融洽關係、關係前因與關係品質之研究－－以民宿業為例

Antecedents and Consequences of Customer-Employee Rapport: An Empirical Investigation of Bed and Breakfast (B&B) Accommodations in Taiwan

顧客與店家員工之間的服務接觸常被認為是建立服務品質的「關鍵時刻」。本研究以台灣民宿業為例，並根據人際吸引理論與關係行銷文獻，提出融洽關係對關係前因與關係品質的中介影響模式。該模式主張融洽關係的內涵構面分為二個：愉悅互動與人際連結，並主張不同的關係前因變項可能對愉悅互動與人際連結有不同的影響關係，而愉悅互動與人際連結也可能對關係品質的內涵有不同的影響關係。由262 份民宿房客的有效回卷進行結構方程模式分析發現，在關係前因與融洽關係的關係上，各變項間有不同影響效果：態度相似性對人際連結有正向影響，親和力對愉悅互動有正向影響，而額外關懷行為對愉悅互動與人際連結皆有正向影響；而在融洽關係與關係品質的影響關係方面，也有不同影響效果出現：愉悅互動對信任有正向影響，人際連結對信任與關係承諾有正向影響。經由結構方程模式的直接與間接效果檢測，本研究確立融洽關係對關係前因與關係品質的中介影響模式，並在關係品質各變項間的影響關係上發現：信任無法直接影響關係承諾，顧客滿意對信任與關係承諾有顯著的中介效果。研究意涵建議小型或微型、且需要與顧客密切互動的服務業店家如能善用融洽關係，可獲得以較小資源維持既有客源的功效。

The moment of truth where service is delivered between customers and service providers are critical as they determine the quality of interpersonal interaction. The proposed model focuses on two main dimensions (i.e., joyful interaction and personal connection) to investigate whether these effects mediated between antecedent variables and relationship quality in the context of the lodging industry. A total of 262 valid B&B respondents were collected and the proposed model was conducted by using structural equation modeling (SEM). A result shows that (1) attitude similarity has a positive impact on personal connection, (2) likeability has a positive effect on joyful interaction, and (3) uncommonly attentive behavior has a directly positive influence on both joyful interaction and personal connection. Results also confirm that the joyful interaction might positively influence on customer trust whereas personal connection might increase both trust and committed relationship positively. Furthermore, by using direct and indirect effects in SEM, our results confirm the mediating role of joyful interaction and personal connection in the B&B service industry. Findings also demonstrate that trust cannot have an effect on commitment directly, but satisfaction fully mediated the relationship between trust and commitment. Implications for future research are discussed.