ 消費者情緒
★ 產品涉入
★ 印象
★ 服務期望

關鍵字(英)

★ Product Involvement
★ Service Behavior
★ Emotion
★ Service Expectation
★ Purchase Intention
★ Impression

論文目次

目錄
第一章緒論
第一節研究動機………………………………………………………………… 1
第二節研究目的………………………………………………………………… 3
第三節研究流程………………………………………………………………… 4
第四節論文結構………………………………………………………………… 5
第二章文獻探討
第一節服務的定義……………………………………………………………… 6
第二節服務接觸………………………………………………………………… 8
第三節服務期望………………………………………………………………… 13
第四節消費者情緒……………………………………………………………… 17
第五節產品涉入………………………………………………………………… 19
第六節服務印象與推論………………………………………………………… 24
第七節購買意願………………………………………………………………… 25
第三章研究方法
第一節研究架構………………………………………………………………… 28
第二節研究推論與假說………………………………………………………… 29
第三節變數定義與衡量………………………………………………………… 43
第四節問卷設計………………………………………………………………… 47
第五節研究方法與選擇………………………………………………………… 54
第四章研究結果
第一節樣本描述………………………………………………………………… 56
第二節操弄檢定………………………………………………………………… 57
第三節主要效果檢定…………………………………………………………… 59
第四節干擾變數檢定…………………………………………………………… 61
第五節自變數交互作用檢定…………………………………………………… 69
第六節三因子檢定……………………………………………………………… 77
第七節假說驗證………………………………………………………………… 82
第五章結論與建議
第一節研究結論………………………………………………………………… 87
第二節行銷上的貢獻…………………………………………………………… 90
第三節研究限制與未來研究方向……………………………………………… 92
V
參考文獻 ………………………………………………………………………… 93
附錄
正面情緒問卷………………………………………………………………………102
中性情緒問卷………………………………………………………………………106

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2004-7-19

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