餐飲業社交服務場景、負面情緒與顧客不當行為關係之研究

A Study on Correlations among Social Servicescape, Negative Emotion and Customer Misbehaviors in the Restaurant Industry

陳淑君(Shu-Jun,Chen)

指導教授 ： 蔡振蒼

台南應用科技大學/生活科技學院/生活應用科學研究所/碩士(2015年)

摘要

過去服務業以「以客為尊」的口號，成為服務員對待顧客不二法則，越來越多實證研究顯示，顧客不當行為存在的事實。而消費者主權概念為組織帶來許多正面效益，以顧客為中心可能會導致顧客認為有權選擇任何表現方式，無論是以正當或不正當的性質。而顧客不當行為若未有效處理，負面的口碑傳播，會導致企業的嚴重損失。因此，本研究目的旨在以顧客角度探討餐飲業社交服務場景、負面情緒與顧客不當行為之間的關係。本研究採立意抽樣，對在最近六個月內曾在台灣餐廳消費的受訪者進行調查，採用網路問卷發放480 份，共回收400 份，有效回收問卷83%；之後，進行敘述性統計、信度分析、效度分析等統計分析處理，再以PROCESS 工具中介干擾應用針對關係模式進行驗證。本研究結果發現，所有假設驗證中，僅有社交服務場景的同行顧客對顧客不當行為未有顯著影響，且負面情緒在社交服務場景和顧客不當行為之間有著中介效果。最後本研究將結果提供理論和實務貢獻。

關鍵字

社交服務場景 ； 負面情緒 ； 顧客不當行為 ； 惡質顧客 ； 餐飲業 ； 臺灣

並列摘要

In the past, the service sector’s “customer first” slogan has been the only guideline with regard to how customers should be treated. More and more empirical studies have validated the existence of customer misbehavior. Past literature has pointed out that the concept of
consumer sovereignty has brought many positive benefits to organizations.Customer-centered practices may lead customers into believing they have the right to choose any form of expression whether it is proper or improper in nature.The customer misbehavior failure to effectively deal, and negative word of mouth, Cause serious loss of business. Therefore, the purpose of this study is to explore the correlations among the social servicescape of the restaurant industry, negative emotions, and customer
misbehavior. Purposive sampling was then adopted as the sampling method. Those who have been customers of the restaurant industry in Taiwan over the past six months were targeted. were issued of 480 questionnaires,collected 400 questionnaires, the effective response rate was 83%.The data analysis was carried out using the SPSS22.0 statistical
software, descriptive statistics, reliability, validity. Re-use PROCESS tools mediator moderator applications for relational schema get on verification. The research results are all hypothesis verification , only social servicescape fellow customers not significant impact ,
negative emotions between social servicescape and customer misbehavior have mediator.Finally, the research results shall provide theoretical and practical contributions,recommendations and limitations.

並列關鍵字

social servicescape ； negative emotions ； customer misbehavior ； jaycustomer ； food and beverage industry ； Taiwan.

參考文獻

中文部份

陳順宇，(2005)。多變量分析(第四版)。臺北市：華泰文化。

英文部分

Al-Rafee, S., & Cronan, T. P. (2006). Digital piracy: Factors that influence attitude toward behaviour. Journal of Business Ethics, 63(3), 237-259.

Andaleeb, S. S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. Journal of Services Marketing, 20(1), 3-11.