| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Whether the design of servicecapes and the ways of service meet the expectation of customers is the key to attract and maintain customers. Most of past studies have been focused on customers’ perceived service quality of and satisfaction with market outlets; less attention has been paid to the relation between customers’ preference for servicecapes and service ways and their purchase intention. This research aims to understand how customers like the five most common seen servicecapes and ways of service and how customers
preference will be related to their purchase intention.
This study uses questionnaires as the investigation tool together with market-interception interviews. The number of valid questionnaires is 485. The results of the analysis are as follows. First, customers are highly interested in the fast-check-out, continuous-type moving staircase, check-price-machine, on-site information service staffs, and on-site sales clerks. Second, these preferences will positively affect purchase intention. Third, the age and income of customers are not significantly related to their preferences for servicecapes and the ways of service nor to their purchase intention.
The outcome of this research is beneficial to the industry in understanding how customers prefer servicecapes and ways of service, and how these preferences will influence their purchase intention. Moreover, the findings of the study can provide insight into how to set up customers’ dream service facilities. This research discusses the implications of the findings and provides suggestions for practitioners and directions of future studies.
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