親暱接觸服務主客關係之研究

THE STRENGTH OF THE INTIMATE SERVICE ON THE RELATIONSHIP BETWEEN PROVIDER AND CLIENT

吳碧珠(WU, PI-CHU)

指導教授 ： 蔡坤宏 博士 ； 邱光輝 博士

國立臺北大學/商學院/企業管理學系/博士(2009年)

摘要

服務行銷已由產品主導邏輯 (G-D logic)，逐漸轉到服務主導邏輯 (S-D logic)，而親暱關係 (intimate relationship) 乃關係行銷中，顧客與服務者主客之間涉入最深、共同創造價值的一個重要服務類型。
本研究為橫斷面研究，並以分層系統方式以美髮連鎖店進行抽樣。旨在探討美髮服務業中，顧客與服務者主客間親暱接觸之關係強度，主要採用階層迴歸分析，研究發現：(1)服務者外表與技術吸引力會正向影響關係強度與顧客忠誠；(2)服務者外向性、謹慎性與和藹性的人格特質，會正向影響關係強度與顧客忠誠；(3)主客間關係期間會正向影響關係強度與顧客忠誠；(4)顧客對服務者知覺性別對服務者人格特質與關係強度間有調節作用。
從本研究發現顯示，親暱接觸關係強度及顧客忠誠的重要管理變數，包括服務者的外表與技術吸引力、服務者外向性、謹慎性與和藹性人格特質，及主客關係期間、服務者知覺性別等。因此，經營者可據以掌握此等管理變數，以強化主客關係，進而提高顧客忠誠。

關鍵字

關係強度 ； 親暱關係 ； 信任 ； 承諾 ； 吸引力 ； 人格特質 ； 知覺性別 ； 關係期間

並列摘要

Service-Dominated logic is a new marketing logic which is the transfer from a Goods-Dominated logic, and many scattered thought from the past began to fall in place. Intimate relationship is an important service type of the value co-creation between the provider and client.
This research performs stratified systematic sampling in a cross-sectional study using individual hair-dressing stores as a unit of analysis. Hierarchical regression analysis tests the hypotheses. Four important findings are highlighted in this research: (1) attractiveness positively affects relationship strength and customer loyalty; (2) agreeableness, conscientiousness and extraversion positively affects relationship strength and customer loyalty; (3) relationship longevity positively affects relationship strength and customer loyalty; (4) gender has a moderating effect on the relationship between provider’s personality trait and relationship strength.
This study shows that, although relationship strength plays a defining role in determining customer loyalty, there are various other variables involved. These variables include the hairdresser’s attractiveness, relationship longevity, and personality. This study hopes to draw a correlation between client-hairdresser relationship and increased customer loyalty. In this way, a strategy can be formed to improve the hairdressing business.

並列關鍵字

Relationship strength ； intimate relationship ； trust ； commitment ； attractiveness ； personaility trait ； perceived gender ； relationship longevity

參考文獻

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