店內氣氛、服務人員情緒與忙碌程度對顧客知覺服務品質與消費金額的影響－以顧客正向心情為中介效果

The Effects of Store Atmosphere, Service Employees' Emotions and Store Busyness on Customer Perceived Service Quality and the Amount of Total Consumption: The Mediating Effects of Customer Positive Moods

陳珮綺(Pei-Chi Chen)

《服務業管理評論》 12期 (2014/12) Pp. 21-39

摘要

本研究整合環境心理學與消費者行為的相關文獻，並以M-R環境心理學模式做為理論基礎，同時探討商店氣氛、服務人員情緒與忙碌程度是否會透過顧客正向心情，進而影響顧客消費金額、以及知覺服務品質。為驗證本研究之假設，樣本收集自45間價位與餐點相近的簡餐店，共收集203對的服務人員與顧客配對資料。結構方程模式結果發現，店內氣氛會透過提升顧客正向心情，進而提升顧客消費的金額與顧客的知覺服務品質；此外，店內氣氛亦會直接正面影響顧客知覺的服務品質。最後，服務人員的正向情緒，亦會透過正向影響顧客心情、進而正向影響顧客消費的金額與知覺服務品質。本研究亦針對研究結果的理論意涵與管理意涵加以討論之。

關鍵字

店内氣氛 ； 服務人員情緒 ； 忙碌程度 ； 顧客心情 ； 顧客消費 ； 服務品質

並列摘要

Based on the Mehrabian-Russell (1974) model, the present study integrates the literature from both environmental psychology and consumer behaviors to simultaneously examine whether store atmosphere, employee positive emotions and busyness predict customer total amount of consumption and perceived service quality through customer positive moods. The sample was composed of 203 employee-customer pairs from 45 restaurants with similar price and products. The results of structural equation modeling showed that store atmosphere positively predicted customer positive moods, which in turn increase customer total amount of consumption and perceived service quality. In addition, store atmosphere directly predicted high levels of perceived service quality. Finally, employee positive emotions also enhance customer total amount of consumption and perceived service quality via customer positive moods. Theoretical and practical implications were discussed.

並列關鍵字

Store atmosphere ； Employee positive emotions ； Busyness ； Customer positive moods ； Customer total consumption ； Service quality