以「沉浸理論」與「排隊等待結構」探討顧客之「等待時間知覺」

Analyzing the Waiting Time Perception by Using Flow Theory and Queue Model

賴文祥(Wen-Hsiang Lai)；李涵恕(Han-Su Lee)

沉浸理論 ； 排隊等待結構 ； 等待時間知覺 ； 時鐘判斷 ； 等候線形式 ； Flow Theory ； Queue Model ； Waiting Time Perception ； Clock Judgment ； Waiting Line Configuration

東亞論壇

479期（2013 / 03 / 01）

65 - 84

繁體中文

「等待」是影響顧客滿意度的負面因素之一，過長的等待時間不僅影響顧客的情緒，也影響顧客的滿意度，同時也降低了顧客對企業的忠誠度。由於實際等待的時間是一個可衡量的數值，如何讓顧客在排隊等候時，能產生比預期更短的等待時間，是改善顧客滿意度的作法之一。本研究藉由環境刺激的方式，提出降低顧客對於實際等待時間的認知，進而降低顧客等待情緒，以提升顧客滿意度。本研究針對顧客的「等待時間知覺」以無播放型節目、連續播放型節目、非連續播放型節目的三種情境下，以「沉浸理論」與「排隊等待結構」中受情緒干擾、等待容忍度、以及情緒類別進行量化研究。本研究以雙因子變量分析（two-way ANOVA），除了以「沉浸理論」與「排隊等待結構」分析顧客之「等待時間知覺」之外，更進一步探討因子間是否有明顯之交互作用。本研究發現，若顧客排隊等待是無可避免時，企業應提供連續播放型節目，並採取不規則的排隊等待隊形，以減少顧客的「等待時間知覺」，以提升顧客對企業的忠誠度。

This study adopts the method of environmental stimulation to decrease the actual waiting time that customers perceive, reduce customer's unpleasant emotion and increase customer's loyalty. It also analyzes customer's ”Waiting Time Perception” by using ”Flow Theory” and ”Queue Model” and compares no-serial, serial and non-serial entertainment TV programs as experiment groups to unveil the relationships among ”Waiting Time Perception”, ”Flow Theory” and ”Queue Model” variables. It suggests enterprises should provide the serial entertainment TV program and irregular waiting line to reduce customer's waiting time perception.

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