A Study of the Effect of the Emotional Contagion on Customers’ Perceptions of Service Quality in Service Encounters—Moderating Effect of Store Atmosphere

• Main Authors: Chun-Yang Lee, 李均揚
• Other Authors: Gou-Fong Liaw
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/21544772508574601082

碩士 === 國防管理學院 === 資源管理研究所 === 92 === In the settings of service industry, employees’ kind and friendly emotion display is what consumers expect. The service organizations also believe that employees who display positive emotions can result in good business image and great benefit. There have been many researches on the effect of emotion rules of the organization or emotion labors on the employee’s emotion display. But this study focuses on the issue that in the temporary and general settings of consumption, whether employees’ positive emotion display can make a influence on the customers’ positive affect, customers’ positive emotion display or the evaluation of customers’ perception of service quality. We also discuss with which roles does the store atmosphere play in this interaction as well as the relationships among these dimensions. Employees and customers of two branch stores of anonymous coffee company were both objects of our study and 199 effective samples were collected in total. LISREL ver. 8.3 was used to verify the assumptions of this study. The results indicate that employees’ positive display has a significant effect on the customers’ positive emotion display, store atmosphere has a significant effect on the customers’ positive affect and customers’ perceptions of service quality individually. Besides, we also make it clear about the relationships among employees’ positive emotion display, customers’ positive affect, customers’ positive emotion display, customers’ perceptions of service quality and store atmosphere. Conclusions and suggestions are also provided for service managers.