服務體驗是現今服務業最重要的議題之一,也是服務公司競爭力的主要來源,由於過去針對服務體驗有系統性的文獻甚為缺乏,學術界至今缺乏研究相關文獻回顧與未來研究方向呼籲。本研究以國內外主要期刊之亞洲服務業相關內外部行銷相關文獻為基礎,回顧以亞洲題材為主的服務接觸與服務傳遞的相關服務體驗文獻,探討七大服務體驗研究主題:顧客與服務人員情緒、服務人員管理、服務環境、顧客參與、自助服務與科技、服務失誤與補救與顧客忠誠度管理。在每個主題中,分別探討兩大研究問題:(1)我們從過去文獻學到了什麼?(2)未來研究應探討哪些議題?本研究提供了相當有用的研究洞察,並指出未來研究具有潛力的方向,提供未來研究相當完整的基礎與指引。
Service experience is an important issue for the management of service firms in Asia, yet there lacks a thorough review of research literature in this field. In this review paper, we address two key questions from a service experience perspective: (1) what have we learned from prior research about service experience in Asia and (2) what major issues should future research in this area address. We examine these questions under seven major topics: customer/employee emotion, service employee management, service environments, customer participation, self-service technologies, service failure/recovery, and customer loyalty management. Our review offers useful insights and identifies many fruitful topics and questions for future research.