| Summary: | 碩士 === 國立屏東大學 === 休閒事業經營學系碩士班 === 103 === In the development of market economy, the trade off of service substantiality has a long debate among researchers. For business, service substantiality may cause risks arising from high costs of providing it or result in potential profits coming from positive appraisals of consumption experiences. The dilemma of providing service substantiality with low costs and high quality to achieve consumer’s value demands has become the main issue for business to overcome. Based on the means-end chain (MECs) theory proposed by Gutman (1982), if consumers perceive sufficient and substantial services from the providers, they will have positive feelings after product consumption and sequentially satisfy their personal values. Insufficient service and over service may lead to negative feelings toward product use. However, whether service substantiality can definitely yield positive consequences upon consumption and whether over service can definitely lead to negative consequences upon consumption are still questionable. Thus, this study would further adopt balance theory to reveal the reasons why individuals prefer to maintain a balanced state in a system, which is formed by a series of positive and negative cognitive elements. The aim of the study is to explore the relationship between the inner sense perception of consumers when they choose high-level restaurants and the essence of their balance system.
In this study, data were content analyzed. By using the laddering technique (Reynolds & Gutman, 1988), the hierarchical value map was established. Through analyzing the linkages of service substantiality and negative consequences upon consumption, the implications between service substantiality and perceptive balance system of consumers can be explored. Such implications can provide managerial people with valuable insights to formulate their product design and adverting strategies. Future research can application of related service issues in other industry.
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