新增服務體驗對於企業創造差異化與競爭優勢而言具有至關重要的影響,在實務界亦已獲得許多企業的關注。然而,在過往學術研究中,卻甚少針對新增服務體驗進行定義與討論,有關新增服務體驗如何影響顧客的感受與行為,更是缺乏深入的探討。故本研究旨在建立一個研究模型,以顧客角度為出發點,討論不同的新增服務體驗面向,對於顧客感受之服務價值與顧客行為的影響。 本研究透過建立研究模型,將新增服務體驗之認知體驗、情感體驗,以及服務價值與顧客影響行為等變數,納入研究架構,針對曾經體驗過企業提供之新增服務的顧客進行電子問卷調查,以簡單隨機抽樣法回收有效問卷共348份,並採用結構方程式的統計分析方法驗證假說。 研究結果發現,不論是新增服務體驗之認知體驗或是情感體驗,與顧客感受的服務價值均有正向的關係,且當服務價值感受越高時,就越能夠促使顧客進行顧客影響行為。本研究填補了過去文獻鮮少關於新增服務體驗之定義以及內容探討的研究缺口,並為新增服務體驗議題提供學術與管理上的意涵。
Service experience addition plays an important role for firms to achieve competitive advantage; however, limited research has put emphasis on this issue. Therefore, this study attempts to fill the research gap by defining and investigating service experience addition. A theoretical framework was established to explore the effects of service experience addition (including cognitive and affective experience dimensions) on service value, which in turn, affects customer influence behavior. Survey data collected from 348 customers was examined through structural equation modeling (SEM). Results indicated that cognitive and affective experience have positive influences on service value, which then affects customer influence behavior. Implications, limitations, and future research directions are then discussed.