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服務體驗管理：亞洲文獻回顧與未來研究方向
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have been widely explored for decades, certain issues still lack further investigation. One of
the potential topics would be exploring the linkage between emotional labor and emotional
contagion. In addition, the influence of service employees’ negative emotions on service
experience also remains to be explored. The depression and anger of service employees
could be transferred to customers and thus affect the service experience. Therefore, future
research should explore how customer’s/employee’s negative (vs. positive) emotions affect
service experience.
2.2 Service Employee Management
Service employees play a vital role in service encounters. While earlier research mainly
focused on the impact of service employee performance on service experience, recent
reseach has paid attention to the management of service employees in service organizations
(Chuang and Liao, 2010; Hong et al., 2013; Liao and Chuang, 2004; Liao et al., 2009).
Organizational factors such as service leadership style, service human resource management,
and service climate have been identified as determinants of frontline employee performance
which results in increased customer service evaluations. However, certain issues regarding
how these organizational factors influence customers’ overall service experience still need to
be examined. One interesting avenue for future research develops from questions focused on
the role of leadership style in pseudo-relationship settings, such as restaurant and shopping
mall. In addition, longitudinal and experimental designs should be encouraged to provide
deeper understanding of the effects of service human resource management on the service
performance of employees. Furthermore, the effect of service climate on back-stage (vs.
frontline) employee performance offers possibilities for valuable future research and should
be explored.
2.3 Service Environments
Service environments play an important role in service delivery because service
experiences happen in the environments. Previous studies have categorized the elements of
service environments into physical and social environments (Baker et al., 1994; Sherman et
al., 1997). Physical environments include both design and ambient factors, while social
environments comprise both service employees and other customers (Baker et al., 1994;
Sherman et al., 1997). Both physical and social environments have been considered crucial
to service experience. Although research has explored the influence of service environments
on customer experiences, how physical environments influence social environments and how