驚喜對顧客滿意影響之研究─以地位消費為調節變數

The effect of surprise on customer satisfaction-The moderating role of status consumption

曾琬筠(Wang-Yun Tseng)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

驚喜這個概念已在許多先前的研究中被探討，但關於地位消費對驚喜與顧客滿意之調節影響研究仍然有限，因此，本研究針對不同層級之地位消費的調節效果來進行研究；此外，兩個種類的產品也被加入研究之中，此兩種產品將會無預期地出現在顧客面前，以引發顧客驚喜的情緒。
此研究為2×2之因素設計實驗，並且以飯店為場景之劇情設計為實驗方法。受測者為184位EMBA學生，刪除不完整的資料後，共有176筆資料被拿來做研究分析。此研究採用共變數分析(ANCOVA) 方法，來檢測地位消費之高地，對驚喜與顧客滿意之調節效果。
研究結果指出，功利與享樂性產品之驚喜，皆可有效的達成顧客滿意；而高地位消費之顧客確實較偏好享樂型產品之驚喜，反之，低地位消費之顧客較偏好功利型產品之驚喜。

關鍵字

驚喜 ； 顧客滿意 ； 地位消費

並列摘要

The concept of surprise has been studied in previous literatures, but the investigation into the effect of surprise and status consumption on customer satisfaction is scant. Thus, this study aims at the moderating role of different levels of status consumption. Besides, two types of products were added into this study. They showed up unexpectedly, in order to elicit the emotion of surprise from customers. The experiment was manipulated with hypothetical scenarios in a 2 × 2 factorial design in a hotel setting. Participants were 184 EMBA students, and yet a total of 176 were used to analyze by using ANCOVA method. The results indicated that both utilitarian and hedonic products showed up unexpectedly were effective in satisfying customers. Customers with high levels of status consumption would prefer hedonic products that come from a surprise. Conversely, customers with low levels of status consumption would prefer utilitarian products that come from a surprise.

並列關鍵字

surprise ； customer satisfaction ； status consumption

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