社會友誼關係於客製化服務作業中對顧客再使用意願之影響：以會館產業為例

傳統行銷理論主張，消費者認知的服務品質愈好，滿意度會愈高，未來愈有可能再次使用業者的服務。但是某些產業，如會館業，常需根據顧客需求客製化其服務作業流程，要確保或提升服務品質並不容易，令顧客滿意並與顧客發展出長期而有價值的關係變得非常困難。本研究擬探討社會友誼關係在顧客再使用決策中扮演的角色，並嘗試釐清其與服務品質、顧客滿意及會館消費者的再使用意願彼此間的關係。本研究採問卷調查蒐集資料，並利用LISREL來驗證研究架構。結果發現：社會友誼關係提升顧客認知的品質，進而影響顧客滿意度及再使用意願，同時社會友誼關係亦直接正向影響再使用意願。

關鍵字

客製化服務作業；會館產業；再使用意願；服務業；社會友誼關係

並列摘要

This study investigates the role of Social Friendship Relation plays in consumers' repurchase behavior. Extant literature argues that customers' perceived quality is positively related with perceived satisfaction and re-purchase intention. However, some industries may have to tailor make it's service process according to each customer's unique need. For example, customers of convention service industry may need a unique assortment of services such as convention, recreation, hotel, exercise etc. It is difficult for marketers to maintain customers' perception of service quality. A survey was conducted. LISREL was utilized to verify the theoretical framework. The results reveal that a better social friendship relation between the marketers and customers will increase customers' perception of service quality, which in turn will enhance their perception of satisfaction and intention to repurchase. More importantly, social friendship relation positively and directly influences customers' repurchase intention.