服務品質、知覺價值與顧客滿意度之研究－以婚禮顧問產業為例

A Study on Service Quality, Perceptive Value and Customer Satisfaction in Wedding Consultant Industry

10.30001/JIES.201706_14(1).0009

陳美惠(Chen, Mei-Hui)

婚禮顧問 ； 服務品質 ； 知覺價值 ； 顧客滿意度 ； Wedding consultants ； Service Quality ； Perceptive Value ； Customer Satisfaction

美容科技學刊

14卷1期（2017 / 06 / 01）

143 - 162

繁體中文

本研究探討消費者對於婚禮顧問產業之服務品質、知覺價值與顧客滿意度，以曾參加婚禮顧問服務之喜宴的消費者為樣本發放問卷調查。根據研究結果顯示，消費者對服務品質方面，最認同的為「婚禮場地環境令人感到整潔」；對知覺價值方面，最認同的為「能給其他人帶來好印象」；對顧客滿意度方面，最認同的為「對於氣氛營造」。其次，藉由分析結果可得知，不同消費者特性在性別、婚姻、年齡對服務品質、知覺價值與顧客滿意度皆無顯著差異；學歷與月收入則有部分顯著差異。學歷對服務品質與顧客滿意度有顯著差異，具研究所以上學歷對服務品質與顧客滿意度的平均數最高。學歷對知覺價值則沒有顯著差異；月收入對於知覺價值與顧客滿意度有顯著差異，對服務品質則沒有顯著差異。服務品質對知覺價值有正向顯著影響；服務品質對顧客滿意度有正向顯著影響；知覺價值對顧客滿意度有正向顯著影響。知覺價值在服務品質與顧客滿意度之間具有中介效果。本研究結果可提供相關主管單位，未來的管理參考依據，與婚禮顧問產業之相關業者，做為未來行銷策略研擬之參考，亦可對後續研究者提供後續研究。

This paper aims at studying the service quality, perceptive value and customer satisfaction using wedding adviser industry as a case. This study invited customers who were served at reception arranged by wedding advisors. 400 questionnaires were issued and 358 retrieved in which 341 valid; thus up to 85% recovery rate. The analysis of questionnaires shows: In Service Quality, the most concerned variable from customers is ＂The wedding hall is tidy.＂ In Perceptive Value, the most agreed variable, ＂The wedding arrangement will bring others a great impression.＂ In Customer Satisfaction, the most satisfying variable is ＂The wedding can brew hilarious ambience.＂ In addition, the analysis discloses that the gender, marriage status, age render no distinct implications on both Perceptive Value and Customer Satisfaction. Education background and monthly earning make noticeable differences on a few surveying topics. Education background weighs heavily upon either Service Quality or Customer Satisfaction. Customers with master degree or higher provided top mean quotient on above two topics; while no distinct difference was reported on the Perceptive Value. Monthly income played large role in both Perceptive Value and Customer Satisfaction gap; while no obvious divergence on Service Quality. Service Quality affects positively on both Perceptive Value and Customer Satisfaction. Perceptive Value imposes positive impact on Customer Satisfaction. Perceptive Value serves as a Go-Between for Service Quality and Customer Satisfaction. The results of this study would offer references for: institutions concerned for future managements; wedding advisor industry related for future strategic marketing planning; and future researchers for study directions.

1. Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling.
2. Aaker, David A.(1996).Building Strong Brand.New York:The Free Press.
3. Anderson, E.W.,Sullivan, M.W.(1993).The Antecedents and Consequences of Customer Satisfaction for Firms.Marketing Science,12(2),125-143.
4. Babakus, E.,Bienstock, C.C.,Scotter, J.R.V.(2004).Linking Perceived Quality and Customer Satisfaction to Store Traffic and Revenue Growth.Decision Sciences,35(4),713-737.
5. Bolton, Ruth N.,Drew, James H.(1991).A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes.Journal of Marketing,55,1-9.
6. Cardozo, R.N.(1965).An Experimental Study of Customer Effect, Expectation and Satisfaction.Journal of Marketing Research,2,244-249.
7. Cronin, J.J.,Brady, M.K.,Hult, G.T.(2000).Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments.Journal of Retailing,76,193-218.
8. Cronin, J.J.,Taylor, S.A.(1994).SERVPERF versus SERVQUAL: Reconciling Performance Based and Perceptions-Minus-Expectations Measurement of Service Quality.Journal of Marketing,58(1),125-131.
9. Day, G. S.(2000).Management market relationships.Journal of the academy of marketing science,28(1),24-30.
10. Hallowell, R.(1996).The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study.International Journal of Service Industry Management,7(1),27-42.
11. Hong, S.C.,Goo, Y.J.J.(2004).A Causal Model of Customer Loyalty in Professional Service Firms: An Empirical Study.International Journal of Management,21(4),531-540.
12. Iglesias, M. P.,Guillen, F.Y.(2004).Perceived quality and price: their impact on the satisfaction of restaurant customers.International Journal of Contemporary Hospital Management,16,373-379.
13. Joewono, T. B.,Kubota, H.(2007).User Satisfaction with Paratransit in Competition with Motorization in Indonesia: Anticipation of Future Implications.Transportation,33(3),337-355.
14. Kenny, R.L.(1992).Value-Focused Thinking.Harvard University Press.
15. Kotler, P.(2003).Marketing Management.New Jersey:Prentice Hall.
16. Levy, M.,Weitz, A. B.(2009).Retailing Management.New York:McGraw-Hill.
17. Lin, W. B.(2007).The Exploration of Customer Satisfaction Model from a Comprehensive Perspective.Expert Systems with Applications,33(1),110-121.
18. McDugall, H. G.,Levesque, T.(2000).Customer Satisfaction with Service: Putting Perceived Value into the Equation.Journal of Services Marketing,14(5),392-410.
19. Parasuraman, A.,Berry, L. L.,Zeithaml, V. A.(1991).Refinement and reassessment of the SERVQUAL scale.Journal of retailing,67(4),420.
20. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A conceptual model of service quality and its implication for future research.Journal of marketing,49,41-50.
21. Patterson, P. G.,Spreng, R.A.(1997).Modelling the relationship between Perceived value, satisfaction and repurchase intentions in a business-to-business, service context: an empirical examination.International Journal of Service Industry Management,8,414-434.
22. Perkins, W. S.(1993).Measuring customer satisfaction.Industrial Marketing Management,22,247-254.
23. Petrick, J. F.(2004).The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers' Behavioral Intentions.Journal of Travel Research
24. Porter, M. E.(1985).Competitive Advantage.New York, NY:The Free Press.
25. Preacher, K. L.,Hayes, A. F.(2004).SPSS and SAS procedures for estimatingindirect effects in simple mediation models.Behavior Research Methods, Instruments, & Computers,36(4),717-731.
26. Riechheld, F.F.(1996).The Loyalty Effect.Boston, MA:Harvard Business School Press.
27. Sweeney, J.C.,Baker, T.L.(1994).An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumer' Purchase Intentions.Journal of Retailing,70,162-178.
28. Sweeney, J.C.,Soutar, G.N.,Johnson, L.W.(1999).Retail service quality and perceived value: a comparison of two models.Journal of Retailing and Consumer Service,4(1),39-48.
29. Tam, J. L.(2000).The Effects of Service Quality, Perceived Value and Customer Satisfaction on Behavioral Intentions.Journal of Hospitality and Leisure Marketing,6,31-43.
30. 江筱蓓(2008)。碩士論文(碩士論文)。雲林科技大學。
31. 吳則雄(2006)。碩士論文(碩士論文)。國立成功大學高階管理碩士在職專班。
32. 周怡君(2013)。台北市，大同大學事業經營研究所。
33. 蔡佩珊(2011)。台北市，國立臺灣師範大學工業科技教育學系。
34. 鄭智豪(2011)。碩士論文(碩士論文)。國立澎湖科技大學服務業經營管理研究所。

1. 陳春安,洪榮臨,方佩欣(2021)。服務品質、知覺價值、滿意度及再購意願之研究－以新寶島運動廣場為例。資訊與管理科學，14(1)，31-54。
2. 陳裕霖,張智涵,李昱叡(2021)。賽會服務品質對賽會吸引力與參與者知覺價值之預測研究。交大體育學刊，17，47-62。