確保顧客滿意度一向是服務業者提升顧客正向行為意圖首要方法，然而，若顧客對此服務業者感到厭倦，縱使顧客已獲得滿意的服務，顧客仍可能產生轉換行為。因此，除了提供滿足顧客期望的服務以維持顧客滿意度之外，服務業者亦要讓顧客產生持續的興趣才能在今日競爭的環境下生存。本研究除了結合滿意度與顧客興趣，視其對顧客行為意圖的影響之外；也分別就顧客內在因素(正面情感、涉入程度)與外在因素(服務環境、服務多樣性)兩方面來探討服務業者要如何提高顧客滿意度與顧客興趣。
研究結果顯示，服務業者可以透過顧客的內在因素及外在因素來提升顧客興趣及顧客滿意，進而刺激顧客正向的行為意圖。而顧客興趣對於滿意度與行為意圖間關係存在著干擾作用，服務業者可利用顧客興趣做為顧客滿意度較低之時的保護措施。

This research proposes and tests a model that includes customer interest as a measure of consumers’ response to a service firm as well as explores the antecedents of customer interest. Customer interest was found to have a significant main effect on customer behavior intention, even while modeling the influence on satisfaction on this variable. Customer interest was also found to have a significant interaction with satisfaction in predicting behavior intention. The implication of the customer interest construct is discussed, as well as limitations and areas for future research.

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