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標題: 其他顧客失誤對服務滿意度之影響:以關係程度、群體大小及任務界定來探討
The Influence of Other-customer Failure on Customer Satisfaction: An Effect of Tie strength, Group size and Task definition
作者: 王薏晴
Wang, I-Ching
出版社: 行銷學系所
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摘要: 顧客在接受服務的過程中,往往必須與其他顧客分享同一服務環境,然而,過去大多的研究都集中在顧客與服務提供者的互動或對服務環境評價,對於顧客間負面互動狀況的相關文獻相當有限。但仔細觀察許多服務接觸,當顧客們共享服務環境時,這些顧客的不當行為會直接或間接的去影響到同一個服務空間中其他消費者的服務體驗,因此,也被稱為「其他顧客失誤(other-customer failure)」,而這些造成他人困擾稱為「惡質顧客(jaycustomers)」。以往在研究惡質顧客行為時,學者大多注重於惡質顧客的分類或是惡質顧客產生不當行為的前因及動機,但在其他顧客失誤發生的場所中,除了惡質顧客以及受影響的消費者之外,往往也可能包括了受影響消費者的同行夥伴,儘管如此,過去研究卻未指出,情境因素究竟是如何影響消費者對其他顧客失誤的回應?而令人好奇的是,當其他顧客失誤發生時,消費者在面臨不同的夥伴關係和人數以及該次的消費目的時,會因為不同情境的改變而有所不同嗎?本篇研究以過去顧客間的負面互動及情境理論為基礎,試著從不同情境的融合的觀點深入探討這一個重要但是過去鮮少關注的議題。 本研究透過實驗設計法:2 (關係程度:強、弱) × 2 (群體大小:小團體、大團體) × 2 (任務界定:享樂性目的-慶生、實用性目的-討論事情) 受測者間因子設計,並以一般大眾較熟悉且有相關消費經驗的餐廳做為實驗情境,收集學生(有效樣本223份)以及在職人士樣本(有效樣本234份),經由單變量共變異數分析 (ANCOVA) 發現:當任務有特定討論事項時,關係程度越強的大群體滿意程度越低,也就是,當該次用餐目的是屬於實用性目的(utilitarian goal),偏向工具性的、功能性的、認知的,關係程度越強的大群體滿意程度越低。因此,綜合上述言論,當其他顧客失誤發生時,共享服務空間且被影響的消費者以及同行夥伴,滿意度的確會受到這些惡質顧客的影響,而影響的程度,視此次當日消費的目的屬性、同行的夥伴關係以及人數多寡而定,尤其當該次任務屬於實用性目的時,關係程度越強的大團體,彼此間的相互支持度以及影響能力都較高,因此,更容易影響彼此之間的情緒,更容易對服務提供者表示不滿。根據上述研究結果,本研究在實務方面提出了的「顧客相容性管理」重要性,也就是將同質性 (homogeneous) 的顧客吸引到服務環境,然後再積極地管理好實體的環境與顧客之間的接觸進而提高顧客滿意度,除了建議業者鼓勵顧客事先訂位之外,更建議將實用性目的納入預約定位的系統中,才能有效管理顧客間互相干擾的狀況。
While there is some evidences that customer-to-customer interaction has a negative impact on customer satisfaction with the firm (e.g. Bitner et al., 1994; Grove and Fisk, 1997; Harris and Reynolds, 2003), few of these studies have focused specifically on answering why customers are upset by other customers blame the firm rather than the specific misbehaving individuals, which in turn leads to customer dissatisfaction? The purpose of this study is to consider social surroundings and task definition in situational factor (Belk, 1975) into different situations interrupted by other customers, however, when other-customer failure happened, how consumers react to different kinds of tie strength(such as strong tie-best friend or weak tie-new friend knew for few days only),different purposes(such as celebrating or discussing specific issue), and how do consumers react to firm's evaluation? A 2 (tie strength: strong vs. weak) × 2 (group sizes: 2 people vs. 7 people) × 2 (purposes: celebrating birthday vs. discuss specific issue) between-subject factorial design was used to test our predictions. Subjects were exposed to a written scenario describing other-customer misbehavior in a restaurant. A restaurant context was chosen as appropriate for this study since real-life dysfunctional customer behavior is common in this industry (Harris and Reynolds, 2003). The results of this study show that: Customers were less satisfied when the partners are beloning to strong tie and big group size, especially in utilitarian goal. People will get more confidence and support if their group is bigger and have strong tie relationship, when they suffered other-customer failure.
其他識別: U0005-2606201023143900
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