科技型與人際型服務接觸對關係利益的影響

The Impacts of Technology-Based and Interpersonal-Based Service Encounter on Relationship Benefits

方世榮(Shyh-Rong Fang) ； 許秋萍(Chiu-Ping Hsu)

《管理評論》 24卷2期 (2005/04) Pp. 53-76

https://doi.org/10.6656/MR.2005.24.2.CHI.53

摘要

過去有關服務接觸的研究，主要著重在人際接觸對服務品質的影響。近年來以科技為主的服務接觸之文獻雖逐漸增多，但大都為質性研究，較少量化的研究，更鮮少以顧客特性同時分析兩種服務接觸類型。本研究以銀行業與飯店業的顧客為調查對象，探討人際型與科技型服務接觸對顧客關係利益的影響，並以顧客關係傾向與顧客科技傾向作為干擾變項。本研究得出以下四個結論：(1)人際型服務接觸程度越高，越可能提高顧客所獲得的特殊對待利益、信心利益與社會利益。(2)科技型服務接觸程度越高，顧客所獲得的特殊對待利益與信心利益越高，但社會利益則降低。(3)在高人際服務接觸下，高關係傾向的顧客可獲得較高的關係利益。(4)在高科技服務接觸程度下，高科技傾向的顧客可獲得較高的關係利益。

關鍵字

服務接觸 ； 關係利益 ； 關係傾向 ； 科技傾向 ； 科技準備度 ； 科技焦慮度

並列摘要

We find that the literatures of service encounters mostly focused on the impact of interpersonal-based service encounters on service quality. Recently, there are much more researches on technology services. Yet, there has been extremely little academic research comparing the influences of the interpersonal-based service encounter and the technology-based service encounter on relationship benefits. In this study, we use banking industry and hotel industry as the samples to examine the influences of these two types service encounters on relationship benefits. Furthermore, we examine the moderator effect of customer relationship proneness and customer acceptance of technology proneness. The outcomes are as the following: (a) The customer relationship benefits increase when the level of interpersonal-based service encounter is higher. (b) The special treatment benefit and confidence benefit increase when the level of technology-based service encounter is higher; meanwhile, the social benefit decrease. (c) Customers with higher relationship proneness can receive higher relationship benefits in high level of interpersonal-based service encounter. (d) Customers with higher technology proneness can receive higher relationship benefits in high level of technology-based service encounter.

並列關鍵字

service encounter ； relationship benefit ； relationship proneness ； technology proneness ； technology readiness ； technology anxiety

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