• ISSN: 2301-3567 (Print)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly (2013-2014); Monthly (2015-2017); Quarterly (Since 2018)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Mia Hu
    • Abstracting/ Indexing:  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, and Crossref.
    • E-mail: joebm@ejournal.net
JOEBM 2020 Vol.8(3): 230-234 ISSN: 2301-3567
DOI: 10.18178/joebm.2020.8.3.642

The Moderating Effect of Over-Service on Customer Value: The Case of the Restaurant Industry in Taiwan

Shuo-Chang Tsai, Yuan-Jun Chen, and Jin-Hsiang Wang
Abstract—Today's marketing concept has combined the "relationship marketing-oriented" view of maintaining long-term relationships with customers. Many companies introduce the "Customer Relationship Management" (CRM) system, which enables companies to accurately target customers and improve customer satisfaction and loyalty. In other words, meeting the needs of the consumer market and pleasing consumers has become the mainstream thinking of marketing. The practice of pleasing customers is becoming popular. In addition to increasing the extra cost of the company, does the company have to solve the real problem of customers? In particular, recent studies have pointed out that after providing services to consumers to a certain extent, the provision of more services may result in no significant increase in satisfaction, but rather negative emotions in consumers, resulting in "over-service" phenomena. In the past, research has rarely explored the negative effects of over-service and the main reasons for the negative impact. This is the main research purpose of this study. This research is based on the service of Wowprime Group's restaurant chain business. Construct a "customer service industry loyalty model", including customer cognitive value, loyalty, and satisfaction. Over-service is used as an interference effect to clarify the correlation analysis between over-service and satisfaction. After verification by structural equations, the research shows that emotional value, social value, price value and quality value have a positive impact on satisfaction. Over-service has interference effects on emotional value, price value and quality value, especially on emotional value, indicating that over-service in the process of customer's meal does affect customer satisfaction and loyalty. However, over-service has no disruptive effect on social value and satisfaction.

Index Terms—Over-service, customer value, customer satisfaction, customer loyalty.

Shuo-Chang Tsai, Yuan-Jun Chen, and Jin-Hsiang Wang are with Department of Business Administration, Asia University, 500, Lioufeng Rd., Wufeng, Taichung 41354, Taiwan (e-mail: sttsai@asia.edu.tw, yjchen@tari.gov.tw, gtolin283@gmail.com).

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Cite:Shuo-Chang Tsai, Yuan-Jun Chen, and Jin-Hsiang Wang, "The Moderating Effect of Over-Service on Customer Value: The Case of the Restaurant Industry in Taiwan," Journal of Economics, Business and Management vol. 8, no. 3, pp. 230-234, 2020.

Copyright © 2020 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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