服務環境－顧客關係研究架構：針對北台灣Spa產業之個案研究

A Research Framework of Servicescape-Customer Relationship: Case Study of Spa Industry in Northern Taiwan

10.30001/JIES.201103.0015

林欣美(Shin-Mei Lin)；丁怡萍(Yi-Ping Ding)

顧客關係品質 ； 服務環境 ； 服務場景模型 ； Customer relationship quality ； Servicescape ； Model of servicescape

美容科技學刊

8卷1期（2011 / 03 / 01）

197 - 222

繁體中文

本研究透過對服務環境與顧客關係品質、行為模式的理論及應用實務之分析，形成服務環境與顧客關係品質、行為模式相關性之研究架構，以Bitner(1992)服務場景模型為基礎，將原有的三個構面（周遭因素、功能／空間、標示）納入美學價值觀點的第四構面（裝飾工藝與美學），並依據顧客及員工內在反應的不同，探討彼此間的互動對顧客關係的影響；並以中壢蝶蒙D'Amour Spa館為個案進行實證研究，透過與館方高階管理人員之深度訪談，揭露服務環境與顧客關係品質、行為模式之相關性，以保障企業之永續發展。 結果顯現，台灣北區Spa業服務場景的周遭因素對顧客之認知、情感、生理反應，員工之生理反應；機能與空間對顧客之認知、生理反應，員工之認知、情感反應；標示對員工之認知、情感反應；工藝裝飾藝術對顧客及員工之認知、情感反應等，都有正向關係。且員工反應比顧客反應來的重要，因為除了正向反應員工與正向反應顧客之間，容易建立良好的顧客關係，負向反應員工與負向反應顧客之間，則難以建立良好的顧客關係。正向的員工反應與負向的顧客反應仍有可能發展出正向的顧客關係，而負向的員工反應與正向的顧客反應則較難發展出正向的顧客關係。

Through the analysis of the theories and applications for customer relationship quality and servicescape, it conducted the research framework of relativeness for customer relationship quality and servicescape. The research took D'Amour Spa as a case study, and mainly aimed in Service-providing officers and customers of the Spas in the northern area of Taiwan. By deeply discussions with high ranked supervisors and service-providing ladies and men, found out that some facts of the managements of the Spas in the mentioned area. Also there are some perception gaps between customers arid service industries. It is necessary for service industry to pay more attentions to servicescape and accurately understand the importance & relativeness for customer relationship quality and servicescape so that the company could be everlasting. The results appeared that Ambient conditions of Physical environment dimensions affected customers' & employees' positive internal physiological responses, also customers' cognitive and emotional responses; and Space/function affected customers' positive cognitive & physiological responses, also affected employees' positive cognitive & emotional responses; and Signs/symbols/artifacts affected employees' positive internal emotional & cognitive responses. While esthetic perception affected customers & employees' cognitive & emotional responses.

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