| Summary: | 碩士 === 元智大學 === 經營管理碩士班(國際企業學程) === 100 === In the highly competitive global market, the services industry plays an important role in the world economy. All companies do their best to provide more and better service to satisfy customer, and further increase their loyalty. However, in our daily life, providing excess service to customers will not always increase customer satisfaction, and sometimes even cause negative results.
Based on this phenomenon of over service, we design an 2x3 experiment with 2 service levels (adequate and excessive) and 3 service categories (hair salon, laundry, and theater) focusing on tangible facilities and employee responsiveness. According to the experiment we develop questionnaires to investigate the impacts of the factors (service levels and categories) on consumer behavior (satisfaction, purchase intentions, and recommendation). The results show that customer will have higher satisfaction when employee responsiveness is in adequate service level in both hair salon and theater. But the service levels related to tangible facilities do not have significant influence on customer behavior.
This study can provide guidelines to companies so they can rethink which service categories they belong to. Based on their service categories, they can design a service procedure to meet customer needs, and to save cost at the same time.
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