服務屬性對交叉購買之影響效果

隨服務業在經濟版圖上擴張與服務企業的集團化，服務商品之交叉銷售逐漸成為趨勢，但從顧客角度分析交叉購買與其影響因素之關係在過去研究中卻不一致，有待進一步釐清。本研究試圖提出服務類型相似性的干擾效果來解釋，並從消費者的觀點，檢驗在服務屬性（地點便利性、一次購足便利性、功能性與技術性服務品質、企業規模與聲譽）與交叉購買之關係中，服務類別相似性是否具有干擾效果，以致於影響消費者向單一服務提供者一次購足所需相關商品的傾向；同時探討滿意度與信任的中介角色。本文以金融服務業之470位顧客為樣本，採用多群結構模式分析法驗證假說。研究結果顯示，地點之便利性、一次購足便利性、功能性服務品質、企業規模等，對交叉購買的影響，會受到服務類別相似性的干擾。滿意度與信任各扮演不同的中介角色，即服務滿意會影響高相似商品的交叉購買，但信任則是在低相似的交叉購買中具有影響力。

關鍵字

交叉購買；金融服務；滿意度；信任；服務品質

並列摘要

As service industry increasingly plays an important role in economy, the cross-selling of services emerges as a trend. Yet the empirical results of previous studies based on the customer's perspective in the relationship quality and cross-buying are mixed, and thus call for the further studies for clarification. This study develops and examines a framework of service attributes (e.g., locational and one-stop shopping convenience, functional and technical service quality, and firm reputation and size) having positive effects on cross-buying. Meanwhile, this study also examines the mediating roles of satisfaction and trust on the relationships between services attributes and cross-buying. Our results indicate that the relative importance of locational convenience and functional service quality is likely to decline, while the relative importance of one-stop shopping convenience and firm size is likely to increase as category dissimilarity increases. The relationship quality variables- trust and satisfaction-play different roles as mediators in our model. Technical service quality and firm reputation only have indirect effects on cross-buying dissimilar product categories through trust. Instead, satisfaction plays the mediating role for cross-buying similar product categories.

並列關鍵字

cross-buying ； financial services ； satisfaction ； trust ； service quality

參考文獻

Aaker, D. A.,K. L. Keller(1990).Consumer Evaluations Brand Extensions.Journal of Marketing.54(1),27-41.

Google Scholar

Ambler, T.,C. B. Bhattacharya,S. Edell,K. L. Keller,K. N. Lemon,V. Mittal(2002).Relating Brand and Customer Perspectives on Marketing Management.Journal of Service Research.5(1),13-25.

Google Scholar

Andaleeb, S.,A. Basu(1994).Technical Complexity and Consumer Knowledge as Moderators of Service Quality Evaluation in the Automobile Service Industry.Journal of Retailing.70(4),367-381.

Google Scholar

Anderson, E.W.,C. Fornell,D. R. Lehmann(1994).Customer Satisfaction, Market Share and Profitability: Findings from Sweden.Journal of Marketing.58(3),53-66.