不同尷尬類型下，知覺尷尬程度對消費者再訪意圖之影響－以等待時間與服務人員態度、在場人數為干擾變項之探討

The Effects of Perceived Degree of Embarrassment on Revisit Intentions- Discuss of the Moderate Effects of Waiting Time, Attitude of Service Personnel and Number of People

留淑芳(Shu-Fang Liu) ； 王盈芳(Ying-Fang Wang)

《商業現代化學刊》 7卷4期 (2014/10) Pp. 1-24

https://doi.org/10.6132/JCM.2014.7.4.01

摘要

現今服務業多強調顧客至上，而服務接觸過程免不了會出現失誤或窘境的情形，而當在服務接觸過程中，發生了尷尬情況，此時服務人員的效率與態度是否會產生重要的影響呢？而同行人多寡是否也會造成影響？為解答以上問題，本研究將以實驗設計的方式，操弄等待時間(長/短)與服務人員態度(好/差)、在場人數(多/少)，分析消費者知覺尷尬程度差異以及其對再訪意圖的影響。研究結果顯示，消費者的知覺尷尬對再訪意圖有顯著正向影響，加入干擾變數等待時間與服務人員態度、在場人數後發現，在失禮情況下消費者較重視等待時間；在棘手情況下消費者則較重視服務人員態度，而在場人數則與知覺尷尬程度呈現顯著正向影響，也驗證以上兩干擾變數皆會對知覺尷尬程度產生差異影響，且經由知覺尷尬程度，會進而影響消費者的再訪意圖。

關鍵字

知覺尷尬程度 ； 再訪意圖 ； 等待時間與服務人員態度 ； 在場人數

並列摘要

Nowadays service industry more emphasizes on customer-oriented services, while people in the contact situations will inevitably appear mistakes or dilemma. However, when embarrassment occurs during the service contact, efficiency and attitude of staff or the number of people whether has significant Influence? In order to answer these questions, we use experimental design, and manipulate waiting time (length / short), staff attitude (good / bad), and the number of people (more / less) for analyzing. The results of this study showed that consumers' perceived degree of embarrassment had a significant positive effect on revisit intention. After adding two moderators (including waiting times and staff attitude, number of people), we found consumers more emphasized on waiting time in faux pas, but in sticky situation, they more emphasized on attitude of service personnel. In addition, number of people also had a positive impact on perceived degree of embarrassment. Eventually, our result proved two moderators through perceived degree of embarrassment would affect revisit intentions.

並列關鍵字

Perceived Degree of Embarrassment ； Revisit Intentions ； Waiting Time and Attitude of Service Personnel ； Number of People