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| Title: | 顧客觀點下之科技角色形式、服務證據與服務品質間關係之探討 |
| Other Titles: | Exploring the Relationships among the Types of Technology Role, Service Evidence, and Service Quality - the Perspective of Customers |
| Authors: | 王居卿 |
| Contributors: | 淡江大學企業管理學系 |
| Keywords: | 科技角色;科技矛盾;服務證據;服務藍圖;服務流程;服務品質 |
| Date: | 2011-08 |
| Issue Date: | 2012-05-02 11:52:00 (UTC+8) |
| Abstract: | 服務是一種過程（process），它常是一種無形抽象且不易以文字去加以明確描繪的複雜過程。應用服務藍圖去進行服務流程設計與改善應是一個有效的方法，而服務藍圖內的三大要素是服務業所特有的3P--服務人員與顧客（People）、過程（Process）及實體表徵（Physical Evidence），此3P正是所謂的「服務證據（service evidence）」；因此，本研究即以此3P作為衡量服務證據的構面。Froehle and Roth（2004）根據科技在顧客接觸過程中所扮演之角色分為五種不同的型式：無科技式顧客接觸、科技協助式顧客接觸、科技共同使用式顧客接觸、科技中介式顧客接觸、與科技產生式顧客接觸，本研究亦將這五種不同的型式視為是不同的「科技角色形式」。科技應用為服務組織帶來的是機會或是威脅，端視顧客對整個服務過程的認知而定，因此本研究將以顧客的整體「服務品質認知」--即PZB的五大服務品質構面--作為衡量科技應用的價值性。換言之，本研究將以「五種科技角色形式」作為情境變數，「顧客對服務證據的價值認知」作為自變數，而「顧客對服務品質的整體認知」作為依變數去進行兩階段的研究。 本研究包括了質化的探索性研究（exploratory research）及量化的大規模實證調查研究（empirical research），因此需花較長的時間去進行。基此，將本研究分為兩年期的兩階段研究：第一年的第一階段乃是質化的探索性研究，而第二年的第二階段是量化的大規模實證調查研究。 第一年第一階段的質化之探索性研究，主要的目的如下： 1.了解顧客對不同科技應用角色之評價（價值性）。 2. 建構一個不同科技角色應用在服務業上之價值之觀念性模式。 3. 依所建構的觀念性模式去發展研究命題。 4. 發展一個「科技應用導向之服務品質」量表。 第二年第二階段的量化之大規模實證調查研究，主要的目的如下： 1. 依上期所研擬的研究命題去發展較具體的研究假設。 2. 基於研究假設，針對各類型去進行大規模的量化實證調查研究，以了解服務證據、科技角色形式與服務品質間之關係。
Service is a process, and it is usually the complex process hard to display in written mode due to its’ intangibility and abstract. Blue-printing should be an effective instrument to design and improve a service process, and because the three elements in the blue-printing are the 3 Ps – People, Process, and Physical evidence – which are called the “service evidence”, this research will use these 3 Ps as the dimensions to measure the service evidence. Froehle and Roth (2004) presented five different types of technology role used in the process of customer contact – technology-free customer contact, technology-assisted customer contact, technology-facilitated customer contact, technology-mediated customer contact, and technology-generated customer contact, this research also regard these different types as the different “types of technology role”. Whether it is opportunity or threat for the service organization after the technology used in the service process will be determined by customer’ perception; therefore, this study will measure the value based on the whole perception of customers to service quality (i.e., the five dimensions of service quality for PZB). In other words, the five types of technology role will be regarded as the situational variable, the customers’ value perception to service evidence as the independent variable, and the customers’ perception to whole service quality as the dependent variable in this study. This study includes qualitative exploratory research and quantitative empirical research, so more time is needed to conduct the full study. Therefore, this study will be divided into two stages: the first stage of first year is the qualitative exploratory research, and the second stage of second year is the quantitative empirical research. The major purposes in first stage of first year are: 1. To understand the customers’ value perception to the technology used in the service delivery process. 2. To construct a conceptual model for the five different types of technology role used in the different service activities. 3. To develop the related propositions based on the conceptual model. 4. To develop a scale for the “technology application-oriented service quality”. The major purposes in second stage of second year are: 1. To develop more concrete hypotheses. 2. To conduct mass questionnaire surveys to explore the relationships among the service evidence, types of technology role, and service quality. |
| Appears in Collections: | [Graduate Institute & Department of Business Administration] Research Paper
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