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題名:以「沉浸理論」與「排隊等待結構」探討顧客之「等待時間知覺」
作者:李涵恕
校院名稱:逢甲大學
系所名稱:商學博士學位學程
指導教授:賴文祥
學位類別:博士
出版日期:2014
主題關鍵詞:沉浸理論時鐘判斷等候線形式
原始連結:連回原系統網址new window
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「等待」是影響顧客滿意度的負面因素之一,過長的等待時間不僅影響顧客的情緒,也影響顧客的滿意度,同時也降低了顧客對企業的忠誠度。由於實際等待的時間是一個可衡量的數值,如何讓顧客在排隊等候時,能產生比預期更短的等待時間,是改善顧客滿意度的作法之一。本研究藉由環境刺激的方式,提出降低顧客對於實際等待時間的認知,進而降低顧客等待情緒,以提升顧客滿意度。本研究針對顧客的「等待時間知覺」以無播放型節目、連續播放型節目、非連續播放型節目的三種情境下,以「沉浸理論」與「排隊等待結構」中受情緒干擾、等待容忍度、以及情緒類別進行量化研究。本研究以雙因子變量分析 (two-way ANOVA),除了以「沉浸理論」與「排隊等待結構」分析顧客之「等待時間知覺」之外,更進一步探討因子間是否有明顯之交互作用。本研究發現,若顧客排隊等待是無可避免時,企業應提供連續播放型節目,並採取不規則的排隊等待隊形,以減少顧客的「等待時間知覺」,以提升顧客對企業的忠誠度。
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