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題名:服務接觸中認知腳本之研究
作者:凌儀玲 引用關係
作者(外文):Yi-Ling Lin
校院名稱:國立中山大學
系所名稱:企業管理學系
指導教授:周逸衡
學位類別:博士
出版日期:2000
主題關鍵詞:服務接觸服務期望認知腳本腳本方法論歸因對等性推論service encounterservice expectationcognitive scriptscript methodologyattributioncorrespondence inference
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相對於實體產品品質的判斷,由於涉及到「看不見」、「帶不走」、「變化多」及「留不住」等特性,一般而言,服務品質的評估較之產品品質判斷益形困難,故有賴研究者研擬相關指標,進行評量與測試。而「腳本分析法」可克服傳統上測量服務期望的瓶頸,「對等推論理論」也可解釋顧客「感同身受」的歸因結果,因此透過「認知腳本」與「對等推論觀點」來切入觀察服務接觸的過程與結果,是一嶄新且可行的議題。
所謂「腳本」係指對一熟悉活動之固定循序動作所組成的認知劇情,消費者藉由列出的腳本,可以將「期望」予以操作化,同時來自自身角度的腳本堆砌,可以反應顧客過去的經驗面。但是在服務接觸過程中,若服務供應者未能按著顧客所「期望」腳本之先後順序,提供服務時,顧客心中自然而然便會產成所謂的「非預期」腳本。一旦「非預期腳本」形成,並且透過「對等推論」的發酵,顧客即可以由供應者的行為表現中,作出歸因評估與判斷。爰此,配合研究課題,本研究先針對有關「服務品質」、「服務接觸滿意」、「劇場觀念」等議題進行說明。其次,再整理「腳本理論」之定義,以指出其核心概念,並透過「對等推論理論」中的「感同深受度」實驗,操弄探討顧客對服務供應者的感受、專業表現、滿意程度與再購意圖的判斷。
本研究是以牙科就診與美髮二項日常普通的消費經驗作為情境腳本,進行測試。因為多數人對此二項服務都應該已累積相當多年的消費經驗,以研究的術語言之,即是,幾乎在每人心中。早已對此二項服務有「認知腳本」存在,因此透過操作服務供應者與顧客雙方互動模式之認知腳本的期望,可進一步作成理論模型的推導。
本研究方法是採行「質性」方式與問卷量表來搜集相關資料進行探討。為使本研究的結果達到「信」與「達」的周延與深入,本研究設計採取三種不同的研究方法:以腳本分析法(Script Method)為基礎,以重要事例分析法(Critical Incident Technique)為輔,以及以驗證模型假設的實驗設計為工具,本研究共蒐集近1100份資料(腳本:300份、重要事例:481件、實驗設計:327份),進行統計分析,得到以下五點結論:
(1) 對於熟悉的服務而言,無論是供應者或顧客心中確實都有一「認知腳本」存在,但雙方的腳本步驟不盡一致。
(2) 受試產業的供應者腳本堆砌似較顧客的腳本堆砌詳細,同時,雙方的腳本起點亦不相同,顧客的腳本起點早於供應者的腳本起點。
(3) 顧客對腳本期望失驗的結果會影響其對供應者印象、專業表現、服務滿意以及再購意圖,即「正面失驗腳本」 >「一般標準腳本」>「負面失驗腳本」
(4) 「服務腳本差異」與「感同身受高低」之間會形成交互作用,因此顧客對於服務者的表現與判斷,「感同身受度」會扮演著一中介歸因媒介,即在失驗的服務腳本(正向、負向)會受到「感同身受度」擴大效果之影響:高者更高、低者更低。換言之,正向失驗腳本中「高感同身受度者」較「低感同身受度者」會呈現較佳的供應者印象、專業表現、服務滿意以及再購意圖;反之,負向失驗腳本中「高感同身受度者」較「低感同身受度者」會形成較差的供應者印象、專業表現、服務滿意以及再購意圖。但處於一般情境下的標準腳本劇情(符合期望),由於不會感受到所謂的「對等性推論」刺激,因此「感同身受度」未形成影響作用。
(5) 顧客對服務供應者的「刻板印象」,在美髮服務上,會對「供應者印象」形成顯著干擾影響效果,但在牙科服務上,則未有干擾作用,
具體言之,由「服務接觸中認知腳本之研究」所得的驗證結果,在理論上應可增加未來相關研究對醫療與美髮服務業第一線顧客經營的瞭解;而在實務應用上亦可透過「顧客─供應者腳本」製作成服務地圖或者服務藍圖幫助管理者發展、維持或者增加顧客導向的服務,故本研究成果應可對服務模式有新的啟示。
Just as in the theatre where the actors and audience bring their role to “twist” the script, the provider and the customer bring their expectation to the service encounter. The dramaturgical view of the service encounter is an approach to understand the service consumption experience. So, the purpose of this study is to address the gap by comparing the expectations of service providers and consumers of the same service. An alternative formation of service expectation, script methodology is used to measure the expectations. Then the correspondent inference will be as the mechanism to evaluate the information provided by the ‘unexpected script’. The evaluation influence the consumers’ attributions of provider affects. Haircut and visiting a dental clinic will be selected as the context script for the study. Because those experiences were common in which almost everyone participates. They are services that many people obtain on a fairly regular basis, and almost adults have participated for many years. In the terminology of the script study, that is, it is a service for which almost everyone has a script.There are 1100 samples is usable , and the sample sizes consist three parts: 300 samples for scripts, 481 for critical incident technique, and 327 for the experiment design. There are four findings from the study:(1)For a service that customers have patronized, there are exist the cognitive scripts between the consumers and service provider. But their scripts seems are some different.(2)It seems likely that service providers possess relatively more elaborate scripts of the service encounter than do the customer(3)Deviation form consumers’ expected cognitive scripts do influence affect toward the service provider, performance with the provider, satisfaction with the provider , and consumers’ intention to visit the service again. The direction of the influences are: Negative script < General script < Positive script(4)There exists interaction effect between deviation of script and correspondence inference. For negative script condition, the direction indicated the high correspondent inference respondents had more negative provider affect, less performance, less satisfaction and less intention to return to the service. For positive script condition, the direction show that the high correspondent inference respondents had more positive provider affect, greater performance, greater satisfaction and more intention to return to the service in the future.(5)The General affect was the only component that was significantly higher in the haircut scenario.
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