| Summary: | 碩士 === 國立屏東教育大學 === 文化創意產業學系 === 102 === Along with the advancement and the transformation of the economic environment, consumer expenditure in the service industry has taken a larger and larger proportion of the gross production output value in this country. Service industry’s contribution to employment opportunities is also steadily increasing. It can be observed from recent consumer expenditure developments that newlyweds-to-be can generally accept delegating a wedding planner to organize their wedding ceremonies. The big market demand even brings about the flourishing growth of this rising profession. Nevertheless any service industry must face the challenge of gaining consumer approval rating. How to gain positive approval rating from the consumers during the process of service encounters is still the focal point that the general service industry needs to investigate further. How the service encounter takes shape relates to the consumer’s state of being at the time of expenditure. This research takes into account consumer’s involvement of the service encounters and other variables through a scale questionnaire to further understand the consumer’s assessment towards the service provider and the willingness to purchase.
This research adopts the three-stage model of service encounters as the basis of the thesis and uses purposive sampling aimed at 105 newlyweds who had hired wedding planners to organize their weddings. The study uses a seven-point scale questionnaire to analyze the seven constructs - brand image from pre-purchase stage, information search, consumer perceived value, experience & atmosphere, service encounters quality, post-service approval rating and customer loyalty - developed during the three-stages of service encounters, pre-purchase stage, service encounter stage and post-encounter stage. Using cross reference and regression analysis, the research examines the correlation between the five constructs and approval rating and customer loyalty as well as different constructs and variables created among them to further understand consumers’ service expectation, overall experience from the service and the willingness to purchase in order to boost the effect the wedding planning industry has on a consumption level towards practical economic growth.
Results of the questionnaire were used in regression analysis to study the relationship between the five constructs - brand image, information search, consumer perceived value, experience & atmosphere and service encounters quality - and approval rating and customer loyalty. Among the five constructs, “information research” showed no significant relationship with other variables. “Experience and atmosphere” has the larger effect on wedding planner’s customer loyalty while “brand image” has lesser influence. Regression analysis also shows that during service encounters, customer loyalty was most influenced as a variable and that approval rating and customer loyalty has a significant positive relationship. From the study we can deduce that customer loyalty has significant influence on consumer’s approval rating towards wedding planner and variables from wedding planning process.
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