自助式服務企業顧客續購意願影響因素之探討

Exploring the Determinants of Customer Repurchase Intentions in Self-Service Businesses

黃鵬飛 ； 蘇湘婷

《2009服務業行銷研討會論文集》 2009年 (2009/05) Pp. 354-373

https://doi.org/10.30090/service.200905.0354

摘要

過去關於自助式服務的研究雖多，但大多數在探討自助式服務科技的導入與應用。本研究建立一個自助式服務顧客購買意願影響因素的概念架構，以便利性、經濟性、安全性、複雜性、商店氣氛及有形物品質等六個組織因素以及控制性與相容性等兩個顧客個人因素做爲前置變項，並將顧客價值認知導入此一研究模型中作爲中介變數，以探討如何影響顧客的購買意願。
本研究以問卷作爲實證調查工具，採人員訪問法針對自助式服務消費者完成450份有效問卷。統計分析結果顯示在自助式服務情境中(1)該六個組織因素及二個顧客個人因素都顯著影響顧客價值認知（雖然其相對影響力有差異），而顧客價值認知顯著影響顧客續購意願；(2)顧客價值認知擔任關鍵中介變數的角
色。

關鍵字

自助式服務 ； 顧客價值認知 ； 續購意願 ； 組織因素 ； 顧客個人因素

並列摘要

The service industry, particularly the self-service businesses, will be more important while economy continues to develop. More self-service business styles are applied in human living and work because of the advance of service and information technologies. Thus much more academic research on self-service is needed in view of its growing pervasiveness and importance to people's life and work. Also it is imperative for practitioners to fully understand key successful factors of self-service to strengthen their competitiveness. Much extant academic research on self-service, however, has been focused on the introduction and implication of self-service technologies; relatively little attention has been paid to the exploration of customer repurchase intentions for self-service and its determinants. Based on this research gap, the current study proposes a conceptual framework of customer repurchase intentions for self-service. This framework theorizes perception of customer value as the key mediating variable serving to mediate the impact on customers' purchase intentions of six organizational factors (convenience, money-saving, security, complexity, store atmosphere, and tangibles) and two customer factors (controllability and compatibility.)
In the second part of the study we conducted an empirical survey to examine the fitness of the proposed framework. Statistical analyses based on 450 questionnaires by consumers in the self-service business show that: (1) the six organizational factors and two customer factors are all significantly related to customer value perception, despite their different contributions. (2) Customer value perception is the key mediating variable in the framework.
The proposed conceptual framework and findings of the research can provide insight for academicians into the study of self-service businesses and will help practitioners identify factors (and their relative importance) that influence the purchase of self-service. We also discussed the managerial implications and limitations of the study, and provided suggestions for practitioners and research directions for future studies.

並列關鍵字

self-service ； customer value perception ； repurchase intention ； organizational factors ； customer factors