臺灣博碩士論文加值系統

論文提要內容：
服務挽回的目的是為維持企業與顧客間的關係。顧客忠誠度則是支配其實際購買行為的重要因素。企業經由顧客忠誠度的建立，可贏得市場佔有率，並發展出穩定的競爭優勢。本研究主要探討服務失誤發生時，企業所採取的挽回措施對顧客忠誠度變化的影響。
本研究共計發出問卷995份，有效回收問卷779份，以實際調查之資料來驗證本研究之假設。茲將研究結果摘要分析如下：將受訪者之忠誠度區分為高、中、低三級，經驗證結果，顧客對服務挽回措施之期望會受其忠誠度影響; 顧客在面對企業有、無採取服務挽回措施的情境下，其忠誠度之變化在統計上達顯著差異。再將企業採取的挽回措施區分為不承認過失拒絕道歉、承認過失但不更換商品、道歉並更換商品、道歉更換商品並免費招待等4種情境，分別檢定其對顧客忠誠度變化的影響，結果發現企業不同的處理方式對於顧客忠誠度變化影響顯著; 唯以 Tukey HSD法檢定發現，在採取道歉更換商品時是否免費招待，對顧客忠誠度影響的差異則不顯著。就企業採取4種不同情境的挽回方式時，其對高、中、低三等級忠誠度顧客之影響，經檢定後均相當顯著。最後以受訪者之性別、年齡、教育程度、年所得等人口統計變數為干擾變數，檢定其對顧客服務挽回之期望及忠誠度變化之影響，結果發現其影響均不顯著。

ABSTRACT:
The objective of service recovery is to maintain the relationship between the enterprise and the customer. Customer loyalty is an important factor of controlling the actual buying behavior of the customer. An enterprise can gain its market share and develop a stedy competitive advantage by establishing customer loyalty. This study primarily investigates the effect on the changes of customer loyalty according to the recovery policy implemented by the enterprise when service failure happen.
This study distributed 995 questionnaire surveys of which 779 were valid responses. The data from these actual surveys were used to test the hypothesis of this study. The results of this study are summarized as the following. Customer loyalty of the respondents was grouped into three levels, high, medium, and low. The test results indicated that the customers expectations toward service recovery policy are affected by their loyalty. There are statistically significant changes in customer loyalty depending on whether an enterprise service recovery policy is in place. In addition, the enterprise service recovery policy is categorized into four situations, deny failureand refuse to apologize, admit failure but refuse to exchange merchandise, apologize and exchange merchandise, and apologize and exchange merchandise with complimentary services. When each of the four situations was tested for the effect on the changes in customer loyalty, the results showed that different situations of enterprise sevice recovery policy significantly affect the changes in customer loyalty. However, there is an exception while applying the Tukey HSD method that showed no significant difference in customer loyalty between the last two situations of service recovery policy, i.e. whether complimentary services were applied in addition to apology and exchange of merchandise. All 4 situations of enterprise service recovery policy were tested to have significant effects on all three, high, medium, and low levels of customer loyalty. Finally, the effects on the expectation for customer service recovery and customer loyalty were not significant from the tests using the demographic variabls, gender, sge, education level, and yearly income of the respondents as affecting factors.

中文摘要
英文摘要
第一章 緒論
第一節 研究背景
第二節 研究問題與研究目的
第二章 文獻探討
第一節 服務失誤
第二節 服務挽回
第三節 顧客忠誠度
第三章 研究設計
第一節 觀念性架構
第二節 研究假設
第三節 研究變數之操作性定義與測量
第四節 問卷設計
第五節 資料收集
第六節 問卷的信度及效度
第七節 研究分析方法
第八節 研究限制
第四章 研究結果
第一節 基本資料描述
第二節 顧客對於企業服務挽回措施之期望會受忠誠度影響之分析
第三節 顧客忠誠度的變化，會受企業有、無採取服務挽回措施影響之分析
第四節 顧客忠誠度的變化，會受企業不同方式的服務挽回措施影響之分析
第五節 不同忠誠度的顧客之忠誠度變化會受企業服務挽回措施影響之分析
第六節 性別、年齡、教育程度、平均年所得會影響顧客對服務挽回措施之期望分析
第七節 性別、年齡、教育程度、平均年所得會影響顧客忠誠度變化之分析
第五章 結論與建議
第一節 研究結論
第二節 研究應用與建議

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