Customers' Voluntary Behavior: Are Men From Mars and Women From Venus?

How retail stores can improve customers' voluntary behavior (CVB) is an important business issue. Many extant studies on service quality were based on the rational thinking perspective, ignoring the impact on the behavior of customers' intuition and feelings. This research explores the two paths that influence customers' CVB, based on the neuro-marketing perspective of two brain mechanisms that affect consumers' behavior. Via empirical research, this study collected a total of 719 valid respondents with retail shopping experience. The results confirmed that the two paths do affect CVB: (1) rational thinking path: service quality positively affects CVB (direct effect); (2) intuitive emotional path: the feelings of satisfaction positively affect CVB. This study also found that gender exhibits some differences in CVB. Compared with males, females are more willing to engage in CVB behavior. Finally, the theoretical and managerial implications of this research are discussed.

關鍵字

service quality ； customer satisfaction ； customers' voluntary behavior ； gender differences

並列摘要

零售商店如何透過服務品質提升顧客自願行為是重要的經營課題，過去許多關於服務品質的研究多基於理性思維觀點，忽略了顧客直覺感受對決策行為的影響。本研究引用神經行銷學觀點，從兩種影響消費行為的大腦機制，探討影響顧客自願行為的兩條關鍵路徑，並建立相關假說。透過實證研究的方式，本研究針對具有零售消費經驗的受訪者進行研究，共蒐集有效樣本719份。研究結果確認本研究提出之影響顧客自願行為的兩條路徑：（1）理性思維路徑：服務品質正向影響顧客自願行為（直接效果）；（2）直覺情緒路徑：顧客滿意度正向影響顧客自願行為。本研究亦發現性別在顧客自願行為上有一些差異，女生較男生願意展現顧客自願行為。最後討論本研究的管理與實務意涵。

並列關鍵字

服務品質；顧客滿意度；顧客自願行為；性別差異

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