Grove and Fisk（1983）以劇場中戲劇表演的名詞、觀念來比擬服務的提供，如服務人員被喻為演員、顧客則是觀眾，並將服務接觸的前、後場明確地區隔開來，同時對於整體服務接觸的過程提供了一個具體說明與易於了解的架構，幫助探索服務接觸過程各重要環節所造成的影響。因此，本研究特別針對消費者與供應者在服務互動中產生「服務後場可視化」的現象，對顧客感受到的「知覺價值」做更深入的探討與研究，並且將消費者對於後場資訊的涉入程度、對服務人員外表的重視程度，以及對服務人員外貌的重視程度做為調節的項目。

從研究結果中發現「服務後場可視化」對於「知覺價值」都有顯著的正向影響，但影響的程度會有所不同，其中顧客比較能知覺到的是「體驗價值」的部分。也就是，「服務後場可視化」的服務確實是可以提高顧客對於服務的知覺價值，不僅可以強化消費者的體驗價值，甚至也能提昇消費者其他不同的價值。因此在實務上，服務業者若能以此為優勢，利用前後場相互支援之下創造更完美的服務表演，與其他服務業者產生差異化的服務價值。此外，透過此研究的分析與實證結果，可以幫助服務業者瞭解那一些價值是在服務後場可視化服務的時候應該要重視的關鍵因素，而這也說明了本研究架構的有效性。

Grove and Fisk （1983） had used the noun and idea of drama performance in the theater to compare the offering of service, such attendants as known as performer, customers as known as audience, and separate the front and back stage of service encounter clearly. At the same time, they offer the structure to easily understand the process of the wholly service contact and to help estimate the influence of each important link of service contact. So, this research focused on “perceived value” of customer experiences through which, the “visualized service backstage” in the service contact promotes the interaction of consumers and suppliers. Moreover, this study used the involvement of the back stage information and attention of attendants’ appearance to moderate consumer experiences.

The results showed that “visualized service backstage” has positive influence on “perceived value” with different levels, and customers have more consciousness on “experience value”. Actually the service with “visualized service backstage” can really improve customers’ perceived value. It not only can strengthen consumers’ experience value, but also promote other different values of consumers. In fact, if service providers can use this advantage to create more perfect service performance by which the front stage and the back stage fully support. And it could bring to people more different service value than others. In addition, through the analysis of this study and real practices, it can help the service providers understand which value is the key factor to be attention for offering visualized service backstage.

第一章 緒論……………………………………………………………………..1
第一節 研究動機與背景…………………………………………………………...1
第二節 研究目的…………………………………………………………………...4

第二章 文獻探討………………………………………………………………6
第一節 服務接觸…………………………………………………………………...6
第二節 劇場理論………………………………………………………………….14
第三節 知覺價值………………………………………………………………….25
第四節 外表吸引力……………………………………………………………….39

第三章 研究方法……………………………………………………………..45
第一節 研究架構與假設………………………………………………………….45
第二節 研究設計………………………………………………………………….49
第三節 問卷實施方法…………………………………………………………….56
第四節 前測與抽樣設計………………………………………………………….58
第五節 資料處理與分析方法…………………………………………………….61

第四章 資料分析與結果..…………………………………………………..63
第一節 實驗情境操弄檢測……………………………………………………….63
第二節 因素與信度分析………………………………………………………….65
第三節 「服務後場可視化」與「不同顧客接觸程度的服務業」對「知覺價值」之影響…………………………………………………………………….69
第四節 「涉入程度」、「外表」和「外貌」的調節效果………………………..75
第五節 人口統計變量之討論…………………………………………………….78

第五章 結論與建議…………………………………………………………..80
第一節 研究結果………………………………………………………………….80
第二節 研究發現………………………………………………………………….82
第三節 管理意涵………………………………………………………………….85
第四節 研究限制………………………………………………………………….88
第五節 後續研究之建議………………………………………………………….90

參考文獻…………………………………………………………………………...92
一、 中文部分……………………………………………………………………...92
二、 英文部分……………………………………………………………………...95

附錄………………………………………………………………………………..105
一、正式問卷…………………………………………………………………….105
餐飲業有服務後場可視化之問卷……………………………………………….105
電腦維修業有服務後場可視化之問卷………………………………………….103
餐飲業沒有服務後場可視化服務之情景……………………………………….113
電腦維修業沒有服務後場可視化服務之情景………………………………….113

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