| Budget Amount *help |
¥2,990,000 (Direct Cost: ¥2,300,000、Indirect Cost: ¥690,000)
Fiscal Year 2014: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2013: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2012: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
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| Outline of Final Research Achievements |
Consumers’ emotional response is a key factor that affects their satisfactions in the face to face service encounter. Past research in the area of service encounter tried to explain consumers’ responses to their negative feeling when they received a bad service encounter. While introducing a new concept of “field pressure”, the behavior of consumers in purchasing products or services that they do not truly want to buy in a good service encounter setting can be logically explained. Through reviewing prior research, an analysis model and hypotheses are developed to clarify the relationship between field pressure and one’s willingness to buy.
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