RESEARCH ON CATERING SERVICE ENCOUNTER, RELATIONSHIP BENEFIT AND CUSTOMER VOLUNTARY PERFORMANCE FROM THE PERSPECTIVE OF EMOTIONAL BEHAVIOR CHANGE -- A CASE STUDY OF CATERING CONSUMERS IN TAIWAN AND MAINLAND CHINA

• Published in: The international journal of neuropsychopharmacology 2022-07, Vol.25 (Supplement_1), p.A96-A97
• Main Authors: Chao, Chia Wei, Hsu, Mao Chou
• Format: Article
• Language: English
• Subjects: Abstracts
• ISSN: 1461-1457; 1469-5111
• DOI: 10.1093/ijnp/pyac032.131

Abstract Background The relationship marketing research has been carried out in the field of marketing research for 30 years. In the past, the research perspective has always been to explore the interest relationship between enterprises or service providers, but it is rarely studied from the perspective of consumers or customers. In addition, previous studies focused on the dimensions of service quality and customer loyalty, rather than the way and type of service contact, the content of customer relationship interest or the voluntary performance of customers. In the tourism industry, which mainly provides services through interpersonal communication, the development of intelligent technology reduces the cultivation of interpersonal emotion. Will it also reduce the perceived relationship benefits of consumers or customers, thereby reducing customer loyalty and voluntary performance? The main research problem of this study is to verify the relationship between service encounter, relationship benefit and customer voluntary performance from the perspective of labor emotion, and take Taiwan and Chinese restaurant consumers as the survey object to verify whether there is homogeneity and stability between multi group models. Research Objects and Methods Firstly, this study reviews the dimensions of service contact, relationship benefit and customer voluntary performance, and establishes a measurement scale. 100 questionnaires from Taiwan and Chinese Mainland were pre- tested and analyzed. After revising the questionnaire, 400 formal questionnaires were distributed in the two places, and 547 valid questionnaires were recovered. The effective questionnaire recovery rate was 68%. The follow-up study process used Spss20.0, Amos20.0 software for item analysis, relationship validation, multi-group modeling, and mediating effect validation. Results A two-tier structural equation model of service encounter, relationship benefit and customer voluntary performance was constructed; The service encounter dimension includes the ease of use of technical services, the economy of technical services, the economy of interpersonal services and the initiative of interpersonal services; The dimension of relationship benefit includes six sub dimensions: trust interests, social interests, special treatment interests, honor interests, knowledge interests and identity interests; Customer voluntary performance means loyalty, cooperation and participation. In the verification of the relat