摘 要
近年來，服務業的發展一日千里，世界各國主要大趨勢之一就是服務業的顯著成長。各種服務事業，不論金融業、餐飲業、醫療業乃至旅遊業等均與人之日常生活息息相關，尤其對高接觸性服務業者來說，由於競爭白熱化、消費者忠誠度之遞減，以及對自身權利意識的抬頭，對品質的要求愈來愈高。而對服務業而言，其目的是為了能和消費者建立持續不斷的關係，希望能藉由良好關係互動與美一位顧客保持長期的關係。因此關係學習是要讓顧客及服務人員能彼此分享資訊、互動以達到全面顧客滿意並建立長期的關係。
不同的服務業類別中，服務情境不同所形成的顧客情緒感受以及服務人員及顧客間的互動也會不同，而其對關係學習及顧客價值的感受的影響也可能不同。本研究選擇服務業中高接觸性高級西餐廳務業作為研究情境。本研究欲以顧客情緒、關係學習的概念來探討服務環境對顧客價值之各項影響因素有哪些，並且進一步探討服務環境是否會因為顧客情緒而影響服務提供者與顧客雙方間的關係學習進而影響顧客價值的知覺感受。
本研究分別以敘述統計、驗證性因素分析、T檢定、多變量變異數分析、複迴歸分析及LISREL分析等方法進行實證並驗證本研究提出之各項假設。
關鍵字：服務接觸、服務環境、服務情緒、關係學習、顧客價值

Abstract
In recent years, the development of service industry is speedy and is one of the principal trend in each country. The financial institution, restaurant business, medical industry and tourist industry are closely linked to human lives, especially in contact tensive service industry. Because the competition gets into a white hot, customers are no longer loyal to any particular product or service, and start to emphasize their own benefits. The purpose of service industry is building a continuously relationship with consumers, keeping a good relationship to interact with every customer, and keeping long-term relationships. For these reasons, this relationship study would like customers and service people to share their information and have interactions in order to achieve customers’ satisfaction and have long-term relationships.
In different categories of service industry, the difference of service emotion produces customer emotions and different interactions between service people and customers. This study chooses service industry and high-class restaurants for emotional research, and bases on the concept of customer emotions and relationship studies to disscuss what kind of factors in service emotion and customer value, and whether those factors will influence both customer emotions and service providers.
This study is based on Descriptive Statistics, Confirmatory Factor Analysis (CFA), T-test, MANOVA, Multiple Regression Analysis and LISREL analysis to verify assumption from the study.
Keywords: Service Contact, Servicescape, Customer Emotion, Relationship Learning, Customer Value

目 錄
摘 要 i
英文摘要 ii
誌 謝 iii
目 錄 iv
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍及對象 6
第四節 研究流程 7
第貳章 文獻探討 8
第一節 服務環境 8
第二節 顧客情緒 17
第三節 關係學習 22
第四節 顧客價值 31
第五節 各構念間之關係及假設推導 44
第參章 研究設計 51
第一節 研究架構 51
第二節 變數的操作性定義與衡量 52
第三節 研究對象與抽樣設計 61
第四節 資料分析方法 65
第肆章 研究結果與分析 68
第一節 樣本特性之分析 68
第二節 信度與效度分析 78
第三節 構面間之關係分析 95
第四節 整體模式分析及假設驗證 108
第伍章 結論與建議 123
第一節 結果與討論 123
第二節 研究限制 131
第三節 未來研究建議 134
參考文獻 135
一、中文文獻 135
二、英文文獻 136
問 卷 145

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