服務接觸的跨文化管理之研究

隨著服務經濟迅速崛起，在世界經濟活動中逐步佔據了主導地位，服務業的發展水平成為衡量現代社會經濟發達程度的重要指標。在經濟全球化背景下，服務企業國際化已成為必然趨勢。因此，本研究以服務接觸的跨文化管理為題，探討文化對服務接觸的影響與管理。其研究結果顯示，關心和禮貌是對服務接觸滿意的最重要的因素，因此在對服務接觸進行評價時，個性化對象美國這樣的個人主義(Individualism)文化國家比對象日本這樣的集體主義(Collectivism)文化國家的消費者更為重要，而正式的禮儀對日本比對美國的消費者更重要。

關鍵字

跨文化；服務接觸

並列摘要

With the rapid emergence of the service economy, it has gradually gained a predominant position in the global economic activities. The development standard of the service industry has become an important indicator for measuring the degree of modern economic development. In the context of economic globalization, the service enterprises’ internationalization has become an inevitable trend. Therefore, this study adopted the cross-culture management of serviced encounters as the theme to explore the impact and magnement of culture on service encounter. The research results show that care and courtesy are the most important factors contributing to service encounter satisfaction. Hence, when evaluating service encounters, personalization is of greater importance to consumers from the United States, a nation of individualism, compared to consumers from Japan, a nation of collectivism. Meanwhile, formal etiquette is of even greater importance to Japanese consumers than American consumers.