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題名：服務知覺價值因果模式建構之研究
作者：林美珠
作者(外文)：Mei-Jue Lin
校院名稱：國立中正大學
系所名稱：企業管理所
指導教授：何雍慶
學位類別：博士
出版日期：2007
主題關鍵詞：服務知覺價值；知覺服務品質；知覺服務成本；顧客參與；公寓大廈管理服務業。；perceieved service quality；perceived service cost；customer participation；property management service industry；perceived service value
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社區居民為提昇居住品質，塑造良好居住環璄，委由管理公司代為管理維護已成趨勢。然綜觀過去不動產管理維護相關研究，多著眼於管理服務之供給面分析，鮮少正視顧客真正需求，亦缺乏對顧客服務體驗或服務知覺價值內涵及其影響因素進行探討。因此，本研究目的即在(1)釐清集合社區管理服務品質、服務成本、顧客參與及服務知覺價值內涵；(2)探討服務知覺價值與各前置因子及其後果間之影響關係；(3)確認服務知覺價值與顧客滿意度之中介角色；(4)建構服務知覺價值發展模式。
首先參酌相關文獻，建構一『以服務知覺價值為主軸，以知覺服務品質、知覺服務成本及顧客參與為前置因子，忠誠度意圖為模式結果』之概念性架構；並利用公寓大廈管理服務業進行質性與量化兩階段實證研究。第一階段質性研究，深入訪談14位實務專家，以確認研究變數之重要性，利用個案內分析來探索研究變數的實務現象，再以此為基礎進行跨個案比較分析，試圖發掘個案間的理論複現，最後參酌前述研究架構，建立一以社區住戶服務知覺價值為基礎之『集合社區顧客服務知覺價值發展模式』，並修正部份研究假說。第二階段為量化研究，利用362份樣本資料來驗證研究假設。
結果顯示，在質化研究上，本研究歸納出管理服務業者所提供之服務價值包括財務價值、優質生活價值、成就價值和關係價值等，並確認了知覺服務品質、知覺服務成本及顧客參與之內涵；其後，再利用量化研究證實知覺服務品質、轉換成本、及顧客參與對服務知覺價值具顯著正向影響效果，而服務知覺價值對顧客滿意度、再委任及口碑傳播等忠誠度意圖具顯著正向影響效果；知覺風險對服務知覺價值也具負向顯著影響效果，惟知覺貨幣成本不具任何影響效果。此外，服務知覺價值和顧客滿意度，在知覺服務品質及知覺服務成本對再委任及口碑傳播等忠誠度意圖之影響關係中，也有中介效果存在，此顯示服務知覺價值及顧客滿意度在服務知覺價值模式發展階段的重要性。
接著，本研究結合質性與量化研究結果，提出理論與實務涵意。首先，修正『集合社區顧客服務知覺價值發展模式』，除詮釋服務知覺價值、服務品質、服務成本及顧客參與等內涵及衡量構面外，也說明服務知覺價值及顧客滿意度之中介角色等理論意涵，並提出五項研究貢獻。實務意涵部分，則從個案經驗彙整研究變數之實務操作，說明提昇服務品質（如強化公司專業化形象、提昇服務績效、強化業顧關係、創造附加價值）、降低知覺服務成本（如降低知覺風險、提昇轉換成本）及促進住戶參與等三項管理實務意涵，與四項行銷實務貢獻。文末，本研究也提出了四項研究限制及三項未來研究方向。
While community residents strive for higher living quality and creating good living environments, it is a trend to commission the property management service firms managing and maintaining the buildings. Through making a comprehensive survey about the studies of real estate management and maintainment, it is found that most of them focus on the supply perspective of management services. They seldom face customers’ real needs and discuss the contents and influence factors of cutomers’ service experiences and perceived service values. Therefore, the aims of this study are (1) to clarify the contents of perceived service quality, perceived service costs, customer partiticipation and perceived service values in communities. (2) to discuss the relationships on all antecendents and consequences of perceived service values. (3) to confirm the role of mediator of perceived service values and customer satisfactions. (4) to construct the model of perceived service values.
Firstly, this study reviews literatures to construct a conceptual framework. In this model, perceived service values are the main shafts. Perceived service qualities , perceveid service costs , and customer participation are the antecedents. And, loyalty intentions are the consequences. Both qualitative and quantitative research methods were used in this study. Firstly An investigation of peoperty management services in-depth interviewing fourteen experts was taken to clarify the importances of the variables of the study. The results of within-case analysis were used as a base for cross-case analysis in order to identify the theoretical similarities among different cases. A generation model based on community residents’ perceived service values was generated from the above research framework. Also, some hypotheses in this study were modified. The second phase of this study was to conduct a survey of 362 samples ,commissioning the property management services, to test the hypotheses. The results of this study revealed that perceived service qualities, switching costs and customer participation were positively related to perceived service values. Perceived service values were positively related to customrer satisfaction, intentions of recommission and words of mouth. Perceived risks was also negatively related to perceived service values. But perceived monetary costs were less related to. In addition, perceived service values and customer satisfaction have been found to play the role of mediator on the impacts of perceived service qualities and perceived service cost on the intentions of recommissioning and words of mouth. This shows that perceived service values and customer satisfaction are important in the developing stage on model of perceived service value.
Then, by combining qualitative and quantitative research results, the theory and actual practice were submitted in this study. A modified model of community residents’ development of perceived service values was proposed wherein the mediating role of perceived service values and customer satisfaction have been taken into consideration in addition to the contents and measures of perceived service values, service qualities, service costs and customer participation. Five major contributions were presented based on the modified model. Moreover, the results of case studies have led to further understanding of variables applied in practice wherein the application of the enhancing of service qualities（eg strengthening corporate specialization image, enhancing service performances, intensifying the relationships between service businessmen and customers, creating add values）, reducing perceived service costs（eg. reducing perceieved risks, raising switching costs）and promoting residents participation. Four marketing empirical practices were presented. Four limitations of this study and three recommendations for future studies were presented in this study.
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