| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 93 === The demand for service convenience reflects several trends, including increasing numbers of women in the workforce and consumer perceptions of limited time. However, service convenience is affected by a variety of firm-related factors, including the physical service environment and service system design. Perceptions of service convenience affect consumers’ overall evaluation of the service. Our focus in this research is service convenience, we consider how the firm-related factors influence consumers’ convenience perceptions. Furthermore, we analyze the relationship between service convenience and service evaluation.The findings include: (1) Consumers’ perception of decision convenience will be higher for service firms whose environment provide more convenient service facility distractions and enhancements. (2) Consumers’ perceptions of decision convenience will be higher when they receive information that reduces their uncertainty about products they wish to buy. (3) Consumers’ convenience perception affect their satisfaction with the service. (4) For some consumers who have postpurchase experiences, the postbenefit convenience is the critical factor to service evaluation. (5) For some consumers who have not postpurchase experiences, the decision convenience is the critical factor to service evaluation. Finally, we suggest that service firms can reduce the difficulty through clear information and brand-strengthening efforts that include reliable service performance. Furthermore, well-designed service systems can optimize staffing and expedite checkout.
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