服務對象對於涉入、滿意度與忠誠度之間關係的影響

The Influence of Service Receiver on the Relationships among Involvement, Satisfaction and Loyalty

黃峰蕙(Feng-Hueih Huarng) ； 洪瓈珍(Li-Chen Hung) ； 陳秋蓉(Chiou-Rung Chen)

《商業現代化學刊》 6卷1期 (2011/03) Pp. 125-147

https://doi.org/10.6132/JCM.2011.6.1.07

摘要

本研究主要探討服務涉入在滿意度與忠誠度之間的角色扮演是否受到服務對象的影響。針對服務接受者的服務特性來選擇四個服務產業，分別為美髮店、餐廳、機車維修行、寵物美容店，以一般消費者作為研究對象，有效問卷為618份。採用結構方程模式測試變數之間結構關係。研究結果發現，服務直接接受者的服務特性不會影響涉入構面，而服務直接接受者可能影響服務涉入在滿意度與忠誠皮之間所扮演角色之不同。當服務對象為顧客本身時，美髪服務涉入在滿意度與忠誠度間扮演完全中介角色；餐廳的服務涉入在滿意度與忠誠度間扮演部分中介角色。當服務對象為顧客物品時，機車維修服務涉入在滿意度與忠誠度間扮演完全中介角色；寵物美容服務涉入在滿意度與忠誠度間扮演無中介角色。

關鍵字

服務特性 ； 涉入 ； 滿意度 ； 忠誠度

並列摘要

This study aims to investigate the effects of service receiver on the role of service involvement between satisfaction and loyalty. Based on the service characteristics of direct recipient, four service industries were selected. Data was collected from 618 consumers of four types of service, and confirmatory factor analysis (CFA) with Amos 7.0 was carried out to ensure good measurement constructs. Structural equation pattern (SEM) tests the mediate and moderate effect of involvement. The results showed that the direct recipient of the service doesn't affect involvement construct, but the characteristic of service receiver lead to different roles of service involvement between satisfaction and loyalty. For hair-cut, involvement plays as a full mediator between satisfaction and loyalty. For restaurant, involvement proved to be a partial mediator. For motorcycle repair, involvement plays as a full mediator. For pet care, satisfaction direct affects loyalty, involvement does not cause loyalty.

並列關鍵字

Service Characteristics ； Involvement ； Satisfaction ； Loyalty