Service Encounter and Customer Emotional Extanding Model of Apparel Retailing: A Research of Grounded Theory

• Main Authors: Wan-Ting Chu, 朱菀婷
• Other Authors: Hui-Chung Yao
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/48355108412815777453

碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === The development of service industry is an important indicator of economic growth in a nation. As the increase of national income in Taiwan and consumers’ increasing demand for services, the working population of service industry grows rapidly year by year, as well as the apparel retail industry, which is classified in the wholesale and retail trade. It is the most critical issue for the service management that how to get a spot in such intense competition. Based on the negative experience of customers from the apparel industry, and viewing of customer experience management, this study probes the relationship between the service encounter and the negative experience of customer service. In addition, this study applies the grounded theory of qualitative analysis to identify the core message which triggers negative emotional experience, and summarizes into the customer service encounter emotional dimensions and an extension table. Through open coding, axial coding, selecting encoding process of the three-stage coding, this study summarizes that apparel industry has seven dimensions of service encounters stage, thirteen categories, and there are three inter-stage extension model of customer sentiment. At last, this study raises theoretical implications, management implications, and recommendations for future research.