服務品質與購後行為意圖關係之研究－以台中百貨業為例

The Relationships between Service Quality and Post-purchasing Behavioral Intentions in Department Store

賴其勛(Chi-Shiun Lai) ； 邴傑民(James Ping) ； 李雅雯(Ya-Wen Lee)

《企業管理學報》 49期 (2001/04) Pp. 135-158

摘要

本文探討百貨業的服務品質對購後行為意圖之影響，分析服務人員與顧客對服務品質的認知差距，作為業者提昇服務品質的依據。結果發現：(1)服務品質的認知有顯著差距，尤其是「禮貌與關懷」，顯示員工對顧客的禮貌與關懷不足，卻高估自己的表現；(2)整體服務品質與購後行為意圖顯著相關。其中「有形與可靠」愈好，消費者愈忠誠，在不滿時，愈可能採取公開抱怨行為及私下抱怨行為；「禮貌與關懷」愈好，消費者愈忠誠，在不滿時，愈會採取公開抱怨行為，愈不會採取私下抱怨行為；(3)過去購買經驗會影響購後行為意圖，「遭遇問題已解決者」最可能表現忠誠的行為，在不滿時，最可能採取公開抱怨行為，使公司有彌補的機會。

關鍵字

服務品質 ； 購後行為意圖 ； 百貨業

並列摘要

The study is intended to explore the relationships between service quality and post-purchasing behavioral intentions in department store and analyze perceptual differences on service quality between service personnel and consumer as a base to enhance service quality. The results are: (1) There are significant differences in service quality perceptions, especially in ”courtesy and empathy”, indicating service personnel's insufficient courtesy and empathy, but overestimating their performance; (2) There are significant correlations between. Over all service quality and post-purchasing behavioral intentions. As for the service quality dimensions, ”tangibility and reliability” is positively associated with consumer's loyalty and in case of dissatisfaction, also positively associated with public and private complaining behaviors. ”Courtesy and empathy” also shows influence. It is positively associated with consumer's loyalty and in case of dissatisfaction, positively associated with public complaining behavior and negatively related to private action; (3) Past purchasing experience will affect ' post-purchasing behavioral intentions. Consumers whose problems had been resolved show the highest loyal behavior and in case of dissatisfaction, they would most likely adopt open complaining behavior.

並列關鍵字

Service quality ； Post-purchasing behavioral intentions ； Department store industry