服務業廣告中員工行為類型對服務品質預期、廣告真實性、與品牌態度的影響

The Influences of Employees' Behavioral Type on Consumers' Expected Service Quality, Perceived Advertising Authenticity, and Brand Attitude in Service Advertising

楊俊明(Chun-Ming Yang) ； 徐巧(Chiao-Hsu)

《行銷評論》 15卷1期 (2018/03) Pp. 101-132

摘要

服務業常在廣告中呈現理想員工行為，藉以向消費者溝通服務承諾；但相關研究尚未論及廣告中理想員工行為若分屬角色內或角色外行為時，將如何影響消費者。根據角色理論，本研究探討服務業在廣告中呈現不同角色類型（角色內或角色外）的理想員工行為時，對消費者品牌態度的影響，並提出兩個中介因素（服務品質預期與廣告真實性知覺）、及兩個調節變數（品牌熟悉度與真實性線索有無）。實驗一結果顯示：廣告中出現角色外的理想員工行為會正面影響服務品質預期與負面影響廣告真實性知覺，更會透過此二因素中介而影響品牌態度。實驗二進一步加入品牌熟悉度作為調節變數，結果發現：消費者面對高熟悉度品牌時，可緩解廣告中呈現角色外行為對廣告真實性知覺的負面影響，但低熟悉度品牌則維持與實驗一相同之結果。最後，實驗三則是針對低品牌熟悉度情況下，主張加入真實性線索為可行的行銷作法。結果顯示：低熟悉度品牌若提供真實性線索，可彌補呈現理想員工角色外行為時所可能對廣告真實性知覺造成的負面影響。

關鍵字

角色理論 ； 廣告真實性 ； 服務品質預期 ； 服務業員工 ； 品牌態度

並列摘要

Drawing on the role theory, three experiments demonstrate that consumer's brand attitude is affected by which type of employee behavior exhibited in advertising. Comparing with intra-role behaviors, employee's extra-role behaviors lead to higher service quality expectation and lower perceived advertising authenticity. Moreover, both service quality expectation and perceived advertising authenticity positively affect consumer's brand attitude, they also mediate the relationship between behavior type and brand attitude. In Experiment 2, brand familiarity moderates the effects of employee's behavior type on service quality expectation and perceived advertising authenticity. The results of Study 3 show that unfamiliar brands can benefit from exhibiting employee's extra-role behavior by adding authenticity cues into advertising. Theoretical contributions and managerial implications are discussed.

並列關鍵字

role theory ； advertising authenticity ； service quality expectation ； frontline employee ； brand attitude

參考文獻

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