| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 97 === Nowadays, more and more researches have shown that when customers make purchase decisions, they do not only think of price (Chandrashekaran, 2004), quality (Shao et al., 2004) or other concerns based on the product or service, but also of customer-company (C-C) identification (Bou-Liusar et al., 2001). Bhattacharya and Sen (2003) proposed the concept of customer-company identification; they thought through this kind of relationship, the company can build a deep, committed, and meaningful relationship with the customers. However, in the past, very few researches discussed the effects of service encounter success factors on company identity, company identity on identity attractiveness, and identity attractiveness on customer satisfaction and customer-company identification, as well as the moderating effect on the relationship between identity attractiveness and C-C identification in terms of the embeddedness of customer’s relationship with a company. As a result, this research attempts to discuss the less focused topic. This study takes chain coffee shops in Taipei for example, puts the service encounter factors as antecedents, and also discusses the results of customer-company identification, in hope of giving a reference to the industry. 373 valid questionnaire responses are collected from 619 sent questionnaires.
The empirical result analysis shows that:
1. The service encounter factors, inclusive of employee service performance, the
physical environment, and customer-to-customer interactions positively
influence the company identity.
2. The service encounter factors, including employee service performance, and
customer-to-customer interactions, have positive influences on customer satisfaction, but the physical environment shows no significant positive effect on customer satisfaction. Besides, identity attractiveness does positively influence customer satisfaction.
3. Company identity has a positive influence on identity attractiveness, identity
attractiveness positively influences customer-company (C-C) identification, but
the embeddedness of customer’s relationship with a company has no significant
effect on the relationship between identity attractiveness and customer-company
identification.
4. Customer satisfaction and customer-company identification have significant
positive effects on customer loyalty.
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