顧客一致性對於顧客順從之影響

The Influence of Customer Congruence on Customer Compliance

何韞廷(Yun-Ting Ho)

指導教授 ： 林俊昇

國立臺灣大學/管理學院/國際企業學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201700061

摘要

在高接觸的服務中，顧客對服務人員的順從行為，是帶來正向服務結果的關鍵要素之一。然而，過去顧客順從的文獻中，較缺乏服務環境對顧客順從影響的相關討論。本研究提出，顧客對於品牌特性、社交環境與實體環境等因素感受到的一致性，會正向影響順從行為，並進而影響顧客的滿意度及未來再次參與意願。
本研究以高接觸服務業的顧客為研究樣本，透過Google表單蒐集了418份有效問卷，並採用結構方程式(Structural Equation Modeling)，建立理論架構，針對顧客與服務人員、品牌、實體環境一致性對顧客順從的影響進行實證分析。
研究結果顯示，顧客與員工目標一致性、顧客與員工價值一致性、顧客與品牌一致性及顧客與環境一致性，對顧客順從存在正向影響，並進而影響到顧客滿意度和未來參與意願。

關鍵字

顧客與員工目標一致性 ； 顧客與員工價值一致性 ； 顧客與品牌一致性 ； 顧客與環境一致性 ； 顧客順從

並列摘要

In high-contact services, customer compliance to employee’s instructions and advice is one of the reasons that bring positive service outcomes. Although academic research urges attention to customer compliance, little research investigates the factors in service settings contexts that influence customer compliance. Given that, this paper emphasizes the positive effects of customer’s subjective congruence on customer compliance, and the following influence on consequences of customer compliance. This study collects data from 418 customers in high-contact services, and examines through structural equation modeling (SEM) to develop and test a conceptual framework. Results show that customer-employee goal congruence, customer-employee value congruence, customer-brand congruence, and customer-environment congruence positive influence customer compliance, which in turn positive effects customer satisfaction and anticipation of future participation. Finally, this study discusses implications and limitations, and suggest future research directions.

並列關鍵字

Customer-Employee Goal Congruence ； Customer-Employee Value Congruence ； Customer-Brand Congruence ； Customer-Environment Congruence ； Customer Compliance

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