服務互動程度與關係品質相關性之比較

Compare the Relationship of Service Interaction Degree and Relationship Quality

10.7074/YDAJB.201209.0105

李曄淳(Ye-Chuen Li)；呂佳茹(Chia-Ju Lu)

互動 ； 關係品質 ； 服務業 ； Interaction ； Relationship Quality ； Service Industry

育達科大學報

32期（2012 / 09 / 01）

105 - 121

繁體中文

目前國內外研究對於比較不同服務互動程度之產業所形成的關係品質並不多見。因此，本研究依據文獻，挑選出服務互動高低不同程度之代表產業（醫療、金融、電影、及旅館），探討不同互動程度之服務行業，對其所形成關係品質之關聯性。研究發現，假設Ｈ1互動強度對顧客關係品質有正向影響、Ｈ2互動長度對顧客關係品質有正向影響及Ｈ3互動品質對顧客關係品質有正向影響皆成立，即互動程度的三組成因素對形成不同服務產業之顧客關係品質皆有正向影響。此外，假設H4也獲得成立，證實不同互動程度的產業所形成之顧客關係品質確實有所差異。因此，服務提供者應加強服務的時間、頻率以及服務人員的親切態度與專業性來提高顧客互動程度，以提昇整體之關係品質。

Up to now, there are few of researches which focus on comparing relationship quality (RQ) formed from service interaction of different industries. Thus, according to literatures, this study chose four industries represented four degrees of service interaction (medical, financial, movie and hotel industries) to discuss the relationship of RQ and interaction strength, interaction length and interaction quality within service industries with different interaction degrees. The result found, all the hypothesis 1, 2 and 3 are supported. It means that three factors of service interaction have positive relationship with RQ of different service providers. Besides, hypothesis 4 is also supported. It means that RQ formed by service industries with different interaction degrees indeed vary. Therefore, service providers should not only increase service time, frequency and behavior, attitude and specialty of service employees but they also should enhance interaction degree to improve the whole RQ.

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