服務接觸人員行為量表之建立及其與服務互動品質關係之研究

The Scale Development for Service Encounter Behavior and the Relationship between Service Encounter Behavior and Service Interaction Quality

週建亨(Chien-Heng Chou) ； 陳津美(Chin-Mei Chen) ； 曾郁雯(Yu-Wen Tzeng)

《文大商管學報》 9卷2期 (2004/10) Pp. 67-84

https://doi.org/10.30163/BR.200410.0004

摘要

本研究之目的，是建立一衡量服務接觸人員與消費者之互動行爲量表，以補足過往研究中，僅以整體的槪念來衡量互動行爲與互動品質認知之關係，因此無法檢定究竟何種行為會與互動品質認知有顯著相關的缺憾。本研究基於過往研究之結果，歸納出三類可能會影響消費者互動品質認知的互動行爲，亦即肢體語言、語言的自我揭露以及人際互動時的行爲物質。經以美容沙龍業爲對象之量化分析結果顯示，肢體語言與消費者互動品質認知並無顯著的相關，語言的揭露及運動時的行爲物質與互動品認知有顯著的正相關。本研究針對此一結果，提出策略含意及後續研究建議。

關鍵字

服務接觸人員行為 ； 肢體語言 ； 語言揭露 ； 互動行為特質 ； 互動品質認知

並列摘要

The purpose of this study is to develop a scale for the interaction behavior between customer and service encounter. The scale will help to identify the type of behavior that would be significantly related to interaction quality perceived by the customer. Such a research topic is important in designing service script but is ignored in the existing literature. On the basis of existing literature on the effects of behavior on information receivers' perceptions and attitudes, we concluded that body language, self-disclosure, and characteristics of interaction behavior would be significantly and positively related to interaction quality perception. Using customers of beauty parlors as respondents, a quantitative analysis shows that language disclosure and characteristics of interaction behavior are, but body language is not, significantly and positively related to interaction quality perception. Theoretical implications and further research suggestions are discussed.

並列關鍵字

service encounter behavior ； body language ； self-disclosure ； characteristics of interaction behavior ； interaction quality

參考文獻

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