顧客對顧客互動管理(CCI):知覺相容性的角色

customer-to-customer interactions management (CCI)：The Roles of Perceived Compatibility

吳開棋(Kai-Chi Wu)

指導教授 ： 林心慧

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2014年)

https://doi.org/10.6826/NUTC.2014.00095

摘要

摘要
本研究以消費者的國籍（地區）與消費者的心理人格為基礎，探討在不同服務接觸環境以及不同互動行為下，國籍（地區）與消費者的心理人格對知覺相容性的差異，並且進一步探討知覺相容性對於顧客滿意度的影響。研究採用模擬情境方式進行，由研究者設計在高服務接觸環境以及低服務接觸環境下研計設計「研究一」為顧客間互動發生負面互動行為與「研究二」為顧客間互動發生正面互動行為，各為3*2*2因子設計，操弄變數為「國籍（地區）」、「心理人格」以及「高/低服務接觸環境」，並探討「高/低服務接觸環境」干擾國籍（地區）及心理人格對知覺相容性的影響，以及知覺相容性對於顧客滿意度的影響。分析方法採用獨立樣本T檢定、變異數檢定及迴歸分析。
研究結果顯示，顧客間互動發生負面互動行為時，在高服務接觸環境下以及低服務接觸環境下，「國籍（地區）」和「心理人格」對「知覺相容性」有顯著影響，並且「高/低服務接觸環境」會干擾「國籍（地區）和「心理人格」對知覺相容性的影響；顧客間互動發生正面互動行為時，在高服務接觸環境下，「心理人格」對「知覺相容性」有顯著的影響，在低服務接觸環境下，「國籍（地區）」和「心理人格」對「知覺相容性」有顯著的影響，並且「高/低服務接觸環境」會干擾「國籍（地區）」對知覺相容性的影響。

關鍵詞：顧客間互動、心理人格、知覺相容性、服務接觸、顧客滿意度

關鍵字

顧客間互動 ； 心理人格 ； 知覺相容性 ； 服務接觸 ； 顧客滿意度

並列摘要

ABSTRACT
In this study, the consumer's nationality (region) and consumer psychology of personality as a basis to discuss service contacts in different environments and different interactions, nationality (region) differences in personality psychology and consumer compatibility, further explore the perceived impact of compatibility for customer satisfaction. Research conducted using simulated scenarios, designed by the researchers in high service and low exposure to environmental exposure to environmental research services Gauge Design "Study 1" as the occurrence of positive interaction between customer interactions as negative interactions between customers interact with the "Study 2" occurs each is 3 * 2 * 2 factorial design, manipulating variables as "nationality (region)", "psychology of personality" and "high / low exposure to environmental services" and to explore "high / low exposure to environmental services' interference nationality (region ) and psychological impact on the perception of personality compatibility, and perceived effects of compatibility for customer satisfaction. Analysis using independent samples T-test, ANOVA test and regression analysis.
The results show a negative interaction between customer interaction at high service and low exposure to the environment under exposure to environmental services, "nationality (region)" and "psychological personality" have a significant impact on the "perceived compatibility", and "high / low exposure to environmental services "would be interference" nationality (region) and 'psychological personality "perceived compatibility; positive interaction
between customer interaction occurs in the high exposure to environmental services," psychology of personality "to" perception compatibility "have a significant impact, at low exposure to environmental services," nationality (region) "and" psychological personality "have a significant impact on the" perceived compatibility ", and" high / low exposure to environmental services "would interfere impact on perceived compatibility "nationality (region)."

Keywords：Customer-to-customer interactions, personality psychology, perceived compatibility, Satisfaction

並列關鍵字

Customer-to-customer interactions ； personality psychology ； perceived compatibility ； Satisfaction

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