The Influences of Different Service Encounters on Customer Relationship Benefits and Moderating Effects on This Relationship

• Main Authors: Yu-ting Su, 蘇于婷
• Other Authors: Wen-Ruey Lee
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/39011604396866313151

碩士 === 銘傳大學 === 國際企業學系碩士班 === 97 === In this research, we use serveral kinds of service industries in Taiwan as the samples to examine the influences of the interpersonal-based and technology-based service encounters on the relationship benefits. Besides, we examine the moderator effects of trust, relationship commitment, age, and educational levels of customers. The outcomes are as the following: 1.The customers’ relationship benefits increase when the levels of interpersonal-based and technology-based service encounters are higher. Besides, the social benefit decreases when the level of technology-based service encounters are higher. 2.Customers with higher trust and relationahip commitment can not receive all the relationship benefits higher. However, these two variables have positive significant direct effects on the three relationship benefits. 3.Younger customers will receive lower social benefit in high level of technology-based service encounter. Besides, customers with higher educational level can receive higher special treatment benefit in high level of technology-based service encounter.