题名

商店氛圍抑或服務人員熟能誘發顧客公民行為？

并列篇名

Store Atmosphere or Staff Can Induce Customer Citizenship Behaviors?

作者

陳春富(Chun-Fu Chen)；吳鈺萍(Yu-Ping Wu)；張永茂(Yung-Mao Chang)

关键词

刺激—有機體—反應 ； 社會交換理論 ； 美感訴求 ； 品牌認同 ； 顧客公民行為 ； S-O-R Framework Theory ； Social Exchange Theory ； Aesthetic Appeals ； Brand Identification ； Customer Citizenship Behavior

期刊名称

顧客滿意學刊

卷期/出版年月

11卷1期（2015 / 03 / 01）

页次

133 - 158

内容语文

繁體中文
中文摘要

本研究採用S-O-R模型(刺激—有機體—反應)作為研究之概念性框架，探討消費者在美髮院情境中對美感訴求(感官吸引力、款待)、便利性、員工行為、能力等因素所產生影響，藉以瞭解如何成功的提昇消費者自願性之顧客公民行為，以提供企業於日後擬定行銷策略，以及產品定位之參考。本研究的母體範圍以臺灣地區曾去過美髮院消費及購物之消費者為研究對象，共計318位有效樣本。本研究以結構方程模式進行模式之檢驗，實證結果發現(1)美感訴求(感官吸引力、款待)、能力分別顯著正向影響品牌認同；(2)員工行為與能力分別顯著正向影響品牌認同；(3)品牌認同分別顯著正向影響建議、幫助顧客、提供回饋；(4)品牌認同在變數間存在中介效果。最後本研究根據所建立之架構經實證結果，提出管理實務意涵及後續研究建議。
英文摘要

This study used SOR (stimulus - organism - response) model as a conceptual framework to explore the relationships among sensory appeals, entertainment, convenience, staff behavior, ability, brand identification, and customer citizenship behavior. The respondents of this study were beauty salon consumers in Taiwan. A total of 318 valid samples were collected. This study used SEM (structural equation modeling) to analysis the data. The empirical results indicated that (1) Aesthetic appeals (sensory appeal and entertainment) and ability have significant and positive effect on brand identification. (2) Staff behavior and ability have significant and positive effect on brand identification (3) Brand identification has significant and positive effect on recommendations, helping customers, and providing feedback, respectively. (4) Brand identification shows mediating effects in structural model.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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