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研究生:張耀湧
研究生(外文):Yao-yung Chang
論文名稱:服務業員工情緒與服務環境對消費情緒與績效之影響
論文名稱(外文):The Investigation on Effects of Employees’ Emotions and Servicescape on Customers Consumption Emotions and Performance
指導教授:趙琪趙琪引用關係
指導教授(外文):Chyi Jaw
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
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:2009
畢業學年度:97
語文別:英文
論文頁數:142
中文關鍵詞:重購意願滿意度服務接觸服務情緒消費情緒知覺風險
外文關鍵詞:customer satisfactionand loyalty intentionperceived riskemployee’s labor emotionservice encounterconsumption emotion
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現今臺灣服務業競爭愈趨白熱化,身為第一線的服務人員對於該產業提供的品質良窳具有關鍵之影響性。第一線服務人員的情緒展現是服務行為的核心精神,又服務情緒將會與顧客之消費情緒產生連結脈絡,進而導致消費情緒影響顧客滿意度與重購之意願(Westbrook and Oliver, 1991)。此外,服務氛圍又將影響顧客消費情緒之表現,因此,服務氛圍對於顧客消費情緒之良莠將是其關鍵要素(Mehrabian and Ruessell, 1974)。本研究將針對服務業員工之情緒與服務環境對於顧客之消費情緒、知覺風險、滿意度、重購意願之關係探討。本研究之綜合結果得出員工情緒與服務環境交互作用下對於顧客之消費情緒、知覺風險、滿意度、重購意願之關係產生顯著之影響效果。最後,本研究將彙整所探討之結論分為三大方向分析其管理意涵,以提供服務產業於實務面之運用決策之參考依據。
With the stronger intensity of competition in Taiwanese service industry, the frontline service employee plays an important role of bridge which is engaged with interaction and communication with customers; thus, employees’ emotion serve as one of key determinant on customer’s emotions which may indirectly or directly satisfaction and willing to repatronize (Westbrook and Oliver, 1991). In addition, the quality of servicescape may also influence customer’s emotions on consumption experiences (Mehrabian and Ruessell, 1974). This study centers on service industry (amusement park, hotel, and restaurant) and gives a brief investigation on the relationships among employee’s emotions, customer’s perception for employee’s emotional expression, servicescape, consumption emotions, service encounter, perceived risk, customer satisfaction, and loyalty intention. The finding of this study demonstrates that employee’s emotion has a significant on customer’s consumption emotions which affect customer’s perception for risk and uncertainty; moreover, customer’s satisfaction and loyalty intentions are also strongly influenced by perceived risk. Based on these above findings, this study, finally, presents a series of managerial implications for facilitating service firm’s business applications.
List of Contents
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Motivations and Objectives 4
Chapter Two Literature Review 6
2.1 Theoretical Background 6
2.1.1 Service Encounter 10
2.1.2 Emotions (Employee’s Emotions and Consumption Emotions) 10
2.1.3 Servicescape 16
2.1.4 Perceived Risk 20
2.1.5 Customer Participation 21
2.1.6 Customer Satisfaction 25
2.1.7 Loyalty Intentions 28
2.2 Relationship among Research Constructs 30
2.2.1 Relationship among Employee’s Emotional Expression, Customer’s Consumption Emotion, and Customer Participation 30
2.2.2 Relationship between Servicescape and Customer’s Consumption Emotion 32
2.2.3 Relationship between Customer’s consumption emotion and Perceived Risk 33
2.2.4 Relationship among Consumption Emotion, Satisfaction, and Loyalty Intentions 35
2.2.5 Relationship between Perceived Risk, Satisfaction, and Loyalty intentions 38
Chapter 3 Research Design and Methodology 40
3.1 The Research Model 40
3.2 Variable Definitions and Measurements 42
3.3 Research Hypotheses 48
3.4 Experimental Design 49
3.4.1 Participants 49
3.4.2 Procedure 50
3.4.3 Dramaturgy and Actors 51
3.5 Questionnaire Design 52
3.6 Data Analysis Procedures 53
3.7 Descriptive Analysis 54
3.7.1 Data Collection 54
3.7.2 Sampling Structure 54
Chapter Four Research Analysis and Results 57
4.1 Reliability Test 57
4.2 Factor Analysis 58
4.2.1 Customer’s Perception for Employee’s Emotional Expression 59
4.2.2 Servicescape 60
4.2.3 Consumption Emotion 60
4.2.4 Customer Paticipation 60
4.2.5 Perceived Risk 61
4.2.6 Customer Satisfaction 63
4.2.7 Loyalty Intentions 63
4.3 Validity Assessment 68
4.3.1 Convergent Validity 68
4.3.2 Customer’s Perception for Employee’s Emotional Expression 68
4.3.3 Servicescape 69
4.4.4 Consumption Emotion 70
4.4.5 Customer Paticipation 71
4.4.6 Perceived Risk 72
4.4.7 Customer Satisfaction 74
4.4.8 Loyalty Intentions 74
4.4 Hypotheses Test Results 79
4.4.1 Structural Equation Modeling 79
4.4.2 ANOVA Analysis 79
4.5.3 Regression Analysis 81
4.5.4 Model Fit Analysis 84
4.5.5 Path Results 85
4.5.6 Mediation Effect Analysis 87
Chapter Five Conclusions and Suggestions 90
5.1 Research Findings 90
5.2 Managerial Implications 93
5.3 Research Limitations and Suggestions 96
References 98
Appendix A 117
Appendix B 126
Appendix C 130

List of Tables
Table 2-1 PAD Paradigm 14
Table 2-2 Differential Emotions Scale 14
Table 2-3 Psychoevolutionary Theory of Emotion 15
Table 2-4 Defining the Components of Perceived Risk 21
Table 2-5 A Chronological Review of the Literature on Customer Participation 24
Table 3-1 Measurements of Emotions 42
Table 3-2 Measurements of Servicescape 43
Table 3-3 Measurements of Service Encounter 44
Table 3-4 Measurements of Perceived Risk 46
Table 3-5 Measurements of Customer Satisfaction 47
Table 3-6 Measurements of Loyalty Intentions 48
Table 3-7 Hypotheses of Research 49
Table 3-8 Profiles of Sample 56
Table 4-1 Reliability of Research Variables 58
Table 4-2 Results of KMO and Bartlett’s Test 59
Table 4-3 Factor Analysis of Research Variables 65
Table 4-4 Convergent Validity of Research Variables 76
Table 4-5 ANOVA Analyses of Customer’s Perception for Employee’s Emotional Expression and Emotional Situations 80
Table 4-6 ANOVA Analysis of Servicescape 80
Tbale 4-7 Regression Analyses of Customer’s Perception for Employee’s Emotional Expression, Servicescape, and Consumption Emotion 82
Tbale 4-8 Descriptive Analyses of Customer’s Perception for Employee’s Emotional Expression, Servicescape, and Consumption Emotion 83
Tbale 4-9 Empirical Results of Model Fit Analysis 85
Tbale 4-10 Path Results of Research Model 86
Tbale 4-11 Effects Results of Research Constructs 89
Tbale 5-1 Summary of Hypotheses Testing 93

List of Figures
Figure 2-1 Servicescape Framework 10
Figure 2-2 Factors Influencing Customer Perception for Service 18
Figure 3-1 Research Model 41
Figure 4-1 Convergent Validity of Customer’s Perception for Employee’s Emotional Expression 69
Figure 4-2 Convergent Validity of Servicescape 70
Figure 4-3 Convergent Validity of Consumption Emotion 71
Figure 4-4 Convergent Validity of Serive Encounter 72
Figure 4-5 Convergent Validity of Perceived Risk 73
Figure 4-6 Convergent Validity of Customer Satisfaction 74
Figure 4-7 Convergent Validity of Loyalty Intentions 75
Figure 4-8 Empirical Results of Comparisons of Employee’s Labor Expression × Servicescape 84
Figure 4-9 Path Results of Research Model 87
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