题名

探討顧客互動對關係品質之影響-以Lounge Bar為例

并列篇名

Discuss the Impact of Customer Interaction on Relationship Quality

DOI

10.29429/JSLHR.201303_8(1).02

作者

李曄淳(Ye-Chuen Li)

关键词

顧客互動 ; 關係品質 ; 服務人員 ; 休閒 ; Customer interaction ; Relationship quality ; Service representative ; Lounge bar ; Leisure

期刊名称

運動休閒餐旅研究

卷期/出版年月

8卷1期(2013 / 03 / 01)

页次

28 - 42

内容语文

繁體中文

中文摘要

休閒產業離不開服務的本質,而顧客與企業或企業之服務人員在服務接觸過程中不斷地「互動」,互動過程成為服務業關係行銷的關鍵核心。在休閒風潮中,都會地區由於生活型態的不同,使得Lounge bar成為台灣夜間休閒生活中一個新興且持續發展的行業。顧客在Lounge bar消費時,不但與其他顧客聊天,也會與吧台酒保交談,因此消費過程中與店中之服務人員有許多服務互動的機會。因此,本研究以Lounge bar這個都會區較為新興且與顧客互動極為密切的餐飲行業為對象,探討其顧客互動對建立關係品質的影響。本研究共推導出9個子假設,抽樣對象為南部地區約30家Lounge bar之顧客,並以相關分析、迴歸分析做為研究工具。研究結果顯示所有假設皆成立,意即Lounge bar服務人員與顧客之互動愈佳,愈能建立與顧客間之良好關係。尤其加強服務人員與顧客互動時的互動頻率、時間長度與人員專業性,即能提升顧客對企業的滿意度、信任度與承諾感。由於關係品質、顧客互動在休閒服務業裡甚為重要,然而針對Lounge bar這樣新興之休閒行業研究極少,因此期望本研究能作為學術界相關後續研究者之參考,也提供給相關休閒業者做為日後在經營管理提升服務之參考。

英文摘要

Leisure industry cannot depart from ”service” naturally. Besides, customers keep ”interacting” with service provides during service process. Thus, interaction process becomes the key of relationship marketing in service industry. Accompanying leisure wave, lounge bar becomes a new but growing type of night restaurant in Taiwan's downtown areas. When customers consume in lounge bars, they usually chat with other customers or bar tenders. Therefore, there are lots of service interactions during the consumption process. Consequently, this study takes lounge bar-a new and high interaction downtown restaurant to be the research subject and discuss the relationship between customer interaction and relationship quality. Furthermore, this study inferred nine hypotheses and sampled thirty lounge bars. The major analysis methods used in this study are relation analysis and regression analysis. The result shows all the hypotheses are supported. It means that when the lounge bar has better interaction quality, it can build up better relationship with its customers. Especially, if the lounge bar could enhance interaction frequency, interaction length and specialty of service representatives, it can promote the satisfaction, reliability and commitment of customers. Because of the importance of relationship quality and customer interaction in leisure service industry, while there are few of researches discussing this topic in lounge bar restaurant, this study expects to offer the academic area a reference and offer related leisure industries some directions to improve their services.

主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
参考文献
  1. 方世榮、張嘉雯(2004)。顧客涉入程度對服務品質與關係品質之干擾效果─以電腦賣場與內部商店為例。中山管理評論,12(4),755-794。
    連結:
  2. Anderson, J. A.,Narus, J. A.(1990).A Model of Distributor Firm and Manufacturer Firm Working Partnership.Journal of Marketing,54,42-58.
  3. Bitner, Mary Jo,Booms, Bernard H.,Mohr, Lois A.(1994).Critical Service Encounters: The Employee's View.Journal of Marketing,58(4),95-106.
  4. Bitner, Mary Jo,Booms, Bernard H.,Tetreault, Mary Stanfield(1990).The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.Journal of marketing,54(1),71-84.
  5. Bove, Liliana L.,Robertson, Nichola L.(2004).Exploring the Role of Relationship Variables in Predicting Customer Voice to a Service Worker.Journal of Retailing and Consumer Services,12,83-97.
  6. Bowen, David E.,Schneider, B.(1985).Boundary-Spanning-Role Employees and the Service Encounter: Some Guidelines for Management and Research.The Service Encounter: Managing Employee/Customer Interaction in Service Business,Lexington, Massachusetts:
  7. Brandy, Michael K.,Cronin, Joseph, Jr.(2001).Some New Thoughts on Conceptualizing Perceived Service Quality: a Hierarchical Approach.Journal of Marketing,65,34-49.
  8. Coviello, Nicole E.,Brodie, Roderick J.,Munro, Hugh J.(1995).Understanding Contemporary Marketing: Developing of a Classification Scheme.Journal of Marketing Management,13(6),501-522.
  9. Crosby, L. A.,Evans, Kenneth R.,Cowels, D.(1990).Relationship Quality in Services Selling: An Interpersonal Influence Perspective.Journal of Marketing,54,68-81.
  10. Czepiel, John A.,Solomon, Michael R.,Surprenant, Carol F.(1985).The Service Encounter.Lexington, MA:Lexington Books.
  11. De Wulf,Kristof,Odekerken-Schröder, Gaby,Iacobucci, Dawn(2001).Investments in consumer relationships: a Cross-Country and Cross-Industry Exploration.Journal of Marketing,65(4),33-50.
  12. Dorsch, M. J.,Swanson, S. R.,Kelley, S. W.(1998).The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers.Journal of the Academy of Marketing Science,26(2),128-142.
  13. Dwyer, F. R.,Schurr, P. H.,Oh, S.(1987).Developing Buyer-Seller Relationships.Journal of Marketing,51(2),11-27.
  14. Fletcher, G. J. O.,Simpson, J. A.,Thomas, G.(2000).The Measurement of Perceived Relationship Quality Components: A Confirmatory Factor Analytic Approach.Personality and Social Psychology Bulletin,26(3),340-354.
  15. Fullerton, Golden(2005).The Service Quality-Loyalty Relationship in Retail Services: Does Commitment Matter?.Journal of Retailing and Consumer Services,12,99-111.
  16. Grönroos, C.(2003).Service Management and Marketing: A Customer Relationship Management Approach.Princeton:John Wiley & Sons, NJ.
  17. Grönroos, C.(1990).Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface.Journal of Business Research,1990(January),5-8.
  18. Gruner, K. E.,Homburg, C.(2000).Does Customer Interaction Enhance New Product Success?.Journal of Business Research,49(1),1-14.
  19. Gutierrez, Sonia San Martin(2005).Consumer-Retailer Relationships from a Multi-Level Perspective.Journal of International Consumer Marketing,17(2/3),93-115.
  20. Hartline, Michael D.,Ferrell, O. C.(1996).The Management of Customer Contact Service Employees: An Empirical Investigation.Journal of Marketing,60(4),52-70.
  21. Henning-Thurau, T.,Klee, A.(1997).The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development.Psychology and Marketing,14(8),737-764.
  22. Kingshott, R. P. J.(2006).The Impact of Psychological Contracts upon Trust and Commitment within Supplier-Buyer Relationships: A Social Exchange View.Industrial Marketing Management,35(6),724-739.
  23. Kotler, P.(2000).Marketing Management.Englewood Cliffs, NJ:Prentice Hall.
  24. Kumar, N.,Scheer, L. K.,Steenkamp, Jan-Benedict E. M.(1995).The Effects of Supplier Fairness on Vulnerable Resellers.Journal of Marketing Research,32(1),54-65.
  25. Lagace, R. R.,Dahlstrom, R.,Gassenheimer, J. B.(1991).The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry.Journal of Personal Selling and Sale Management,11(4),39-47.
  26. Mels, Gerhard,Boshoff, Christo,Nel, Deon(1997).The Dimensions of Service Quality: The Original European Perspective Revisited.The Service Industries Journal,17(1),173-189.
  27. Morgan, Robert M.,Hunt, Shelby D.(1994).The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58(3),20-38.
  28. Smith J. R.(1998).Buyer-Seller Relationships: Similarity, Relationship Management, and Quality.Psychology and Marketing,15(1),3-21.
  29. Storbacka, K.,Strandvik, T., Grönroos, C.(1994).Managing Customer Relationships for Profit: the Dynamics of Relationship Quality.International Journal of Service Industry Management,5(5),21-38.
  30. Surprenant, Carol F.,Solomon, Michael R.(1987).Predictability and Personalization in the Service Encounter.Journal of Marketing,51,86-96.
  31. Turban, E.,King, D.,Lee, J.,Warkentin, M.,Chung, H. M.(2002).Electronic Commerce: A Managerial Perspective.New Jersey:Prentice-Hall.
  32. Williamson, O. E.(1983).Credible Commitments: Using Hostage to Support Exchange.American Economic Review,73(4),519-540.
  33. Wilson, D. T.(1995).An Integrated Model of Buyer-Seller Relationships.Journal of the Academy of Marketing Science,23(4),335-345.
  34. 方世榮(2002)。關係價值、關係品質與忠誠度之探討─零售銀行業的實證研究。管理學報,19(6),1097-1130。
  35. 李曄淳(2007)。嘉義縣,國立中正大學企業管理所。
  36. 林松江(2000)。台北市,國立台灣科技大學資訊管理研究所。
  37. 洪慧容、許芝菱(2006)。高雄Lounge Bar女性消費者之行為意向。2006餐旅管理學術與實務研討會論文集,高雄市:
  38. 徐茂練(2004)。顧客關係管理。台北:全華科技圖書。
  39. 陳天佑(2003)。新竹市,中華大學建築與都市計畫學系。
  40. 黃文仙(2002)。桃園縣,中原大學企業管理學系。
  41. 楊中棠(2006)。台北縣,輔仁大學管理研究所。
被引用次数
  1. 陳明鴻(2016)。工會服務服務與品質之研究。長榮大學高階管理碩士在職專班(EMBA)學位論文。2016。1-87。