顧客-員工與顧客-顧客形象一致性對服務業品牌之影響

The Influence of Customer-Employee and Customer-Customer Congruence on Service Brand

黃曼鈞(Man-Jiun Huang)

指導教授 ： 林俊昇

國立臺灣大學/管理學院/國際企業學研究所/碩士(2015年)

https://doi.org/10.6342/NTU.2015.10797

摘要

顧客自我形象一致性對於服務產業的品牌策略而言有著重要的影響。然而，過往的研究多是從顧客與品牌形象的互動進行研究，卻甚少從顧客與員工及其他顧客的形象一致性觀點探討其對於品牌認知的影響。故本研究旨在建構一觀念性架構，探討顧客與服務員工與其他顧客自我形象一致性程度，對於品牌態度與未來行為意圖之影響。透過達成顧客自我形象與服務品牌的員工以及其他顧客的形象的一致性，提升顧客品牌認同與滿意度，進而探討顧客的品牌態度對未來行為意圖的影響。本論文針對剛實際體驗完服務品牌的服務後顧客，進行實體與電子的問卷調查，以便利抽樣法回收有效問卷共234份，採用結構方程式(Structural Equation Modeling)的統計分析方法驗證假說。研究結果顯示，顧客-員工形象一致性、顧客-其他顧客形象一致性對於顧客品牌認同、顧客滿意度均具有正向的關係，且當顧客品牌認同度越高時，顧客的未來購買意願也越高。本研究填補了過往服務品牌鮮少以服務場域內的服務員工及其他顧客共同作為研究主體的研究缺口，並證實服務場域內的他人對於顧客的認知與行為皆會有所影響，並可作為未來研究衡量服務品質的輔助構面。

關鍵字

顧客-員工形象一致性 ； 顧客-其他顧客形象一致性 ； 顧客品牌認同 ； 顧客滿意度 ； 未來購買意願

並列摘要

Customer self-brand congruity plays an important role in service brand management. While prior studies on this issue mainly focus on the customer-brand image congruity, limited research has emphasized the similarity among customer, service employee, and other customer in service settings. Therefore, this study attempts to fill this research gap by proposing a conceptual model exploring the impact of such similarities (i.e., customer-employee congruence and customer-other customer similarity) on brand evaluations to shed a light on this topic. Data collected from 234 customers was examined through structural equation modeling (SEM). Results show that the self-image congruity between customer and other individuals (i.e., service employees and other customers) influences brand identification, which in turn, affect customer satisfaction and purchase intentions. Implications, limitations and future research directions are then discussed.

並列關鍵字

Customer-Employee Congruence ； Customer-Customer Congruence ； Customer-Brand Identification ； Customer Satisfaction ； Purchase Intention

參考文獻

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