臺灣博碩士論文加值系統

本研究實驗一探討旅遊類型(自助旅遊/團體旅遊)與服務失誤類型(結果型/過程型)對顧客抱怨意圖的影響。實驗二則在探討旅遊類型(自助旅遊/團體旅遊)與服務補救類型(心理性/實質性)對顧客的知覺公平與補救後滿意度的影響。兩實驗皆為2×2=4的因子設計。實驗一研究結果如下：(1)因素分析結果發現顧客抱怨意圖共可萃取出三個因素，即「向第三團體抱怨及採取法律途徑」、「不採取行動或直接向企業抱怨」與「私下抱怨及個人抵制」等三個因素。(2)服務失誤類型對顧客的抱怨意圖有顯著的影響，且結果型失誤顯著高於過程型失誤。(3)旅遊類型對顧客的抱怨意圖有邊際顯著的影響，且團體旅遊組邊際顯著高於自助旅遊組。(4)服務失誤類型對向第三團體抱怨及採取法律途徑有顯著的影響，且結果型失誤顯著高於過程型失誤。(5)服務失誤類型對不採取行動或直接向企業抱怨有顯著的影響，且結果型失誤顯著高於過程型失誤。(6)旅遊類型對不採取行動或直接向企業抱怨有邊際顯著的影響，且團體旅遊組邊際顯著高於自助旅遊組。(7)旅遊類型對私下抱怨及個人抵制有顯著的影響，且團體旅遊組顯著高於自助旅遊組。實驗二研究結果如下：(1)服務補救類型對補救後滿意度有顯著的影響，且實質性補救顯著高於心理性補救。(2)旅遊類型對補救後滿意度有顯著的影響，且團體旅遊組顯著高於自助旅遊組。(3)服務補救類型對知覺公平有邊際顯著的影響，且實質性補救邊際顯著高於心理性補救。(4)旅遊類型對知覺公平有顯著的影響，且團體旅遊組顯著高於自助旅遊組。(5)服務補救類型對分配公平有顯著的影響，且實質性補救顯著高於心理性補救。(6)旅遊類型對分配公平有顯著的影響，且團體旅遊組顯著高於自助旅遊組。(7)服務補救類型對程序公平有顯著的影響，且實質性補救顯著高於心理性補救。(8)旅遊類型對程序公平有顯著的影響，且團體旅遊組顯著高於自助旅遊組。(9)旅遊類型對互動公平有顯著的影響，且團體旅遊組顯著高於自助旅遊組。

This research investigates the effect of travel types (independent travel / group package tour) and service failure types (outcome / process) on Consumer Complaint Intentions in study 1 and the effect of travel types (independent travel / group package tour) and service recovery types (psychological / physical) on perceived justice and service recovery satisfaction in study 2. Both of the studies are 2×2＝4 factorial design. The results of study 1 are as follows: (1) There are three factors extracted from Consumer Complaint Intentions items, including “The Third Party Action and Legal Action,” “Take No Action or Complain to Business Directly,” and “Private Action and Personal Boycott.” (2) Service failures types have a significant effect on Consumer Complaint Intentions, and the outcome failure is significantly more than process failure. (3) Travel types have a marginally significant effect on Consumer Complaint Intentions, and group package tour is marginally significant more than independent travel. (4) Service failure types have a significant effect on The Third Party Action and Legal Action, and the outcome failure is significantly more than process failure. (5) Service failure types have a significant effect on Take No Action or Complain to Business Directly, and the outcome failure is significantly more than process failure. (6) Travel types have a marginally significant effect on Take No Action or Complain to Business Directly, and group package tour is marginally significant more than independent travel. (7) Travel types have a significant effect on Private Action and Personal Boycott, and group package tour is significantly more than independent travel. The results of study 2 are as follows: (1) Service recovery types have a significant effect on service recovery satisfaction, and the physical recovery is significantly more than psychological recovery. (2) Travel types have a significant effect on service recovery satisfaction, and group package tour is significantly more than independent travel. (3) Service recovery types have a marginally significant effect on perceived justice, and the physical recovery is marginally significant more than psychological recovery. (4) Travel types have a significant effect on perceived justice, and group package tour is significantly more than independent travel. (5) Service recovery types have a significant effect on distributive justice, and the physical recovery is significantly more than psychological recovery. (6) Travel types have a significant effect on distributive justice, and group package tour is significantly more than independent travel. (7) Service recovery types have a significant effect on procedural justice, and the physical recovery is significantly more than psychological recovery. (8) Travel types have a significant effect on procedural justice, and group package tour is significantly more than independent travel. (9) Travel types have a significant effect on interactional justice, and group package tour is significantly more than independent travel.

摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 3
第二章 文獻探討 5
2.1顧客抱怨行為 5
2.1.1顧客抱怨行為的定義 5
2.1.2顧客抱怨的分類 5
2.2旅遊類型 9
2.3團體行為 10
2.3.1團體的意涵 10
2.3.2去個人化(deindividuation) 10
2.4服務失誤 11
2.4.1服務失誤的定義 11
2.4.2服務失誤的類型 12
2.5服務補救 13
2.5.1服務補救的定義 13
2.5.2服務補救的架構 14
2.5.3服務補救的分類與方式 16
2.5.4服務補救的影響 17
2.6知覺公平 18
2.6.1公平理論 18
2.6.2知覺公平的類型 18
2.6.3知覺公平的影響 20
第三章 研究方法 21
3.1研究架構 21
3.2研究設計 22
3.2.1實驗法 22
3.2.2研究對象 23
3.3變數操弄方式、實驗題材與量表設計 24
3.3.1變數操弄方式 24
3.3.2實驗題材 25
3.3.3量表設計 27
3.4實驗過程與問卷回收 28
第四章 實驗一之研究結果 29
4.1 KMO及Bartlett檢定 29
4.2因素分析 29
4.3信度 31
4.4服務失誤類型與旅遊類型對顧客抱怨意圖之影響 31
4.4.1服務失誤類型與旅遊類型對顧客抱怨意圖之多變量變異數分析 31
4.4.2各組之顧客抱怨意圖 32
4.4.3單純主要效果檢定─顧客抱怨意圖 33
4.5服務失誤類型與旅遊類型對顧客抱怨意圖的三個構面之影響 34
4.5.1服務失誤類型與旅遊類型對顧客抱怨意圖的三個構面之變異數分析 34
4.5.2服務失誤類型與旅遊類型對顧客抱怨意圖的三個構面之平均數 35
4.5.3單純主要效果檢定─顧客抱怨意圖的三個構面 36
4.6小結 37
第五章 實驗二之研究結果 38
5.1信度 38
5.2服務補救類型與旅遊類型對補救後滿意度之影響 38
5.2.1服務補救類型與旅遊類型對補救後滿意度之變異數分析 38
5.2.2各組之補救後滿意度 39
5.2.3單純主要效果檢定─補救後滿意度 40
5.3服務補救類型與旅遊類型對知覺公平之影響 40
5.3.1服務補救類型與旅遊類型對知覺公平之多變量變異數分析 40
5.3.2各組之知覺公平 41
5.3.3單純主要效果檢定─知覺公平 42
5.4服務補救類型與旅遊類型對知覺公平的三個構面之影響 43
5.4.1服務補救類型與旅遊類型對知覺公平的三個構面之變異數分析 43
5.4.2服務補救類型與旅遊類型對知覺公平的三個構面之平均數 44
5.4.3單純主要效果檢定─知覺公平的三個構面 45
5.5知覺公平對補救後滿意度之影響 46
5.5.1知覺公平對補救後滿意度之迴歸分析 46
5.6小結 47
第六章 結論與建議 48
6.1結論 48
6.1.1實驗一 48
6.1.2實驗二 49
6.2建議 50
6.2.1實務建議 50
6.2.2研究限制與研究建議 50
參考文獻 51
附錄 59
附錄A-1實驗一之問卷(自助旅遊/結果型失誤) 59
附錄A-2實驗一之問卷(自助旅遊/過程型失誤) 61
附錄A-3實驗一之問卷(團體旅遊/結果型失誤) 63
附錄A-4實驗一之問卷(團體旅遊/過程型失誤) 65
附錄B-1實驗二之問卷(自助旅遊/心理性補救) 67
附錄B-2實驗二之問卷(自助旅遊/實質性補救) 69
附錄B-3實驗二之問卷(團體旅遊/心理性補救) 71
附錄B-4實驗二之問卷(團體旅遊/實質性補救) 73

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