顧客消費過程之整合模型

The Integrated Model of Customers' Consumption Process

陳欣怡(Hsin-Yi Chen)

《國防管理學報》 31卷1期 (2010/05) Pp. 87-105

https://doi.org/10.29496/JNDM.201005.0006

摘要

本研究提出一個顧客消費過程的整合模型，包含了顧客參與、服務品質、認知價值、滿意度與行為意圖。研究結果顯示，顧客參與對行為意圖具有直接與間接的影響；此外，影響路徑為－顧客參與對於服務品質造成影響；服務品質影響認知價值；認知價值影響滿意度；滿意度影響行為意圖；再者，認知價值在服務品質與滿意度間扮演一個中介的角色。所以，不論在學術與實務上我們要力求 暸解顧客的認知價值到底為何並如何滿足他們的價值，因為顧客未來的消費行為是取決於對產品與服務認知價值的結果。

關鍵字

顧客參與 ； 服務品質 ； 認知價值 ； 滿意度 ； 行為意圖

並列摘要

This study proposed an integrated model of customers' consumption process including these constructs such as customer participation, service quality, perceived value, satisfaction, and behavioral intentions. The results showed that customer participation have both direct and indirect effects on behavioral intentions. In addition, the effected processes were also supported in this study, which were customer participation affected service quality, service quality affected perceived value, perceived value affected satisfaction, and satisfaction affected behavioral intentions. Also, perceived value plays the moderating role between service quality and satisfaction. Hence, we have to know what the customer's perceived value is and how to satisfy their value in the academic and practical field, because customers' consumption behavioral in the future will depend on the result of perceived value of product and service.

並列關鍵字

customer participation ； service quality ； perceived value ； satisfaction ； behavioral intentions