連續服務經驗對消費者決策之影響

Abstract

對於店家說，顧客對其的評價是很重要的。因為店家們沒辦法確保每一次的服務都是成功的，因此我們就有必要去仔細探討顧客對店家的評價模式: 到底每次消費後，顧客都是如何對店家評價的呢？ 這篇文章主要是要了解顧客是如何利用心靈帳戶與展望理論的結合，來為店家下評價。我們發現對顧客而言，店家的信用在服務成功與服務失敗的情況下，會有明顯的不同。店家對顧客的信用會隨著失敗次數越多而越低，但卻不會因成功次數越多而越高。「公平理論」告訴我們，顧客們因為在消費中付出金額，因而認為得到成功的服務是一件理所當然的事。也就是說，顧客們認為，成功的服務是對店家們的一個基本要求。

For sellers, buyers’ evaluations of service are the most important thing. However, it is impossible to provide 100% successful service every time. Therefore, it is necessary to discuss a consumer’s evaluation of a company after each service encounter and answer the following question: How do buyers evaluate sellers after service experiences? This paper focuses on the way consumers formed their judgment by using the concept of mental accounting and prospect theory. We found that sellers’ credit to buyers would be different from successful to failed service outcomes, and it could be withdrawn with an increase in the number of failed service experiences. However, sellers’ credit could not be accumulated with the increase in successful service experiences. Equity theory made buyers take the successful service experience for granted because of their payment, and it made buyers regard the success as a necessity of the whole service encounter.