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研究生:陳伊翔
研究生(外文):Yi-hsiang Chen
論文名稱:惡質顧客行為對目標顧客情緒反應之影響
論文名稱(外文):The effects of Jaycustomer behaviors to target customers'' emotions
指導教授:周逸衡周逸衡引用關係
指導教授(外文):Y. H. Jou
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:98
中文關鍵詞:消費者情緒消費者滿意度消費者口碑惡質顧客服務干預
外文關鍵詞:emotionWOMsatisfactionJaycustomersservice intervention
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消費者的不當行為,在今日時有所聞,因此傳統的「顧客至上」觀念應該要受到挑戰。而惡質顧客所帶來的問題與影響,也逐漸受到學者的關注。然而過去關於惡質顧客的研究中,少有學者由實證性的方式來探討惡質顧客行為,而本研究針對惡質顧客的特質,包括其嚴重性與惡質顧客之數量,配合服務者干預行為,嘗試瞭解惡質顧客之行為嚴重性與數量,對其他顧客之情緒,以及服務方之干預,是否對於情緒、滿意度、與口碑有影響。
本研究採取實驗設計的方法進行,模擬咖啡店中惡質顧客事件的虛擬故事情境(scenario),透過2×2×2的因素設計進行分析。採用便利取樣共蒐集有效問卷219份。根據分析結果,本研究歸納出以下結論:
1. 不同的惡質顧客行為嚴重性,會造成其他顧客的嚴重性知覺差異,以及影響其他顧客的正負面情緒。當惡質顧客之行為嚴重性愈高,其他顧客所知覺到的嚴重性程度也愈高,同時使其有較低的正面情緒、較高的負面情緒。
2. 惡質顧客之數量也是可能造成其他顧客正負面情緒變動的因素。當惡質顧客的數量愈多,會使得其他在場顧客的負面情緒增加。然當惡質顧客的數量愈多時,目標顧客之正面情緒並不會因此下降。
3. 惡質顧客行為的發生,未必要與其它顧客產生實體上的接觸,只要是在相同的服務環境之中,甚至僅止於視覺上的互動,都會使得在場之顧客產生情緒上的波動。
4. 服務方之干預行為可以有效提高目標顧客的正面情緒、降低目標顧客的負面情緒。而當有服務提供者的干預行為時,消費者的干預後正面情緒會高於無干預之正面情緒;干預後負面情緒會低於無干預之負面情緒。
5. 當受測者的干預後正面情緒愈高時,干預後負面情緒愈低時,其滿意度愈高,正面口碑行為亦愈顯著。
Consumers’ misbehaviors are common in service settings today. Therefore, the traditional idea of “customers first” should be challenged. Besides, the scholars are paying more and more attention on the problems and effects comes from “Jaycustomers”. However, there was lack of discussion on “Jaycustomer behaviors” through experimental research. As a result, this research focuses on Jaycustomer’s characteristics, which including the perceived severity and size, and focuses on service provider’s intervention behavior. And the research purpose is finding out that if the perceived severity of Jaycustomer behaviors and the Jaycustomer’s size have effects on other customers’ emotional state. Furthermore, this research also aims to understand the influence of service provider’s intervention to customers’ emotions, satisfaction, and WOM.
This research reports an experimental design in the context of coffee shop with eight (2×2×2) scenarios. Two hundred and nineteen questionnaires were gathered. According to the gathered data, the conclusions of this research are summarized as following:
1. Different Jaycutomer behaviors will make people have different perceived severities. And higher perceived severity of Jaycustomer behaviors makes lower degree of customers’ positive emotions and higher degree of negative emotions.
2. When Jaycustomer’s size is getting higher, other customers will have more negative emotions.
3. Customers being in the same service settings or having eye contact with Jaycustomers, even without physical contact, will still be affected by them.
4. Service provider’s intervention will raise other customers’ positive emotions and lower their negative emotions. Consumers’ positive emotions with intervention will be higher than the positive emotions with no intervention. And consumers’ negative emotions will be lower than the negative emotions without intervention.
5. When consumers have higher positive emotions or lower negative emotions, they will more satisfy with the service, and they will have more positive WOM behaviors.
目錄
摘要(中) I
摘要(英) II
目錄 IV
表目錄 V
圖目錄 VI
第一章緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章文獻回顧 5
第一節 服務接觸 5
第二節 顧客互動 9
第三節 惡質顧客行為 13
第四節 社會衝擊理論 22
第五節 顧客反應 24
第六節 管理者角色—服務補救觀點 36
第三章研究方法 39
第一節 研究架構 39
第二節 研究假設 40
第三節 研究設計 44
第四節 變數定義與衡量 49
第五節 前測與再測 53
第六節 實驗進行方式及分析方法 55
第四章 分析與結果 57
第一節 樣本結構 57
第二節 消費者情緒和情緒反應的因素分析 58
第三節 嚴重性操弄確認與生態效度 62
第四節 假設檢驗 63
第五節 小結 68
第五章結論與建議 69
第一節 研究結果與討論 69
第二節 行銷意涵 71
第三節 研究限制 73
參考文獻 75
附錄 正式問卷 87
中文部份
1.蔣大成、林婉琳、洪瑞敏,服務失誤與服務補救之探討—以服務業為例,品質月刊,2004年11月,pp. 61-66。
2.鄭再福、王瑞生,會計專業服務補救、顧客滿意反應及行為意向關係研究,長榮大學學報,第八卷第一期,pp. 73-90。
3.宋筱惠,2005,服務補救水準、顧客關係對補救後滿意度與後續行為之影響—整合認知面與情感面之探討,國立中山大學企業管理學系碩士論文。
4.黃儀真,2003,顧客對顧客互動事件、角色類型、相容性與顧客反應間關係之研究,銘傳大學管理科學研究所碩士論文。
5.白志瑋,2004,顧客推薦方案對口碑行為動機、顧客忠誠度與推薦意願之影響,國立台灣科技大學企業管理學系碩士論文。
6.關慶球,2003,ADSL 寬頻網路顧客滿意度與顧客忠誠度之研究―以中華電信公司大高雄地區顧客為例,國立中山大學企業管理研究所碩士在職專班碩士論文。


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