ABSTRACT This study attempts to analyze to what extent the service encounter communication (SEC) influences perceived altruistic value (AV) and customer satisfaction (CS). In addition, it explores the moderating role of gender between SEC, AV, and CS. The empirical setting was transportation services. Data were collected from 165 international tourists visiting Shanghai and analyzed through PLS-SEM. The findings demonstrate a direct and indirect impact of service encounter communication on customer satisfaction and a direct effect on altruistic value. Consequently, gender only moderates the relationship between SEC and CS. Thereby, to enhance customer satisfaction with transportation services, it is necessary to deliver effective communication during a service encounter and promote aspects related to perceived altruistic value.

中文翻译：

---

服务遭遇沟通，利他价值和客户满意度：对在上海购买运输服务的海外游客的研究

摘要这项研究试图分析服务遇到通信（SEC）在多大程度上影响感知利他价值（AV）和客户满意度（CS）。此外，它还探讨了SEC，AV和CS之间性别的调节作用。经验背景是运输服务。数据收集自165名来上海的国际游客，并通过PLS-SEM分析。调查结果表明，服务遭遇交流对客户满意度的直接和间接影响以及对利他价值的直接影响。因此，性别只会缓和SEC和CS之间的关系。因此，为了提高客户对运输服务的满意度，有必要在服务遭遇期间进行有效的沟通，并促进与感知利他价值有关的方面。