臺灣博碩士論文加值系統

服務接觸近來已成為服務業管理所探討的重點。過去對服務接觸的研究重點有三：服務人員與顧客的互動；探討顧客在服務接觸中所扮演的角色：顧客與實體服務環境之互動。由此可知服務接觸相關研究發展至此，對於顧客對顧客互動狀況與其對服務滿意度之影響且鮮少著墨，但從許多相關研究均指出顧客對顧客之互動狀況，將會影響其對服務經驗之評價。據此，本研究將以「顧客對顧客互動」(customer-to-customer interaction)作為研究主題，探討此互動關係對服務接觸與顧客滿意度之影響。
本研究將採用由Martin(1996) 研究中，利用CIT法蒐集到有關顧客對顧客互動之重要事件，以Likert五點尺度，透過問卷發放以量化的方式衡量這些「顧客對顧客互動」所發生的重要事件對顧客反應之影響狀況。此外也將探討不同顧客角色類型與相容性程度高低對顧客互動狀況的干擾效果。
實證結果發現：
1.顧客對顧客互動事件共萃取出六個因素包括「社交行為」、「外表骯髒與惡劣的行為」、「不顧他人的行為」、「粗魯行為」、「暴力行為」和「不滿現狀行為」。而其中「社交行為」對顧客滿意度具顯著地正面影響；而「粗魯行為」與「不滿現狀行為」對顧客忠誠度則會產生顯著地負面影響。
2.顧客角色類型確實會對顧客互動事件與滿意度造成干擾效果。得分愈高者(幫助者)透過社交行為與其他顧客互動後，對滿意度的正面影響效果顯著小於得分愈低者(尋求幫助者)。
3.不同性別相容性確實會對顧客互動事件與滿意度造成干擾效果。結果顯示高性別相容性者，其原始滿意度的平均分數較高，但透過社交行為互動後，對低性別相容性者之滿意度影響程度較大，即有較大幅度正面影響效果。
4.顧客滿意度與忠誠度程顯著正相關，意即透過顧客互動後所造成之顧客滿意度愈高，其忠誠度也愈高。

Service encounter has been an important topic in the service industry management. Previous students on service encounter have focused on three subjects: the interaction between contact personnel and customers, the customers’ roles in service encounter and the interaction between customers and material service environment. Relatively few research focused on customer-to-customer interaction will affect of it on service satisfaction. However, many relevant studies argue that customer-to-customer interaction will affect customers’ evaluation of service experiences. Consequently, the objective of research is to investigate how customer-to-customer interaction affects service encounter and customer reaction.
This research will adopt the study from Martin (1996) which used critical Incident technique (CIT) to collect key events happened when a customer interact with other customers. Then use questionnaires to measure the effects these critical events have on customer reaction. The results identify that:
1.Customer-to-customer interaction events include six factors: “Gregarious”, “Grungy and Rude”, “Inconsiderate”, “Crude”, “Violent”, “Malcontent”. Among the research, “Gregarious” events are significantly positive effect on customer satisfaction. “Crude” and “Malcontent” events are significantly negative effect on customer loyalty.
2.Customer role typologies are significantly positive effect on the relationship between customer-to-customer interaction events and customer satisfaction.
3.Different gender compatibility is significantly positive effect on the relationship between customer-to-customer interaction events and customer satisfaction.
4.Customer satisfaction is significantly positive effect on customer loyalty.

目錄 I
圖目錄 III
表目錄 IV
第一章 緒論...................................1
1.1 研究背景與動機.............................1
1.2 研究目的...................................3
第二章 文獻探討...............................4
2.1 互動之服務接觸.............................4
2.1.1 服務接觸之定義與內涵.....................4
2.1.2 服務接觸相關概念與實証研究...............5
2.2 顧客對顧客之互動...........................11
2.2.1 顧客對顧客互動之相關概念與實證研究.......11
2.2.2 顧客對顧客關係...........................13
2.3 顧客對顧客互動角色類型.....................18
2.4 顧客相容性.................................21
2.4.1 相容性管理之定義與相關概念...............21
2.4.2 顧客相容性...............................23
2.5 顧客反應...................................25
2.5.1 顧客滿意度之定義.........................25
2.5.2 顧客忠誠度...............................27
2.5.3 顧客滿意度與顧客忠誠度之相關研究.........28
第三章 研究方法.............................29
3.1 研究架構...................................29
3.2 研究假設...................................30
3.3 研究變數之操作性定義.......................32
3.4 量表發展與檢測.............................34
3.5 抽樣方法及分析方法.........................35
第四章 研究結果與分析.........................37
4.1 樣本特性分析...............................37
4.2 問卷信度分析...............................40
4.3 顧客對顧客互動關係事件之因素分析...........41
4.4 研究變項間之相關分析.......................43
4.5 人口統計變數與各因素之變異數分析...........45
4.6 迴歸分析...................................52
4.6.1 顧客對顧客互動構面對依變項之迴歸分析.....52
4.6.2 顧客對顧客互動事件各因素對顧客滿意度之影響關係
－ 以顧客角色類型為干擾變項..............54
4.6.3 顧客對顧客互動事件各因素對顧客滿意度之影響關係
－ 以相容性為干擾變項....................56
4.7 人口統計變數與顧客反應之變異數分析.........60
4.8 人口統計變數與導遊及其他服務人員滿意度之變異數分析
..........................................62
4.9 小結.......................................63
第五章 結論與建議.............................64
5.1 研究結論與討論.............................65
5.2 管理意涵...................................68
5.3 研究貢獻...................................69
5.4 研究限制...................................70
5.5 對後續研究之建議...........................72
參考文獻.......................................73
附錄一：正式問卷...............................77

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二、中文部分
1.魏正元，「以人員為核心的服務接觸之研究：互動模式的探索」，中山管理評論，第3卷第2期，民國84年，頁76-92。
2.滕以勇，「人員服務接觸與顧客反應間關係之研究─以眼鏡業為例」，國立中山大學企業管理研究所碩士論文，民國86年。
3.關復勇，「專業服務接觸互動行銷中關係品質知覺之研究─以護理人員與病患間關係為例」，國立中山大學企業管理研究所博士論文，民國87年。
4.周逸衡、關復勇、凌儀玲，「眼鏡零售業人員服務接觸與顧客反應間關係之研究」，亞太管理評論，第3卷第2期，民國87年，頁149-164。
5.曹瓊文，「專業服務接觸、實體環境線索、性別刻板印象與顧客反應關係之研究-以牙科醫病互動性服務為例」，國立成功大學國際企業研究所碩士論文，民89年。
6.凌儀玲，「服務接觸中認知腳本之研究」，國立中山大學企業管理研究所博士論文，民89年。
7.鄭立杰，「服務接觸對經驗價值影響之實證研究－以購物中心為例」，國立台北科技大學商業自動化管理研究所碩士論文，民國89年。
8.趙韶丰，「服務接觸滿意關鍵因素之研究─餐飲業之例」，國立中山大學企業管理研究所碩士論文，民國90年。
9.陳利光，「台灣旅行業顧客關係對顧客滿意度及忠誠度之影響─台北縣市之實證研究」，私立輔仁大學管理學研究所碩士論文，民國91年。