過度服務之迷思－價位是關鍵嗎？

顧客至上並提供完善的服務是服務業一貫的宗旨，然而過於誇張或過於頻繁的服務，卻可能使顧客產生負面的感受，這類服務事件稱為「過度服務」。過去雖有不少研究探討顧客在過度服務事件的成因、認知與類型，但尚未有研究以價位與服務同時探討對滿意度與忠誠度的影響。本研究以2x3之雙因子實驗法，共設計六組情境（普通/過度服務，高/中/低價位）。研究結果發現價位不是問題，過度服務才是關鍵；以及，過度服務對於滿意度與忠誠度，是屬於減分的服務，值得重視。

關鍵字

過度服務；價位；顧客滿意度；顧客忠誠度

並列摘要

Customer first and offering the best service have always been the first principles of service industry. However, exaggerating service or too frequent attentions would lead to negative perceptions from customers. This particular phenomenon is called ＂over-attentive service.＂ Although there has been many studies done on its antecedents, perceptions, and categories, there still hasn't been done by using both pricing and service at the same time to investigate the influence of satisfaction and loyalty. This study applied 2x3 factorial experimental design with six scenarios (regular/over-attentive service, high/medium/low price). The result was that price isn't the issue; instead, it's over-attentive service. Also, over-attentive service resulting in lower customer satisfaction and loyalty is a matter worth looking into.