| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 91 === The subject of service convenience is important in service economies, yet little is known about this topic. Berry, Seiders, and Grewal (2002) developed a conceptual model of service convenience, and suggested how firms can improve consumers’ perception of service convenience. Based on the model, hypotheses about how specific service design (e.g., service facility distractions and enhancements, information that clarifies required time and effort costs, the company brand, and the service system design) can dramatically influence consumers’ time and effort perceptions are established.
A number of significant conclusions found in this thesis are as follows: (1) Service facility distractions and enhancements can improve consumers’ perceptions of transaction convenience and benefit convenience. (2)Information that clarifies required time and effort costs can improve consumers’ perceptions of decision convenience, transaction convenience, and benefit convenience. (3)The strong company brand can improve consumers’ perceptions of decision convenience. (4)Service firms offer technology-based self-service options to consumers, improving consumers’ perceptions of transaction convenience and benefit convenience. (5)An interaction effect between the company brand and consumer information is found in this thesis. Moreover, neither type of population statistics variables has significant impact in the consumers’ perception of service convenience.
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