- 學位論文
服務環境---顧客關係研究架構： 針對北台灣Spa產業之個案研究
A Research Framework of Servicescape-Customer Relationship: Case Study of Spa Industry in Northern Taiwan
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摘要
本研究透過對服務環境與顧客關係品質、行為模式的理論及應用實務之分析，形成服務環境與顧客關係品質、行為模式相關性之研究架構，以Bitner（1992）服務場景模型為基礎，將原有的三個構面(周遭因素、功能/空間、標示)納入美學價值觀點的第四構面（裝飾工藝與美學），並依據顧客及員工內在反應的不同，探討彼此間的互動對顧客關係的影響；並以中壢蝶蒙 D'Amour Spa館為個案進行實證研究，透過與館方高階管理人員之深度訪談，揭露服務環境與顧客關係品質、行為模式之相關性，以保障企業之永續發展。 結果顯現，台灣北區Spa業服務場景的周遭因素對顧客之認知、情感、生理反應，員工之生理反應；機能與空間對顧客之認知、生理反應，員工之認知、情感反應；標示對員工之認知、情感反應；工藝裝飾藝術對顧客及員工之認知、情感反應等，都有正向關係。且員工反應比顧客反應來的重要， 因為除了正向反應員工與正向反應顧客之間，容易建立良好的顧客關係，負向反應員工與負向反應顧客之間，則難以建立良好的顧客關係。正向的員工反應與負向的顧客反應仍有可能發展出正向的顧客關係，而負向的員工反應與正向的顧客反應則較難發展出正向的顧客關係。
並列摘要
Through the analysis of the theories and applications for customer relationship quality and servicescape, it conducted the research framework of relativeness for customer relationship quality and servicescape . The research took D'Amour Spa as a case study, and mainly aimed in Service-providing officers and customers of the Spas in the northern area of Taiwan. By deeply discussions with high ranked supervisors and service-providing ladies and men , found out that some facts of the managements of the Spas in the mentioned area . Also there are some perception gaps between customers and service industries. It is necessary for service industry to pay more attentions to servicescape and accurately understand the importance & relativeness for customer relationship quality and servicescape so that the company could be everlasting. The results appeared that Ambient conditions of Physical environment dimensions affected customers’ & employees’ positive internal physiological responses, also customers’ cognitive and emotional responses ; and Space/function affected customers’ positive cognitive & physiological responses, also affected employees’ positive cognitive & emotional responses；and Signs/symbols/artifacts affected employees’ positive internal emotional & cognitive responses. While esthetic perception affected customers & employees’ cognitive & emotional responses.
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