服務接觸中顧客真實性知覺對體驗價值與顧客反應之影響——以民宿業為例

The Relationship between Service Encounters Elements, Consumers’ Authenticity Perception, and Customer Reaction in Service Encounter: A Study of the B&B Industry

本研究探討服務接觸要素、顧客真實性知覺與顧客反應之間的關係。研究對象為花蓮縣的特色民宿和好客民宿之顧客，有效問卷共384份，以結構方程模式分析，結果顯示：（1）顧客對於服務接觸要素（服務人員表現、實體環境及與其他顧客的良性互動）的認知對顧客真實性知覺具有顯著正向影響；（2）顧客真實性知覺對其體驗價值及顧客滿意度、忠誠度亦皆有顯著正向影響；（3）體驗價值對真實性知覺及顧客反應具中介效果。最後依據研究結果為民宿業者提出實務建議。

This study explores the relationship between service encounter elements, consumers' authenticity perception, and customer reaction. The study targeted at Bed and Breakfast (B&B) lodgers in Hualien County and 384 valid questionnaires were obtained for structural equation modeling analysis. The finding suggests that (1) customer cognitions regarding the service encounter elements (service employee performance, physical surroundings, and positive interactions with other customers) positively affect consumers' authenticity perception, (2) consumers' authenticity perception has a significant positive influence on experiential values, customer satisfaction, and loyalty, and (3) experiential values mediate the relationship between authenticity perception and customer reaction. The findings of the present study have practical implications for B&B practitioners.