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研究生：	楊景婷 Yang, Ching-Ting
論文名稱：	互動品質對滿意度之研究 - 以人格特質為干擾變數 The moderating effect of personality traits on the relationship between interaction quality and satisfaction
指導教授：	賴孟寬 Lai, Meng-kuan
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際企業研究所 Institute of International Business
論文出版年：	2011
畢業學年度：	99
語文別：	英文
論文頁數：	116
中文關鍵詞：	互動品質、滿意度、外向性、謹慎性
外文關鍵詞：	interaction quality, satisfaction, extraversion, conscientiousness
相關次數：	點閱：102 下載：11
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服務業為近代社會漸受重視的產業，服務日新月異，管理者無不追求最佳的服務品質以滿足消費者。由於服務的無形性，服務人員與消費者的互動過程成為服務的關鍵，服務人員與消費者有良好的互動(interaction)，不僅能增進消費者所體會的服務品質，還能幫助管理者了解消費者。近來有許多管理者呼籲以消費者個人為出發點，更細分消費者之間的差異。本研究的目的即為探索新的消費者市場區隔方式，幫助管理者改善服務品質。本研究選用五大人格模型，並假設驗證其中兩個人格特質 — 外向性 (Extraversion)和謹慎性(Conscientiousness)對互動品質與滿意度之間的關係有干擾效果。

本研究結果顯示：
1. 本研究支持Brady和Cronin的模型，互動品質對消費者的滿意度有顯著的正向效果；本研究更進一步驗證，互動品質的三維度 — 服務人員的態度、專業、及行動，對消費者的滿意度有顯著的正向效果。
2. 外向性有顯著的干擾效果。當消費者的外向性格越顯著，則服務人員的態度對消費者的滿意度之正向效果越顯著。
3. 在價位較高的餐廳，謹慎性有顯著的干擾效果。消費者的謹慎性格越顯著，則服務人員的專業及行動對消費者的滿意度之正向效果越顯著。

The purpose of this study is to examine the moderating effect of personality traits on the relationships among three sub-dimensions of interaction quality and satisfaction. Interaction is viewed as one of the most important factors of service quality (Bitner, Booms, & Mohr, 1994; Bowen & Schneider, 1985; Gronroos, 1982). By using the structure developed by Brady and Cronin (2001), the three sub-dimensions of interaction were attitude quality, expertise quality, and behavior quality. In addition, based on Hu, Kandampully, and Juwaheer (2009), service quality is viewed as having a positive impact on satisfaction, with satisfaction being an overall judgment of service quality.
This research used restaurants to examine how the personality traits of customers affect their perceptions of the services provided by frontline employees. By using SPSS and AMOS as analysis tools, the moderating effects of the Extraversion personality trait were discovered. However, when adding a price limitation, the result showed that Conscientiousness also has a positive impact on the relationship between the sub-dimensions of interaction quality and satisfaction.

TABLE of CONTENTS
ABSTRACT	I
摘要	II
致謝	III
TABLE of CONTENTS	IV
LIST of TABLES	VII
LIST of FIGURES	IX
CHAPTER I  INTRODUCTION	1
CHAPTER II  LITERATURE REVIEW	5
Service Quality	5
The Definition of Perceived Service Quality	5
Interaction Quality	7
Satisfaction	9
The Definition of Satisfaction	9
The Relationship between Satisfaction and Interaction Quality	11
Consumer Personality	14
The Importance of Personality	14
The Five-Factor-Model	18
Sub-domains in Five-Factor-Model	19
CHAPTER III  METHODOLOGY	25
Operational Definition and Measurements of Variables	25
Independent Variable – Interaction Quality	25
Dependent Variable - Consumer Satisfaction	28
Moderating Variable – Consumer Personality Traits	29
Pre-test I	33
Procedures	33
Data processing	33
Sample	34
Data analysis	34
Descriptive statistic	34
Validity	39
Reliability	40
Modifications	42
Pre-test II	43
Data Procedures	43
Data processing	43
Descriptive Statistics	43
Validity and Reliability	44
CHAPTER IV RESULTS and DISCUSSION	47
Formal Data Collection	47
Sample Respondents	47
Procedures	47
Sample Distribution and Data Coding	47
Measurement Assessment	49
Validity and Reliability	49
Construct validity	49
Reliability	50
Convergent Validity and Discriminant Validity	53
Model Fit Indices	54
Hypothesis Testing	59
Moderating effects analysis	59
Path analysis	60
Discussion	64
Other Findings	66
CHAPTER V  CONCLUSIONS and SUGGESTIONS	70
Conclusions	70
Results of This Study	70
Academic Contributions	72
Provide a New Way of Segmentation	72
Show the Relationship between Interaction Quality and Satisfaction	72
Managerial Implications	72
Other Findings	73
Limitations and Suggestions for Future Research	73
The Cross Cultural Applicability of the Five-Factor-Model	73
The Arguments for Reducing the Number of Items in the NEO-FFI	74
Research Scenario	75
References	77
Appendix A	84
Appendix B	93
Appendix C	105

LIST of TABLES
Table 2-1 Examples of the three sub-dimensions as determinations of service quality	13
Table 2–1 The Progression of the Five-Factor-Model	17
Table 3-1 Content of Variable Items	27
Table 3-2 The Studies of Assessments to the Five-Factor-Model	31
Table 3-3 Modification of some items in NEO-FFI	32
Table 3-4 The distribution of respondents classified by department	34
Table 3-5 Descriptive Statistic of Independent and Dependent Variables (Divided by N of items)	35
Table 3-6 Item Analysis of Moderating Variables (n=45)	36
Table 3-7 The Kaiser-Meyer-Olkin in measure of sampling adequacy of personality traits	39
Table 3-8 The factor analysis, Cronbach’s α, item-to-total, means, and SDs of pretest I  (n=45)	40
Table 3-9 Descriptive Statistics of Independent and Dependent Variables	44
Table 3-10 Kaiser-Meyer-Olkin of Independent and Dependent Variables	45
Table 3-11 The factor analysis, Cronbach’s α, item-to-total of pretest II  (n=68)	45
Table 4-1 Data Coding and Sample Distribution (n=364)	48
Table 4-2 The Kaiser-Meyer-Olkin measure of sampling adequacy	50
Table 4-3 Confirmatory Factor Analysis	51
Table 4-4 Discriminant Validity Analysis	54
Table 4-5 Results of Confirmatory Factor Analysis on Research Construct	55
Table 4-6 Chi-square Difference Test of Moderating Variables	59
Table 4-7 Structural Equation Model Analysis	61
Table 4-8 Chi-square Difference Test of Conscientiousness with Sample Limited to Meals Costing more than NT$500	65
Table 4-9 Path Analysis of Conscientiousness with Price Limitation	65
Table 4-10 Chi-square Difference Test of Other Factors	68
Table 4-11 Path Analysis of Other Findings	69
Table 5-1 Summary of Research Findings	71

LIST of FIGURES
Figure 2-1 Perceived Service Model	7
Figure 2-2. The Conceptual Model	24
Figure 4-1 Confirmatory Factor Analysis of Research Model	56
Figure 4-2 Confirmatory Factor Analysis of Personality Construct	57
Figure 4-3 Parameter Estimates of Research Model	60
Figure 4-4 Parameter Estimates of Interaction Quality Model	60

                                    

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