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題名：價格知覺對顧客滿意影響之研究－以觀光旅遊為例
作者：張淑青
作者(外文)：Chang-Su Ching
校院名稱：國立臺北大學
系所名稱：企業管理學系
指導教授：黃營杉
歐嘉瑞
學位類別：博士
出版日期：2000
主題關鍵詞：價格知覺；失驗；顧客滿意；同化效果；對比效果；角色扮演；price perception；disconfirmation；customer satisfaction；assimilation effect；contrast effect；role playing
原始連結：連回原系統網址new window
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顧客滿意－「失驗典範 」與服務品質－「差距分析」研究為消費者行為之二大平行研究，因概念與模式之相近，產生前因後果之爭辯與應用之混淆，亟待釐清。由於二者均從交易利益面考量，都忽略交易成本面因素，因此均未探討價格因素。從理論文獻回顧及實務現象觀察發現，價格在消費者行為扮演重要角色，價格會誘發對交易的期望，由於無形服務涉及人際互動，導致服務績效的異質性及不確定性高，將促使顧客使用價格之有形線索據以形成績效期望，本研究針對顧客滿意與服務品質研究的內涵加以釐清，推導於顧客滿意經典模式加入「價格知覺」變項作為外生變項之可行性，並引據心理學認知理論所提出同化與對比效果納入重新建構觀念性架構，作為驗證模式成立與研究假設顯著性之基礎。
從實務現象觀察到價格為消費者選擇參加旅行團出國觀光旅遊之重要因素，觀光旅遊價格受供需、季節波動，消費者較常經驗到價格與績效水準不一致的現象，因而選擇觀光旅遊為研究範圍。為有效檢測顧客滿意判斷過程中是否會受到價格與績效水準之一致性與否的情境干擾，另由於涉入同一旅遊情境之真實顧客大樣本不易取得，因此採實驗設計法操弄「價格」與「績效」兩個情境因子，各設立高、低兩個水準，形成2×2因子設計之四種干擾情境，經實地訪談旅行社業者及具有出國觀光旅遊經驗之真實顧客，提供客觀旅遊劇情意見予以設計書面模擬旅遊劇情結構型問卷，並由業者提供對旅遊顧客在職業別、地區別之集中趨勢特性，作為判斷抽樣之準則，選取對具有出國旅遊經驗者發出問卷，以角色扮演法進行實驗情境之刺激，隨機指派受測者涉入四種問卷之任一種情境回答，藉以減少誤差。
本研究經問卷預試及正式問卷調查後，以SAS CALIS統計軟體進行線性結構關係模式之評鑑與分析，研究結果發現「購前價格知覺」對「購前績效期望」有正向影響；在四種情境下，「購前價格知覺」對「購後績效知覺」並無顯著影響；但在四種情境下，「購前價格知覺」對「顧客滿意」均有正向同化影響。至於顧客滿意經典模式之相關構念間關係的驗證，在「價格－績效一致」情境時，「購前績效期望」對「購後績效知覺」有正向同化效果影響；「購前績效期望」對「失驗」有負向影響；在「價格－績效不一致」情境時，「購前績效期望」對「顧客滿意」有負向對比效果影響；「失驗」對「顧客滿意」有正向影響；「購後績效知覺」對「失驗」與「顧客滿意」均有正向影響，顯示情境干擾影響並不如預期完全存在。本研究確立加入價格知覺變項重新建構顧客滿意模式之理論基礎，亦驗證心理學認知理論效果，經深入分析提出對服務業者應致力提升無形服務評估屬性、注重有效提升「購前價格知覺」之促銷策略、致力提升服務績效，以有效提高顧客滿意度，並提供服務業者訂價與品質定位之參考建議，在實務應用上，提供豐富的解釋與管理參考。
Abstract
Customer satisfaction and service quality are generally regarded as two primary parallel directions in customer-behavior research. Owing to conceptual and model similarities in these research avenues, it is necessary to be clear about cause-effect controversies as well as potential confusions in their implementation.
The current customer satisfaction and service quality literature offers little insight into the price factor. In this dissertation, we argue that consumers are likely to use price as a cue in forming pre-purchase performance expectations, especially in service-based transactions involving inter-human interactions, where satisfaction in the services provided is variable and uncertain. The construct of price perception is therefore added as an exogenous variable in the customer satisfaction model; assimilation and contrast effects from cognitive psychology are introduced as part of the explanatory framework for testing the prominence of the newly proposed variable in this model.
Since most consumers who choose packages tours have the price factor in mind, tourism data are selected for this study. It is understandably difficult to have large samples that involve the same real travel condition. We therefore use an experimental design that manipulates the two factors price and performance each with two terms (high vs. low level), resulting in four role-playing questionnaire versions based on the 2×2 factorial. Judgement sampling was then taken to select subjects with real experiences of traveling abroad, who were asked to fill out one of the four questionnaires at random.
After preliminary testing, the full questionnaires were gathered and the data analyzed using the linear structure relationship model by means of SAS CALIS software. The results indicate that pre-purchase price perception has a positive impact on pre-purchase performance expectation, whereas in all four scenarios, pre-purchase price perception does not significantly affect post-purchase performance perception. However, in all four scenarios pre-purchase price perception exerts a positive assimilation effect on customer satisfaction. On the verification of related constructs in the traditional customer satisfaction model, our results also show that in the scenario ‘price consistent with performance’, pre-purchase performance expectation has a positive assimilation effect on post-purchase performance perception, but pre-purchase performance expectation has a negative impact on disconfirmation; while in the ‘price inconsistent with performance’ scenario, pre-purchase performance expectation exerts a negative contrast effect on customer satisfaction, but disconfirmation has a positive impact on customer satisfaction, and post-purchase performance perception has a positive impact on disconfirmation and also a positive impact on customer satisfaction. This suggests that the expected scenario interference does not incontestably exist. The study establishes the status of price perception as a valid variable in a revised customer satisfaction model, and reconfirms the theoretical usefulness of cognitive psychology in the model.
On the basis of our research results, we offer ample and concrete managerial suggestions for service providers, such as emphasizing on ‘pre-purchase price perception’ in designing sales promotion strategies, effectively upgrading customer satisfaction, and achieving proper pricing-quality positioning.
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