Service Overinvolvement Influences Customers in Mental Aspects: An Empirical Study in Taiwan

摘要

This study examines how banking specialist service overinvolvement influences customers in mental aspects in Taiwan. The purpose of this study is to examine which variables affect the customer's mental aspects due to banking specialist service overinvolvement and other factors, and discuss overinvolvement influence on customer purchase intention, expectations and post purchased. A survey instrument that was adapted and translated from existing surveys was distributed to 200 Taiwanese staff in 8 companies in Taipei city. The structure equation model (SEM) was used for the analysis of the data. The result shows that banking specialist overinvolvement are preponderant influences on customer perceived stress and customer depression. The finding of this study is that customer perceived stress is mediated by the banking specialist overinvolvement, which influences the customer purchase intention and post purchase. Customer expectation is mediated by the customer depression, which influences the customer purchase intention and post purchase. We recommend that banking specialist service overinvolvement is even a positive influence on customer purchase intention, but in this way, also influences the customer depressive mood and is no help on the customer's post purchase and the enterprise's reputation.