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E10408
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022
溫泉旅館服務場景對顧客行為意圖影響之多層次分析:個人層級與商店層級變數之中介與干擾角色檢驗
A Multilevel Analysis on How Servicescape Affects Customer Behavioral Intentions in the Hot Spring Resort Sector: An Examination of the Mediating and Moderating Roles of Individual-Level and Store-Level Variables
1.張國謙
1.Kuo-chien Chang
1.致理科技大學休閒遊憩管理系
1.Leisure and Recreation Management, Chihlee University of Technology
001,002,003,004
1.致理科技大學休閒遊憩管理系
1.Leisure and Recreation Management, Chihlee University of Technology
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2015-08-01
A.14 計畫執行期間(訖):2016-07-31
2014-11-012015-03-30
A.16 收到日期:2016-09-23
2
造訪溫泉飯店的旅客

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顧客:519份; 員工:270份; 管理階層:177份

519
003
01
C.2 聯絡日期:2016-09-26
2
1.致理科技大學休閒遊憩管理系
1.Leisure and Recreation Management, Chihlee University of Technology
1
C.7 資料公開日期:2016-08-01
2
008
1
2
1
1
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3
001
1,2
1.溫泉旅館
2.服務場景
3.顧客情緒
4.顧客行為意圖
5.多層次結構方程式
1.Hot Spring Resort
2.Servicescape
3.Customer Behavioral Intentions
4.Multilevel Structural Equation Model
5.Customer Emotions
由於顧客體驗與員工行為對於企業營運之成功是密不可分的,但在餐旅研究領域中卻少以服務行銷金三角模型結合S-O-R(刺激—有機體—反應)模型之觀點來探討顧客體驗與員工行為間之關係,並予以實證性地檢驗。因此,結合個人與公司層次的研究議題,本研究則是以服務行銷金三角模型之觀點為基礎,實證性地檢驗公司層級變數(服務氣候與員工投入)對於個人層級變數關係間(刺激:服務場景—有機體:顧客情感—反應:行為意圖)之跨層次調節影響。本研究以溫泉旅館中之顧客、管理階層及員工作為資料蒐集對象(可避免同源偏差),且為避免統計分析時受資料巢套的影響,因此以階層線性模式探究變數中的假設關係。 
研究結果顯示員工行為影響了服務的傳遞,並且進一步澄清為何(公司層級的服務氣候與員工投入之跨層次調節角色)與如何(個人層級的知覺服務場景與顧客情感)間的交互效果顯著地影響了顧客於服務企業中的消費體驗。

Although customer experience and employee behavior are essential to a company’s success, few hospitality field studies have used the service marketing triangle model to empirically examine service climate and employee engagement as firm-level moderators of the individual-level stimulus(servicescape)–organism (customer emotions)–response (behavioral intentions) relationship. Data were collected from customers, managerial employees, and employees of hot spring resorts. To account for nesting effects, hierarchical linear modeling tested hypothesized relationships among variables. The results show employee behaviors contribute to service delivery and clarify why (cross-level moderation of service climate and employee engagement at the firm level) and how (perceived servicescape and customer emotions at the individual level) of their interactions crucially influence customer consumption experiences in a service firm. The study extends the S–O–R by demonstrating outcome variables are not limited to individual-level effects, as environmental characteristics (firm-level explanatory variables) are also major considerations.

D.16 完成檢誤日期:2016-10-19
D.17 預定釋出日期:2016-11-18
D.18 初次釋出日期:2016-11-18
D.19_1 最新版釋出日期:2016-11-18
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10.6141/TW-SRDA-E10408-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10408
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