服務品質、知覺價值與性別差異對口碑活動的影響

Abstract

本論文旨在研究服務品質、性別對知覺價值和口碑活動的影響關係。 本研究將服務品質分為三個因素：服務人員的服務品質、核心服務品質及消費環境因素。本研究結果顯示服務品質與知覺價值及口碑活動間存在有正向的關係，結果並證明知覺價值在此關係中為中介的角色。除此之外，部份的服務品質對知覺價值的影響也會隨著性別不同而有差異。本文中的模型以服務流程主導與高涉入的服務活動為主要探討的對象，由於目前服務產業發展迅速，經理人可藉由本文的研究更了解口碑活動的發展。

This study investigates the effects of service quality and the role of gender on perceived value and outcome behaviors through word-of-mouth activity. Meanwhile, this research broke service quality into three parts: employee service performance, main service quality and store information. The results showed that perceived value mediated the service quality and the word-of-mouth activity. Service quality, perceived value, and word-of-mouth activity reflected differently based on the gender difference. Specifically, this model investigated the process-oriented and high involvement service activities, which may draw the attention from the service business manager concerned about word-of-mouth marketing.