一場好秀的設計－探索服務接觸影響因素之研究

A DESIGN OF GOOD SHOW - A STUDY OF THE INFLUENCING FACTORS OF SERVICE ENGAGEMENT

鍾政偉(Cheng Wei Chung)

《Journal of Data Analysis》 15卷6期 (2020/12) Pp. 59-77

https://doi.org/10.6338/JDA.202012_15(6).0004

摘要

觀光服務業的市場快速成長，已成為各國高度重視的重要產業，每一個國家為了能在旅客心中建立良好的印象，無不努力追求提升旅客的滿意程度。本研究以劇場理論為基礎，重新描繪了服務現場。研究從2016年至2019年間，調查了9,592位曾經到訪旅遊服務中心的旅客，並使用了結構方程式進行假設驗證。研究結果發現，服務接觸是滿意度最強的前置因素；而與其他研究不同的是，本研究認為，服務人員的同理心有助於強化服務接觸而不是直接影響滿意程度。此外，服務環境雖有助於強化旅客滿意程度，但對於服務接觸的影響更為明顯。而正如本研究結果所證實的，未來旅遊服務中心的服務環境在設計上可針對服務社交的強化進行設計，這將有助於旅客滿意度更好的感受。這項研究的相關結果擴展了服務的劇場理論，並同時替實務現場提供了具體的建議。

關鍵字

劇場理論 ； 服務接觸 ； 同理心 ； 服務環境

並列摘要

The tourism market has grown rapidly into an important industry that is highly-valued around the world. In order to leave a good impression on them, every country strives to improve the satisfaction of its tourists. Based on the theater theory, this study research design to redraw the service scene. This study has surveyed 9,592 travelers who visited the Visitor Information Center between 2016 and 2019, and it has used the structural equation to verify the hypothesis. It found that service engagement is the pre-factor that leads to the strongest satisfaction. Unlike other studies, this study suggests that the empathy of service personnel can help to strengthen service engagement, rather than directly affect satisfaction. In addition, although the service environment can help to increase passenger satisfaction, its impact on service engagement is more obvious. As confirmed by the results of this study, the service environment of the Visitor Information Center in the future can be designed for the enhancement of service socialization, which will contribute to better passenger satisfaction. The relevant results of this research expand the theater theory of service and, at the same time, provide specific suggestions for the practical scene.

並列關鍵字

theater theory ； service engagement ； empathy ； service environment

參考文獻

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