Relationship Between Service Encounters and Customer Reaction in the Glasses Retailing Stores

[[abstract]]在服務業中，員工之表現常被顧客視為整體服務產品組合的一部份，但由於人的表現時有不穩定性，管理者很難將其長期控制在一定的品質水準，故人員服務接觸對於服務業經營績效具關鍵作用。本研究係以人員接觸成份頗高之眼鏡零售服務業為例，檢證人員服務接觸與顧客滿意以及消費後行為意圖間的相關性。經以因素分析萃取出人員服務接觸的三項構面，然後以相關分析驗證三項構面與顧客反應間的關係，最後再以路徑分析檢測出整體模式的預測能力。結果顯示：各探討變項間均有顯著相關，而若末考量眼鏡店特徵，則人員服務接觸三構面中僅「任務導向」與「儀式導向」具顯著的解釋力；至於，若將眼鏡店特徵納入考量，則各有不同的構面進入模式，且各變數間的路徑係數亦有不同。基於所獲結果，本研究特分析其行銷與管理意涵，並提出對眼鏡零售服務業的建議。[[abstract]]In services marketing, it seems that employees will be regarded as parts of the total service products. But managers will find that managing performances of many employees are very difficult since they are the least static practically, so the topic of personal service encounter is key to services. This research focuses on the relationships among the personal service encounter, the consumers' satisfaction, and their post-sonsumption behavior intention. As empirical example, the characteristics of glasses stores like the chain or not, customers' familiarity with the store, customers' perceived price, store decoration, and light would be investigated their effects to those relationships. By using the factor analysis, correlation analysis and path analysis, the results show that all the variables in the framework have significant correlation. Not considering the characteristics of the glasses stores, only the ”Task” and ”Ritual” dimension account for the most part of variance. When the characteristics of the stores been considered, there were different dimensions entering the model, and the path coefficients between the variables were not the same. Based on these results, the implications to marketing and management are discussed