臺灣博碩士論文加值系統

本研究嘗試將服務補救策略與定價策略結合，發展出共同定價策略，探討在懦憚A務失誤的情況下，其對消費者的知覺犧牲與知覺交易價值之影響。期望藉由實行共同定價策略能降低消費者的知覺犧牲，進而提升其知覺交易價值，以達到與顧客共創價值的目的。

本研究採3（三個服務失誤類型）×2（實行共同定價策略之有無）之受試者間因子實驗設計，將模型分為兩部分：第ㄧ部分使用雙因子共變數分析；第二部分使用簡單迴歸分析與獨立樣本t-test，研究結果歸納如下：
1. 服務失誤類型對知覺犧牲無顯著差異。
2. 共同定價策略對知覺犧牲有顯著差異，實行共同定價策略的受試者，其知覺犧牲低於無實行共同定價
策略。
3. 知覺犧牲對知覺交易價值呈現負向關係。
4. 共同定價策略對知覺交易價值呈現正向關係。

本研究所發展的共同定價策略與研究結果，將有助於懦憚A務業在制定定價策略與補救策略之參考。藉由與顧客互動、溝通、協商的定價方式，共同創造雙贏的價值。

This study will try to combine service recovery strategy with pricing strategy, and develop co-pricing strategy to discuss the effects of it under service failure situation on consumers’ perceived sacrifice and perceived transaction value. It would reduce consumers’ perceived sacrifice and increase their perceived transaction value by practicing co-pricing strategy, and achieve the goal of co-creating value with customers.

A 3 (service failure types) ×2 (co-pricing strategy) between-subjects design was used. The results are as followed：
1. Service failure types exert no significances on perceived sacrifice.
2. Co-pricing strategy exerts significances on perceived sacrifice.
3. There is a negative relationship between perceived sacrifice and perceived transaction value.
4. There is a positive relationship between co-pricing strategy and perceived transaction value.

The co-pricing strategy and results in this study will assist restaurants on pricing and recovery. And the pricing way of interaction, communication and negotiation with customers will co-create double win value.

目 錄
致謝 ………………………………………………………………………………… Ⅰ
摘要 ………………………………………………………………………………… Ⅱ
Abstract ……………………………………………………………………………… Ⅲ
目錄 ………………………………………………………………………………… Ⅳ
圖次 ………………………………………………………………………………… Ⅵ
表次 …………………………………………………………………………………… Ⅶ
第一章 緒論 ……………………………………………………… 1
第一節 研究動機與背景…………………………………………………………… 1
第二節 研究目的…………………………………………………………………… 3
第三節 研究流程…………………………………………………………………… 3
第二章 文獻探討 ………………………………………………… 5
第一節 知覺價格…………………………………………………………………… 5
第二節 知覺犧牲…………………………………………………………………… 7
第三節 知覺交易價值……………………………………………………………… 7
第四節 服務失誤…………………………………………………………………… 13
第五節 服務補救與共同定價策略………………………………………………… 24
第六節 研究假設與研究架構……………………………………………………… 36
第三章 研究方法 ………………………………………………… 40
第一節 前測………………………………………………………………………… 40
第二節 研究設計…………………………………………………………………… 40
第三節 變數的操作型定義與衡量………………………………………………… 43
第四節 資料分析方法……………………………………………………………… 47
第四章 資料分析與結果 ………………………………………… 50
第一節 樣本結構…………………………………………………………………… 50
第二節 信度與效度分析…………………………………………………………… 52
第三節 研究架構第ㄧ部分之資料分析－共變數分析…………………………… 53
第四節 研究架構第二部份之資料分析－迴歸分析與t-test…………………… 61
第五節 假設驗證結果整理………………………………………………………… 65
第五章 結論與建議 ……………………………………………… 67
第一節 研究結果與討論…………………………………………………………… 67
第二節 行銷實務上的涵義………………………………………………………… 69
第三節 研究限制…………………………………………………………………… 71
第四節 後續研究建議……………………………………………………………… 71
參考文獻 ………………………………………………………… 73
一、 中文文獻 ……………………………………………………………………… 73
二、 英文文獻 ……………………………………………………………………… 74
附錄一 正式問卷 ………………………………………………… 78

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