| 摘要註: |
服務經驗發生在,當消費者與商店的物理環境、服務人員以及其政策與做法互動的時候。先前服務經驗的研究,已經全面地討論和使用普遍的顧客服務經驗。然而,尚缺乏著眼於與一線服務人員{212B74}FLEs〒互動的顧客服務經驗研究。因此,本研究的第一個目的是探索顧客與一線服務人員互動產生的顧客服務經驗,並由此制定顧客與一線服務人員互動所產生的顧客服務經驗量表。在這個部分,我們使用Hinkin(1998)提出的五個步驟來發展顧客服務經驗量表。此步驟中的83位參與者包括來自餐飲業、手機通訊業、服飾業、美髮業和旅館業的顧客。在服務環境內,顧客服務是一線服務員非常重要的職能,以提供高價值的服務(Kandampully, 1998)。換句話說,一線服務員服務職能在客戶服務經驗發揮的影響,進而可能影響消費者的態度。有關產品或服務的口碑,是經由自我經驗本身評估的影響。顧客行為意圖中的口碑與顧客服務經驗有密切的相關,對於塑造企業形象來說非常的重要。因此本研究的第二個目的是研究一線服務員的服務職能是否會影響顧客服務經驗,進而可能影響消費者口碑。此研究部分將利用結構方程模型(SEM)來驗證研究架構和假設。此步驟中的237位參與者包括來自餐飲業、手機通訊業、服飾業、美髮業和旅館業的顧客。從理論上說,這項研究將找出關於顧客與一線服務員互動的服務經驗;研究結果將提高我們對顧客服務經驗的理解,並提供衡量他們的量表工具。此外,本研究試圖提供合理的解釋,一線服務員的服務職能如何(或透過那些過程)影響顧客的口碑,藉由探討顧客服務經驗所扮演的中介角色。實際上,此研究可能幫助企業提高顧客的積極態度,如顧客服務經驗和口碑,以幫助企業獲得更好的利潤。 Service experiences occur when a consumer interacts with a store's physical environment, its personnel, and its policies and practices. Previous experience studies have comprehensively discussed and accessed general customer service experience. However, there is a lack of research focusing on the customer service experience encountering with frontline employees (FLEs). Thus, the first purpose of this study is to explore the customer service experience encountering with FLEs and thereby develop a scale of customer service experience encountering with FLEs. In this part, we used a five-step procedure suggested by Hinkin (1998) to develop the measurements. The participants in this step included 83 customers from hotels, department stores, restaurants, mobile service shops, and hair salons. In service context, customer service competencies are important for FLEs to deliver high value service. In other words, the FLEs competences play an important role to influence the customer service experiences, which in turn may influence the consumer attitudes. Word-of-mouth about a product or service is influenced by evaluations of the experience itself. The word-of-mouth of the behavioral intentions of customers is closely related to the customer service experiences and is important to the image of companies. Thus, the second purpose of this study is to investigate whether FLE service competencies may affect customer service experiences, which in turn may influence the consumer word-of-mouth. This part of study will utilize structural equation modeling (SEM) to verify the research framework and hypotheses. The participants in this step included 237 customers from hotels, department stores, restaurants, mobile service shops, and hair salons. Theoretically, this study will identified the customer service experiences with respect to encountering with FLEs; the findings will improve our understanding of customer service experiences and provide a way to measure them. Moreover, this study tries to provide the rational explanation for how (or process) FLE service competencies may affect customer word-of-mouth by investigate the indirect role of customer service experiences. Practically, this study may help corporations to raise customer’s positive attitude such as customer service experiences and word-of-mouth which may help corporations to make profit. |