顧客參與對服務人員服務努力影響之研究－－以顧客評價為中介變數

A Study of the Mediating Effect of Customer Evaluation for the Relationship between Customer Participation and Service Effort

本研究以台灣地區美髮師做研究母體，以郵寄發放450份問卷，進行資料蒐集，回收381份問卷，其中364份為有效問卷，有效回收率約為81%。依此衡量服務傳遞過程，顧客參與是否提高服務人員之服務努力。釐清顧客參與、服務努力之間心理層面的影響，並實證顧客評價的中介效果。研究結果顯示，顧客參與對服務努力直接影響並不顯著，需透過顧客評價的外在期望影響服務努力。此結果闡述顧客參與不會直接影響服務人員的服務努力，也說明顧客評價對顧客參與及服務努力中介效果之解釋機制。透過對管理路徑的充分瞭解，將顧客參與議題納入管理流程，可提升服務努力建構未來競爭優勢。

In this study, the hair designers in Taiwan were used as research population. A total of 450 questionnaires were mailed, 381 responses were received with 364 validity questionnaires. The effective response rate was about 81%. Using the collecting data to measure that in the service delivery process, whether customer participation can improve the service's efforts or not. Further empirical clarify the mediating effect of customer evaluation between customer participation and service efforts on psychological level. The main finding of results show that customer participation does not influence on service efforts directly, but through the customer evaluation as mediate variable. The results of this study will help involving the mediating factor of customer evaluation into management mechanism between customer participation and service effort. Through the full understanding of the management path, the issue of customer participation and evaluation can enhance the process of management, and improving service efforts. That also construct the future competitive advantage.