禮多人不怪？！：探討過度服務對服務接觸與服務結果之干擾效果

Courtesy Costs Nothing?!: Exploring the Moderation Effect of Over-Attentive Service on the Service Encounter toward Service Outcome

楊主行(Chu-Hsing Yang)；劉嘉麒(Chia-Chi Liu)

過度服務 ； 服務接觸 ； 顧客情緒 ； 服務結果 ； over-attentive service ； service encounter ； customer emotion ； service outcome

行銷評論

16卷1期（2019 / 03 / 01）

1 - 24

繁體中文

近年來，由於服務業在市場上具有不可忽視的重要性，因此，服務業之間相繼推出的服務水準越來越高，甚至超過原本顧客的期望。本研究的目的主要是探討服務業的過度服務表現在服務接觸、顧客情緒與服務結果的關係鏈中，對於顧客的干擾影響效果。本研究以王品集團旗下四家西堤牛排西餐店的顧客為研究對象，共收集441份有效問卷。研究結果顯示，服務接觸到顧客情緒與服務結果的關係鏈均呈現正向顯著影響。過度服務的表現均會負向顯著干擾影響從服務接觸到顧客情緒與服務結果之間的關係效果；另外，透過Johnson－Neyman技巧細部檢測干擾的發生點，當顧客對於過度服務的感受在普通至有點同意的時候，干擾效果即達顯著水準。其結果表示，當顧客對於過度服務的負面感受到一定的程度時，則過度服務對於服務接觸至服務結果的過程中，具有顯著削弱關係的效果。最後，本研究提供重要管理意涵與未來研究方向。

In recent, the service industry has a significant importance in the market, and service level between service industries is getting higher and higher, even exceeding customer expectations. This article examines the moderation effect of over-attentive service among the service encounter, customer emotion, and service outcome. Our data were collected via four TASTY steak restaurants survey of 441 participants. The results showed service encounter were positive significantly toward customer emotion and service outcome. Customer emotion was also positive significantly toward service outcome. In addition, our study examines the moderation effect via Johnson - Neyman technique, and the over-attentive service was significantly moderating the relationship among the service encounter, customer emotion, and service outcome. The results indicated that the decline effect was happened in relationship between service encounter and service outcome When the customer feels the critical point for the negative of over-attentive service. Finally, we present implications and future directions for research and practice related to service industries.

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