現代人的生活忙碌，休閒時間較以往來得少，也因此使得消費者日益重視購買產品及服務的便利性。然而，對於消費者知覺的服務便利性而言，企業的行銷活動與作業內容能夠產生很大的影響，在諸多企業相關因素中，以服務系統設計和服務環境對消費者知覺的服務便利性能夠產生較大的影響。除此之外，消費者知覺的服務便利性，會對服務的整體評價產生影響，尤其是在服務滿意評價方面。本研究即在探討，消費者在購買或使用服務時，企業的服務系統設計以及服務環境如何影響消費者知覺的服務便利性。以及消費者知覺的服務便利性對服務滿意評價的影響。研究結果發現：(1)當企業的服務環境所提供的周邊設施愈便利時，消費者知覺的決策便利性會愈高。(2)當消費者愈能正確地得知想要購買商品的資訊時，消費者知覺的決策便利性會愈高。(3)消費者知覺的服務便利性愈高，則服務的滿意評價會愈高。(4)對有售後經驗的消費者而言，售後便利性是影響消費者對服務滿意評價的重要關鍵因素。(5)對没有售後經驗的消費者而言，決策便利性才是影響服務滿意評價的重要關鍵因素。最後建議：企業要增進消費者知覺的服務便利性，必須站在消費者的立場來設計服務系統以及服務環境。企業必須將服務的無形性有形化，提供有形的證據來幫助消費者做決策；另外，企業必須檢視本身的售後服務系統，做到簡化流程，縮短消費者取得後續服務的時間。

The demand for service convenience reflects several trends, including increasing numbers of women in the workforce and consumer perceptions of limited time. However, service convenience is affected by a variety of firm-related factors, including the physical service environment and service system design. Perceptions of service convenience affect consumers’ overall evaluation of the service. Our focus in this research is service convenience, we consider how the firm-related factors influence consumers’ convenience perceptions. Furthermore, we analyze the relationship between service convenience and service evaluation.The findings include: (1) Consumers’ perception of decision convenience will be higher for service firms whose environment provide more convenient service facility distractions and enhancements. (2) Consumers’ perceptions of decision convenience will be higher when they receive information that reduces their uncertainty about products they wish to buy. (3) Consumers’ convenience perception affect their satisfaction with the service. (4) For some consumers who have postpurchase experiences, the postbenefit convenience is the critical factor to service evaluation. (5) For some consumers who have not postpurchase experiences, the decision convenience is the critical factor to service evaluation.  Finally, we suggest that service firms can reduce the difficulty through clear information and brand-strengthening efforts that include reliable service performance. Furthermore, well-designed service systems can optimize staffing and expedite checkout.

目錄………………………………………………………………i
圖表目錄……………………………………………………………iii
第一章 緒論…………………………………………………………1
 第一節　研究背景與動機…………………………………………1
 第二節　研究目的…………………………………………………2
第二章 文獻探討……………………………………………………3
 第一節　服務的概念與定義………………………………………3
 第二節　服務系統設計……………………………………………7
 第三節　實體表徵…………………………………………………16
 第四節　服務便利性………………………………………………24
 第五節　顧客滿意度………………………………………………31
第三章 研究方法……………………………………………………34
 第一節　研究架構…………………………………………………34
 第二節　研究假說…………………………………………………35
 第三節　變數的操作性定義………………………………………39
 第四節　研究設計…………………………………………………42
 第五節　信度分析…………………………………………………47
 第六節　資料分析方法……………………………………………49
第四章 資料分析結果………………………………………………50
 第一節  服務便利性與滿意的關係………………………………50
 第二節  企業相關因素與服務便利性的關係……………………55
 第三節  分析結果彙整表…………………………………………59
第五章 結論與建議…………………………………………………60
 第一節  研究結論…………………………………………………60
 第二節  研究限制…………………………………………………62
 第三節  未來研究建議……………………………………………64
參考文獻 ……………………………………………………………65
附錄一:問卷…………………………………………………………73

圖表目錄
圖2-1 服務系統示意圖………………………………………………8
圖 2-2 高度接觸服務的服務行銷系統……………………………10
圖 2-3 低度接觸服務的服務行銷系統……………………………11
圖 2-4 服務藍圖要素………………………………………………13
圖 2-5 服務組織內環境和使用者關係的架構……………………17
圖 2-6服務便利性模型 ……………………………………………29
圖 2-7顧客對品質與顧客滿意的認知 ……………………………32
圖 2-8顧客滿意和服務品質的利益 ………………………………33
圖 3-1研究架構 ……………………………………………………34
表 3-1量販店的基本資料 …………………………………………42
表 3-2量販店分店資料 ……………………………………………42
表 3-3量販店顧客流量表 …………………………………………44
表 3-4樣本資料 ……………………………………………………46
表 3-5問卷的信度分析 ……………………………………………48
表 4-1四種服務便利性之相關係數表 ……………………………50
表 4-2有售後服務經驗對滿意的迴歸分析 ………………………51
表 4-3没有售後服務經驗對滿意的迴歸分析 ……………………52
表 4-4企業相關因素影響服務便利性之觀察表 …………………56
表 4-5服務環境對決策便利性之單因子變異數分析表 …………57
表 4-6服務系統設計對決策便利性之單因子變異數分析表 ……57
表 4-7服務系統設計對接近便利性之單因子變異數分析表 ……58
表 4-8假說分析結果彙整表 ………………………………………59

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