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題名:服務接觸2.0下顧客體驗之前因與結果——以顧客旅程設計為調節變數
作者:邱元煒
作者(外文):Yuan-Wei Qiu
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:巫喜瑞
學位類別:博士
出版日期:2021
主題關鍵詞:體驗行銷服務接觸要素顧客旅程顧客公民行為全通路零售experiential marketingservice encounters elementscustomer journeycustomer citizenship behavioromni-channel retailing
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消費社會,顧客體驗至關重要,但卻面臨巨大挑戰,實體、數位與社交相
融合的新環境的出現導致顧客體驗發生革命性變化。作為顧客體驗最主要的前
因服務接觸也發展出服務接觸2.0概念框架,正適應了這種新環境的變化。本
研究率先發展出一個服務接觸2.0三要素(包括環境要素、員工要素與顧客要
素)的操作性架構,並整合了顧客旅程設計、顧客公民行為等在新環境下十分
重要的概念,以全通路零售為情境,以問卷法透過網路調查平台蒐集資料。最
終獲得有效問卷2031份,剔除品質不佳及不符合立意抽樣標準的問卷後,剩餘
合格樣本1049個,以結構方程模型對合格樣本資料進行分析。綜觀調查過程及
統計分析結果,可以看出:(1)實體、數位與社交相融合的混合環境正在中國的
大中城市迅速形成,新環境下的顧客體驗確有極大變化。(2)服務接觸2.0仍然
是顧客體驗最重要的前因,其三要素皆對顧客的體驗價值具有正向影響,但解
釋力有很大變化:在服務接觸三要素中,環境要素的解釋力最強,大於其他二
者之和;在服務接觸2.0三要素中,顧客要素的解釋力最強,大於其他二者之
和。(3)顧客旅程設計之主題凝聚力、一致性與情境敏感度在服務接觸2.0三要
素與體驗價值之間都具有正向調節作用,即顧客旅程設計可以增強服務對顧客
體驗的影響力。(4)顧客體驗不僅可以直接建立顧客忠誠,而且比顧客滿意(關
係品質)更能夠影響顧客公民行為。最後,依據研究結果闡明理論意涵、實務
意涵,並為未來研究提供建議。
Customer experience is crucial in the consumer society and it currently faces huge challenges. The emergence of a new environment such as physical, digital and social integration has led to revolutionary changes in customer experience. As the most important antecedent of customer experience, service encounter has also developed Service Encounter 2.0, which is adapting to the changes in this new environment. This research is the first to develop an operational framework of the three elements of Service Encounter 2.0 (i.e., environmental elements, employee elements, and customer elements), and integrates the concepts of customer journey design, customer citizenship behavior, and other important concepts in the new environment. This research distributed online questionnaires to collect data in the context of omni-channel retailing from online survey platform. A total of 2031 responses were collected. We then screened the data by reviewing its completeness and removed the poor-quality respondents which results in 1049 valid responses for further analysis using the structural equation model. The results showed three important insights. First, the hybrid environment of physical, digital and social integration is rapidly forming in China's large and medium-sized cities, and the customer experience in the new environment has indeed changed greatly. Second, Service Encounter 2.0 is still the most important antecedent of customer experience. All three elements have a positive impact on the value of customer experience, but the explanatory power has changed greatly. Among the three elements of service encounter, the environmental element has the strongest explanatory power, which is greater than the sum of the other two. Among the three elements of Service Encounter 2.0, the environmental element has the strongest explanatory power, which is greater than the sum of the other two. Third, customer journey design is in service encounter 2.0 has a positive moderating effect between the three elements and the experience value, that is, customer journey design can enhance the influence of service on the customer experience. Forth, customer experience can not only directly build customer loyalty, but also affect customer citizenship behavior more than customer satisfaction (relationship quality). Finally, this research clarifies the theoretical and practical implications based on the research results, and provides suggestions for future research.
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