影響關係利益前置變數與結果變數之研究

The Study of Antecedents and Consequence of Relational Benefits

10.29931/MR.201009.0004

池文海(Wen-Hai Chih)；林育安(Yu-An Lin)；賴心婕(Hsin-Chieh Lai)

人員服務接觸 ； 科技介入服務接觸 ； 關係利益 ； 關係持續性 ； personal service encounter ； technology-based service encounter ； relational benefits ； relation continuity

行銷評論

7卷3期（2010 / 09 / 01）

357 - 379

繁體中文

網際網路已成爲企業推動資訊科技管理的重要驅動因子，網路的普及使得人們得以在家獲取大部分所需的資料，減少了與服務人員接觸的機會，服務接觸的減少是否會影響關係利益，進而影響關係持續性，是爲過去研究中甚少探討之處。本研究從服務接觸及關係利益的角度來探討關係持續性的維繫，藉以瞭解人員服務接觸與科技介入服務接觸是否會因爲關係利益的感受不同而影響關係持續性。 本研究以曾透過旅行社與旅遊網站購買旅遊商品之顧客爲研究對象，採用問卷調查方式共回收有效問卷計333份，運用結構方程模式驗證相關假說。實證結果發現：人員服務接觸對社會利益的影響最爲顯著；科技介入服務接觸對特殊關係的影響最高；此外影響關係持續性以特殊待遇利益最高，實證結果顯示消費者依然喜好面對面接觸之人員接觸服務。最後本研究依據建立之架構及實證結果，提出若干管理實務之意涵及後續研究之建議。

Internet has become the critical element driving companies to enhance their information technology management. Internet has gained great popularity and provides everyone a convenient way to access the abundant information, decreasing the frequently of personal service encounter. It is few to discuss the effect on relational benefits and relation continuity whatever the difference between personal service encounter and technology-based service encounter. This study used service encounter and relational benefits to understanding the caused effect of relationship continuity. Furthermore, this study examines the influence factors by difference kinds of encounter-personal service encounter and technology-based service encounter. Using data collected from 333 persons who have ever purchased trip packages through traveling agencies or traveling websites. Structural equation modeling (SEM) was used to test the hypotheses. Empirically results find that personal service encounter is the most important factor effect relational benefits, on the other hand, technology-based service encounter scientifically influenced on special treatment benefits. It shows that consumers like face-to-face service than technology-based service encounter. The findings provide managerial implications for researches.

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