Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23416
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
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2606201023143900
顧客間互動
其他顧客失誤
情境因素
關係程度
群體大小
任務界定
滿意度
出版社: 行銷學系所
引用: ㄧ、中文部份 吳明隆 (民95) 。SPSS統計應用學習實務--問卷分析與應用統計。台北:知城。 社會心理學(三版)余伯泉、李茂興譯 (民92)。台北市:弘智文化 溫育佳 (民97) 。顧客間負面互動對服務評價之影響-以歸因理論來探討。 東吳大學企管學系碩士論文。 二、英文部份 Albas, D.C and Albas, C.A. (1989), “Meaning in context: The impact of eye Contact and perception of threat on proximity,” Journal of Social Psychology, 129(4), 525-531. Allen, V. L. (1965), “Situational factors in conformity,” In L. Berkowitz (Ed.), Advances in experi- mental socialpsychology (Vol. 2). New York: Academic Press. Argyle, M, (1976), “Personality and social behavior ,” Harre(Ed.). Oxford: Blackwell. Argo, J. J. , Dahl, D.W. , and Manchanda, R.V. (2005), “The influence of a mere social presence in a retail context,” Journal of Consumer Research, 32(2), 207-212. Arnold, M.J. and Reynolds K.E. (2003), “Hedonic shopping motivations,” Journalof Retailing, 79(1), 77-95. Aronoff. J., Woike, B. A., and Hyman, L. M. (1992),” Which are the stimulus in facial displays of anger and happiness: Configurational bases of emotion recognition,” Journal of Personality and Social Psychology, 62(6) ,1050-1066. Assael, H. (1995), “Consumer behavior and marketing action,” 6th, South- Western College Publishing, 599-630. Babin, B. J., Darden, W. R., and Griffin, M. (1994), “Work and/or fun : Measuring hedonic and utilitarian shopping value,” Journal of Consumer Research, 20(4), 644-656. Batra, R. and Athola, O.T. (1991), “Measuring the hedonic and utilitarian sources of consumer attitudes,” Marketing Letters, 2(2), 159-170. Bearden, W. O. and Etzel, M.J. (1982), “Reference group influence on product and brand purchase decisions,” Journal of Consumer Research, 9(2)3, 183-194. Beatty, S.E., Mayer,M., Coleman J.E. , Reynolds, K.E., and Lee L. (1996), “Customer-sales associate retail relationships,” Journal of Retailing, 72(3), 223-247. Belk, R.W. (1974), “An exploratory assessment of situational effects in buyer behavior ,“ Journal of Marketing Research, 11(2) , 156-163. Belk, R.W. (1975), “Situational variables and consumer behavior,” Journal of Consumer Research, 2(3), 157-164. Bitner, M. J. (1990), “Evaluating service encounters: The effects of physical surroundings and employee responses”, Journal of Marketing, 54(2), 69-82. Bitner, M.J., Booms, B.H. and Tetreault, M. S. (1990), “The service encounter: Diagnosing favorable and unfavorable incidents,” Journal of Marketing, 54(1), 71-84. Bitner, M. J. (1992), “Servicescapes: the impact of physical surroundings on customers and employees,” Journal of Marketing, 56(2), 57-71. Bitner, M.J., Booms, B. H., and Mohr, L. A. (1994), “Critical service encounters: The employee''s viewpoint”, Journal of Marketing ,” 58(4), 95-106. Brown, J.J. and Reingen P.H. (1987), “Social ties and word-of-mouth referral behavior,” Journal of Consumer Research, 14(3), 350-362. Caballero, M. J., Lumpkin, J. R., Brown, D., Katsinas, R., and Werner, S. (1985), “Waiting in line:A primary investigation,” Marketing: The next decade, FL: Southern Marketing Association, 46-49. Cardozo, R.N. (1965), “An experimental study of customer effort, expectation, and satisfaction,“ Journal of Marketing Research, 24(8), 244-249 Catwirght, D. and Zander, A. (1968), “Group dynamics: Research and theory(3rd )”, New York: Harper and Row. Chandon, P., Wansink, B. and Laurent, G. (2000), “A benefit congruency framework of sales promotion effectiveness,” Journal of Marketing, 64(4), 65-81. Chernev, A. (2004), “Goal- attribute compatibility in consumer choice,” Journal of Consumer Psychology, 14(1 and 2 ), 141-150. Childers, T. L. and Rao, A.R. (1992) “The influence of familial and peer-based reference groups on consumer decisions,” Journal of Consumer Research, 19(3), 198-211. Childers, T. L., Christopher, L. C., Peck, J. and Carson, S. (2001), “Hedonic and utilitarian motivations for online retail shopping behavior,” Journal of Retailing ,77(4),511-535. Chitturi, R., Raghunathan, R. and Mahajan, V. (2007), “ Form versus function: How the intensities of specific emotions evoked in Functional versus Hedonic Trade-offs mediate product preferences,” Journal of Marketing Research, 44(4),702-714. Chitturi, R., Raghunathan, R, and Mahajan, V. (2008), “Delight by design: the role of Hedonic versus utilitarian benefits,” Journal of Marketing, 72(3), 48-63. Cohen, A. J. (1966), “Deviance and control,” Englewood Cliffs: Pratice-Hall. Curren, M. T. and Folkes V. S. (1987),” Attributional influences on consumers'' desires to communicate about products,” Psychology and Marketing , 4(1), 31-45. Dahl, D., Manchanda, R. and Argo, J. (2001), “Embarrassment in consumer purchase: The role of social presence and purchase familiarity,” Journal of Consumers Research, 28, 473-481. Davies, B., Baron, S. and Harris, K. (1999), “Observable oral participation in the servuction system: toward a content and process model,” Journal of Business Research, 44(1), 47-53. Day, R. L. (1977), “Extending the concept of consumer satisfaction,” Advances in Consumer Research, 4,149-154. Dhar, R. and Wertenbroch, K. (2000), “Consumer choice between hedonic and utilitarian goods,” Journal of Marketing Research, 37(1), 60-71. Donovan, R. J. and Rossiter , J.R.(1982), “Store atmosphere: an environment psychology approach ,” Journal of Retailing, 58(1), 34-57. Engel, J. F., Kollat, D.T. and Blackwell, R.D. (1969), “Personality measures and market segmentation,” Business Horizons, 12(3), 61-70. Engel, J. F., Blackwell, R.D. , Miniard, P.W. (1995), “Consumer behavior(8th ed.)”, New York: The Dryden Press. Eroglu, S. A., Machleit, K. A. and Barr, T.F. (2005), “Perceived retail crowding and shopping satisfaction : the role of shopping values,” Journal of Business Research, 58(8),1146-53. Fisher, J. D. and Byme, D. (1975), “Close for comfort: sex differences in response to inasionsof personal space,” Journal of Personality and Social Psychology , 32 (1) , 15-21. Folkes, V. S., Koletsky, S. and Graham, J. L. (1987), “A field study of causalinferences and consumer reaction: the view from the airport,”Journal of Consumer Research, 13(2), 534-539. Fornell, C. (1992), “A national customer satisfaction barometer: The Swedish experience,”, Journal of Marketing, 56(1), 6-21. Forshyth, D. R. (1990), “Group dynamics (2nd ed),”, Pacific Grove, California: Brooks/Cole Publishing Co. Foster, I. R and Olshavsky, R. W. (1989), “An exploratory study of family decision-making using a new taxonomy of family role structure,” Advances in Consumer Research, 16 ,281-300. Frenzen, J. K. and Davis, H. L. (1990), “Purchasing behavior in embedded markets,” Journal of Consumer Research,17(1),1-12. Frenzen, J. and Nakamoto, K. (1993), “Structures, cooperation, and the flow of market information,” Journal of Consumer Research, 20 (3),360-375. Fullerton, R. A. and Punj, G. (1993), “Choosing to misbehave: A structural model of aberrant consumer behavior,” Advances in Consumer Research, 20 (1), 570-574. Fullerton, R. A. and Punj, G. (2003), “Repercussions of promoting an ideology of consumption: Consumer misbehavior ,” Journal of Business Research, 57(11), 1239-1249. Gardner, M.P. (1985), “Mood states and consumer behavior: a critical review,” Journal of Consumer Research, 12(3), 281-300. Granovetter, M. S. (1973), “The strength of weak tie,” American Journal of Sociology, 78 (6), 1360-1380. Grewal, D., J. Baker, M. L., and Voss, G. B. (2003), “The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores,” Journal of Retailing , 79(4), 259-268. Grove, S. J., and Fisk, R. P. (1992), “ Observational data collection methods of services marketing: An overview ,“ Academy of Marketing Science, 20(3), 217-225. Grove, S. J., and Fisk, R. P. (1997), “The impact of other customers on service experiences: A critical incident examination of "Getting Along",” Journal of Retailing , 73(1), 63-85. Grove, S. J., Fisk, R. P. and Drosch, M. J. (1998). “Assessing the theoretical components of service encounter: a cluster analysis examination,” The Service Industries Journal , 18 (3), 116-134. Gruenfled , D.H., Mannix, E.A., Williams, K.Y., and Neale, M. (1996), “Group composition and decision making : How member familiarity and information distribution affect process and performance,” Organization Behavior and Human Decision Processes, 67(1),1-15. Harris, K., Davies, B. J. and Baron, S. (1997), “Conversations during purchase consideration: sales assistants and customers,” International Review of Retail, Distribution and Consumer Research, 7 (3), 173-190. Harris, L. C. and Reynolds, K. L. (2003), “ The consequences of dysfunctional customer behavior,” Journal of Service Research, 6 (2), 144-161. Harris, L. C. and Reynolds, K. L. (2004), “Jaycustomer behavior: an exploration of types and motives in the hospitality industry,” Journal of Service Marketing, 18(5), 339-357. Hason, F. (1972), “Consumer choice behavior: a cognitive theory,” New York, Free Press. Hellier, P. K., Geursen, G. M. , Carr, R.A. and Richard, J. A. (2003), “Customer repurchase intention: A general structural equation model,” European Journal of Marketing, 37(11 and 12), 1762-1800. Herminia, I. (1997), “Paving an alternative route: Gender difference in managerial networks,” Social Psychology quarterly, 60(1), 91-102. Hess, R.L., Ganesan, S. and Klein, N.M. (2003), “Service failure and recovery: The impact of relationship factors on customer satisfaction ,” Academy of Marketing Science, 31(2), 127-146. Hess, R. L. Jr., Ganesan, S., and Klein, N. (2007), “Interaction service failures in a pseudo-relationship :The role of organizational attributions,” Journal of Retailing, 83(1), 79-95. Hirshman, E.C. and Holbrook, M.B. (1982), “Hedonic consumption emerging concepts, methods and propositions,” Journal of Marketing, 46(3),92-101. Hirschman, E.C. (1992), “The consciousness of addiction: Toward a general theory of compulsive consumption ,” Journal of Consumer Research,19(2) ,155-179. Holbrook, M.B., Hirschman, E.C. (1982), “The experiential aspects of consumption: consumer fantasies, feelings and fun,” Journal of Consumer Research, 9(2),132-140. Houston, F. S. and Gassenheimer, J. B. (1987),”Marketing and Exchange,” Journal of Marketing, 55(October), 3-18. Howard, J. A. and Sheth, J.N. (1969), “The theory of buyer behavior ,” New York: John Wiley and Sons, p.54 Huang , W. H.(2008), “ The impact of other-customer failure in service satisfaction,” International Journal of Service Industry Management, 19(4), 521-536. Jiang, Y. and Wang , C.L. (2006), “The impacts of affect on service quality and satisfaction: the moderation of service contexts,” Journal of Service Marketing ,20(4) , 211-218. Kakkar, P. and Lutz , R.J.(1975),”The psychological situation as determinant of consumer behavior ,” Advance in Consumer Research, 2(1)439-452. Kakkar, P. and Lutz , R.J. (1981).,“Situation influence on consumer behavior: A review,” In H.H. Kassarjian, T. Roberson, Scott, Foresman,& Company Perspectives in Consumer Behavior, Glenview, Illinois, p. 204-214. Katz, J. (1983), “Seductions of clime”, New York: Basic Books. Keister, L. A. (1999), “Where do strong ties come from? A dyad analysis of the strength of interfirm exchange relations during China’s economic transition,” The International Journal of Organizational Analysis, 7(1)5-24. Kempf, D. (1999), “Attitude formation from product trial: distinct roles of cognition and affect for hedonic and functional products,” Psychology and Marketing, 16(1),35-50. Kiecker, P. and Hartman, C. L. (1994), “Predicting buyers’ selection of interpersonal sources: the role of strong ties and weak ties,” Advances in Consumer Research, 21(1), 464-469. Knowles, P. A., Grove, S.J. and Pickett, G.M. (1993) , “Mood and the service customer,” Journal of Services Marketing, 7 (4), 41-52. Kolter, P. (1973), “Atmospherics as a marketing tool,” Journal of Retailing, 49(4), 48-64. Kolter, P. and Armstrong, G. (1997), “Principles of Marketing, 8th ed.,” N.J.: Prentice Hall. Langeard, E., Bateson, J.E.G. ,Lovelock, C.L. and Eiglier, P. (1981), “Marketing of services: New insights from consumers and managers”, MA: Marketing Science Institute. Lavidge, R.J. (1966), “The cotton candy concept: Intra- individual variability,” In Lee Adler amd Irving Crespi. Attitude Research at Sea, p.39-50. Chicago: American Marketing Association. Lazarus (1991), “Emotion and Adaptation,” New York: Oxford University Press. Levine, J.M. and Moreland, R. L (1990), “Progress in small group research,” Annual review of Psychology, 41(1),585-634. Liljander, V. and Mattsson, J. (2002), “Impact of customer pre-consumption mood on the evaluation of employee behavior in service encounters,” Psychology and Marketing, 19 (10), 837-60. Lascu, D. N., and Zinkhan, G. (1999), “Consumer conformity: Review and applications for marketing theory and practice,” Journal of Marketing Theory and Practice, 7(3), 1-12. Lovelock, C. H. (1994),” Product plus: How product + Service = Competitive advantage,” New York: McGraw-Hill. Lucas, J. W. and Lovaglia, M. J. (1998), “Leadership status, gender, group size, and emotion in face-to face groups,” Sociological Perspectives, 41(3), 617-637. Luo, X. (2005), “How does shopping with others influence impulsive purchasing?”Journal of Consumer Psychology, 15 (4),288-294. Mackie, D. M., Devos, T. and Smith, E R.(2000),” Intergroup emotions: Explaining offensive action tendencies in an intergroup context,” Journal of Personality and Social Psychology, 79(4), 602-616. Martin, C. L. and Pranter, C. A. (1989), “Compatibility management: Customer-to-customer relationships in service environments,” Journal of Service Marketing ,13 (3), 5-15. Martin, C. L. (1996), “Consumer-to-consumer relationships: Satisfaction with other consumers'' public behavior,” The Journal of Consumer Affairs , 30 (1), 146-169. Mattila, A. (1998), “An examination of consumers’ use of heuristic cues in making satisfaction judgments,” Psychology and Marketing, 15 (5), 477-501. McGrath , M.A. and Otnes ,C. (1995), “Unacquainted influencers: When strangers interact in the retail setting,” Journal of Business Research, 32(3), 261-272. McPherson, J.M. (1983), “The size of voluntary associations,” American Sociological Review, 61(9), 1044-1064. Miller, R. (1996), “Embarrassment: Poise and peril in everyday life,” New York: Guilford. Mills, M. K. and Bonoma , T. V. (1979a),” Deviant consumer behavior: A different view,” Advances in Consumer Research, 6(1), 347-352. Mittal, V., Huppertz, J. W. and Khare, A. (2008), “Customer complaining: The role of tie strength and information control,” Journal of Retailing, 84(2), 195-204. Moore, R., Moore, M. L. and Capella, M. (2005), “The impact of customer-to-customer interactions in a high personal contact service setting,” Journal of Services Marketing, 19 (6 and 7), 482-291. Moschis, G.P. (1985), “The role of family communication in consumer socialization of children and adolescents,” Journal of Consumer Research, 11(2) , 898-913. Moschis, G. and Cox, D. (1988), “Deviant consumer behavior,” presented at the 1988 ACR conference. Mullen, B., Symons, C., Hu, L. and Salas, E. (1989), “Group size, leadership, and subordinate satisfaction,” Journal of General Psychology, 116(2), 155-170. Nelson, R. E. (1989), “The strength of strong ties: social networks and intergroup conflicts in organizations,” Academy of Management Journal, 32(2),377-401. Nicholls, J. A. F, Roslow, S. and Dublish, S. (1997), “Time and companionship : key factors in Hispanic shopping behavior,” Journal of Consumer Marketing, 14(3),194-205. Nicholls, J. A. F, Roslow, S. and Dublish, S. (1999), “Relationship between situational variables and purchasing in India and USA,” International Marketing Review, 13(6),6-21. Noone, B.M and Mattila ,A.S (2009), “Consumer reaction to crowding for extended service encounters,” Managing Service Quality, 19(1), 31-41. Oliver, R.L. and Swan, J.E. (1989), “Consumer perceptions of interpersonal equity and satisfaction in transaction: A field survey approach”, Journal of Marketing, 53(2), 21-35. Oyewole, P. (2002), “Affective states of the consumer and satisfaction with services in the airline industry,” Services Marketing Quarterly, 23(4), 45-64. O’Curry, S. and Strahilevitz, M. (2001), “Probability and mode of acquisition effects on choices between hedonic and utilitarian options,” Marketing Letters, 12 (1), 37-49. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A conceptual model of service quality and its implications for future research,” Journal of Marketing, 49(4), 41-50 Pfohl, S.J. (1985), “Images of deviance and social control,” New York: McGraw- Hill Prahalad, C. K. and Ramaswamy,V. (2000), “Co-opting customer competence,” Harvard Business Review “, 78(1), 79-87. Raajpoot, N. A. and Sharma, A. (2006), “Perceptions of incompatibility in customer-to-customer interactions: examining individual level differences,” Journal of Service Marketing, 20(5), 324-332. Reynolds, K.E. and Sharon E. B. (1999), “Customer benefits and company consequences of customer-salesperson relationships in retailing,” Journal of Retailing, 75(1), 11-32. Robert J. E. (1981),” Embarrassment: The state of research,” Current Psychological Reviews, 1(2), 125-138. Sandell,R.G. (1968) , “Effects of attitudinal and situational factors in reported choice behavior,” Journal of Marketing Research,5 (4), 405-408. Sanna, L.J. and Shotland, R.L. (1990), “Valence of anticipated evaluation and social facilitation,” Journal of Experimental Social Psychology, 26, 82-89. Smith, A. K., Bolton, R. N. and Wagner, J. (1999), “A model of customer satisfaction with service encounters involving failure and recovery,” Journal of Marketing Research, 36(3),356-372. Strahilevitz, M. and Myers, J.G. (1998), “Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell,” Journal of Consumer Research, 24(4) , 434-446. Stayman, D.M. and Deshpande R.(1989), “Situational ethnicity and consumer behavior,” Journal of Consumer Research, 16(3) , 361-371. Strombeck, Stephen D. and Wakefield, K.L. (2008), “Situational influences on service quality evaluations,” Journal of Services Marketing, 22(5), 409-419. Strutton, D., Vitell, S. J. and Pelton, L. E. (1994), “How consumers may justify inappropriate behavior in market settings: An application on the techniques of neutralization,” Journal of Business Research, 30(3), 253-260. Swinyard, W.R. (1993), “ The effects of mood, involvement, and quality of store experience on shopping intentions,” Journal of Consumer Research, 20(2), 271-80. Tax, S.S. and Brown, S.W(2006), “Recovering and learning from service failure”, Solan Management Review, 75-88. Taylor, S.E., Peplau, L.A and Sears, D.O (2006), “Social Psychology (12th ed.),” New Jersey: Person Education. Thomas, E. J. and Fink, C. F. (1963), “Effects of group size,” Psychological Bulletin, 60(4), 371 - 384. Van, K.P., De, W. K., and Van W. W. (1999), “The impact of task definition on store-attribute saliences and store choice,” Journal of Retailing, 75(1), 8-10. Verlegh, P.W.J., Candel, M.J.J.M. (1999), “The consumption of convenience foods: reference groups and eating situations,” Food Quality and Preference, 10(6), 457-464. Wakefield, K.L, and Stone, G.W (2004), “Social influence on post purchase brand attitudes ,” Advances in Consumer Research, 31, 740-746. Wang, C.L., Chen , Z. X, Chan, A.K.K. and Zheng, Z.C. (2000), “The influence of hedonic value on consumer behaviours: an empirical investigation in China”, Journal of Global Marketing, Vol.14,p.169-186. Ward, S. and Robertson, T.S. (1973), “Consumer behavior research: Promise and prospects ,” Englewood Cliffs: Prentice- Hall. Weiner, B. (2000), “Attributional thoughts about consumer behavior,” Journal of Consumer Research, 27(3)382-387. Westbrook, R. (1981), “Sources of consumer satisfaction with retail outlets,” Journal of Retailing, 57(3), 68-85. Wicker , A.W. (1972) ,“Processes which mediate behavior-environment congruence,” Behavioral Science ,17(3), 265-277. Wirtz, J. and Chew, P. (2002), “The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behavior ,” International Journal of Service Industry Management, 13(2), 141-162. Yan, R. N. and Lotz, S. (2009), “Taxonomy of the influence of other customers in consumer complaint behavior: A social-Psychological perspective,” Journal of consumer satisfaction, 22, 107-126. Yi, Y. (1990), “A critical review of consumer satisfaction, in Zeithaml, V.(ed.), Review of Marketing, American Marketing Association, Chicago, IL, 68-123. Zajonc, R. B., Heingartner, A. and Herman, E. M. (1969),” Social enhancement and impairment of performance,” Journal of Personality and Social Psychology, 13, 83-92. Zemke, R., and Anderson, K. (1990), “ Customers from Hell,” Training , 2, 25-33. Zhuang, G., Tsang, A. S. L., Zhou, N., Li, F. and Nicholls, J. A. F. (2006), “Impacts of situational factors on buying decisions in shopping malls,” European Journal of Marketing, 40( 1 and 2), 17-43. Zhuang , Y. and Zinkhan, G.M. (1991), “Humor in television advertising: the effects of repetition and social setting,” Advances in Consumer Research, 18, 813-818.
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.
URI: http://hdl.handle.net/11455/23416
其他識別: U0005-2606201023143900
Appears in Collections:行銷學系所

文件中的檔案:

取得全文請前往華藝線上圖書館



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.