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題名:顧客參與對服務品質與付小費意圖關係之研究—以國際文化差異為干擾變數
作者:陳欣怡
作者(外文):Hsin-Yi Chen
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:謝安田
學位類別:博士
出版日期:2010
主題關鍵詞:顧客參與付小費意圖服務品質國際文化差異customer participationintention to tipservice qualityinternational culture difference
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顧客參與越多,顧客取代了員工部分的工作,則顧客認為員工投入的努力不夠,而原本視為是獎勵服務人員辛勤努力服務的小費行為可能會因而受到影響。但從另一觀點而言,顧客參與越多,買賣雙方有更佳的互動與溝通,服務人員將提供更符合顧客需求的產品與服務,並營造出更愉快的消費體驗,則為了維繫良好的社會關係所建立的小費行為似乎也越正向。由以上兩方邏輯推論似乎有不同的解釋也未有實證研究加以分析。同時,經由研究推論發現,服務品質對於顧客參與和付小費意圖間似乎扮演某種角色;此外,隨著顧客所處的文化差異似乎對顧客參與和付小費意圖兩者間之關係產生不同的影響;然,此些研究推論並無法獲得實證研究的支持,因而本研究主要在於回答上述之問題。
本研究透過問卷發放的方式總共發放了500份問卷,回收356份並扣除填答不完全之問卷27份,共計回收有效問卷329份,有效回收率達65.8%。
研究結果顯示,首先,顧客參與對於付小費意圖具有顯著正向影響。再者,服務品質在顧客參與和付小費意圖間扮演部份中介效果的角色。最後,國際文化差異的不同對顧客參與和付小費意圖間關係不具干擾效果。根據研究的結果,本研究提出了進一步的討論,並對後續研究與管理實務提出了建議,同時,也對研究限制提出了說明。
With increased customer participation, the customer replaces part of the employee’s work. As the customer believes the employee’s dedicated efforts is not adequate, the tip that is generally offered as a form of incentive for service employee’s efforts could be affected. On the other hand, with increased customer participation, buyer and sellers have better interaction and communication. To provide products and services that are more compatible with customer needs, as well as shape a more happy consumption experience, the tip behavior, which is established to preserve fine social relationships, should become more positive. The above forms of logical inference offer different interpretations of tip behavior but they are not examined by empirical research. At the same time, according to literature, service quality appears to serve a role in the relationship between customer participation and intention to tip. In addition, the international culture difference of customers seems to moderate the relationship between customer participation and intention to tip. However, the above inferences are also not supported by empirical studies. Therefore, the research purpose of this study is to answer the above problems.
Of the 500 surveys distributed by this study, 356 were returned. After removing incomplete questionnaires, 329 effective surveys were collected, or a response rate of 65.8%.
Empirical findings showed that customer participation is significantly and positive related intention to tip. Also, service quality is a mediator of the relationship between customer participation and intention to tip. Moreover, international culture difference does not have a moderating effect on the relationship between customer participation and intention to tip. According to the research results, this study provides further discussion, suggestions on future research, and managerial implications. Also, several limitations of this research are explained.
中文部分
行政院主計處(2008),2006年工商服務業普查總報告[線上資料],來源:http://www.dgbas.gov.tw/ct.asp?xItem=532&ctNo- de=3266[2009, August 20] 。
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