服務環境與顧客情緒之探討

Abstract

過去關於服務環境的研究中，鮮少探討服務環境對於顧客情緒的影響，更未有人建立起服務環境的完整模型，因此本研究主要目的是希望能建立起一個完整的服務環境模型，探討其對於顧客情緒以及服務評價的影響。我們提出服務環境是由社交環境以及商店環境兩大部分組成，社交環境包含服務人員以及其他顧客，而商店環境則包含實體環境與商店氣氛。研究結果顯示，社交環境以及商店環境對於顧客情緒都有顯著的影響，當顧客產生正向情緒反應時，會有較高的顧客滿意度以及較正向的行為意圖。本研究顯示出服務環境對於顧客情緒的重要影響，以及顧客情緒在服務傳遞過程中的重要性，並提出服務環境管理的參考建議。

The service environment has been found to influence customer perceptions of services. However, there has been little research exploring the impact of service environments on customer emotions and perceptions as a whole. This study aims to propose and test a model that explores the effect of various service environments on customer emotions and service outcomes. We also propose that service environments include both social environments (perceptions of service employees and other customers) and store environments. Results showed that service environments have a positive influence on customer emotions, which in turn affects customer satisfaction and behavioral intentions. Implications, limitations and future research directions are then discussed.