| Summary: | 碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 101 === Knowing the feature of technology and managing the service delivery system are the keys of business success. Since technology was rapidly growing fast and infusing in service, the service encounter, which is called as the moment of truth during the service delivery process, has come into the technology-oriented research area. The face-to-screen contact of self-service technology becomes much more universal. For example, the mobile application (App), which could fulfill the customer’s instant need immediately through mobile devices, had become the trend in service innovation. In that case, this study take App as an example, to explore the relationship among service quality, service encounter satisfaction and customer’s behavioral intention, and also figure out the role of service encounter satisfaction between the other two constructs.
By using convenience-sampling survey, this research collected 346 samples from BBS, which is particular for the iOS and Android platform discussion. And then we use structural equation model (SEM) to analyze the data via AMOS software. The result shows both the relation is significant between service quality and service encounter satisfaction, and also between service encounter satisfaction and behavioral intention. Besides, service encounter satisfaction plays a nearly total mediation role between service quality and behavioral intention. Which means the effect of service quality to behavioral intention is mostly through service encounter satisfaction.
In short, this study suggests that business should not only focus on service quality but also customer’s experience when developing the App to deliver service. Which means even in providing diverse service content to increase service quality is important, the process feature and customer acquirement convenience could actually increase service encounter satisfaction to get better effect in service delivery.
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