《顾客消费过程之整合模型.docVIP

顾客消费过程之整合模型 陈欣怡 文化大学国际企业管理研究所博士候选人 摘　　要 本研究提出一个顾客消费过程的整合模型，包含了顾客参与、服务质量、认知价值、满意度与行为意图。研究结果显示，顾客参与对行为意图具有直接与间接的影响；此外，影响路径为─顾客参与对于服务质量造成影响；服务质量影响认知价值；认知价值影响满意度；满意度影响行为意图；再者，认知价值在服务质量与满意度间扮演一个中介的角色。所以，不论在学术与实务上我们要力求暸解顾客的认知价值到底为何并如何满足他们的价值，因为顾客未来的消费行为是取决于对产品与服务认知价值的结果。 关键词：顾客参与、服务质量、认知价值、满意度、行为意图 The integrated model of customers’ consumption process Hsin-Yi Chen Abstract This study proposed an integrated model of customers’ consumption process including these constructs such as customer participation, service quality, perceived value, satisfaction, and behavioral intentions. The results showed that customer participation have both direct and indirect effects on behavioral intentions. In addition, the effected processes were also supported in this study, which were customer participation affected service quality, service quality affected perceived value, perceived value affected satisfaction, and satisfaction affected behavioral intentions. Also, perceived value plays the moderating role between service quality and satisfaction. Hence, we have to know what the customer’s perceived value is and how to satisfy their value in the academic and practical field, because customers’ consumption behavioral in the future will depend on the result of perceived value of product and service. Keywords: customer participation, service quality, perceived value, satisfaction, behavioral intentions 壹、研究背景与问题 顾客参与是指顾客在消费过程中由服务自己或与服务人员共同合作以协助创造服务价值的行为(Claycomb, Lengnick-Hall, and Inks, 2001)，亦即是顾客參与生产和给予服务的程度(Bendapudi and Leone, 2003；Dabholkar, 1996)，是买卖双方互动与交易过程的一部分。借着双方的互动，顾客有机会去参与以及体验整个消费过程，同时顾客在互动与沟通之中可感受到亲切的关怀与尊重，进而大多数的顾客都愿意再次光临(Robinette, Brand, and Lene, 2002)，并创造独特的价值(Prahalad and Ramaswamy, 2003)，也为企业带来新的契机(Prahalad and Ramaswamy, 2000)。所以不论在学术或实务上有越来越多的学者体认到顾客参与服务人员的服务生产过程的重要性。 前人针对顾客参与的研究大多着重在顾客参与对于顾客本身的影响，主要在于可以提高顾客对服务质量认知(Bitner, Faranda, Hubbert, and Zeithaml1997; Claycomb, Lengnick-Hall, and Inks, 2001; Lapierre ,1998; Ennew and Binks, 1999)、顾客满意度(Bitner,