臺灣博碩士論文加值系統

國內現有文獻有關服務補救的研究少‚ 且多半在服務失誤的分類及其影響因素¸ 若有服務補救之探討則僅止於滿意度‚ 較少一氣呵成探討服務補救、顧客滿意度與再購意願的關係; 加上有關服務補救的研究其衡量滿意度的方式仍沿習以往期望與認知之間的差距◦ 故本研究擬由認知公平(perceived justice)為中介變數來衡量服務補救前後滿意度與再購意願的差異‚ 期能找出較符合顧客滿意並再購的服務補救方式。
本研究從資料分析中發現服務補救之後的整體滿意度確實會透過認知公平而提昇¸ 且大體而言不同服務補救屬性會透過不同層面的認知公平。 服務補救屬性中¸ 補償效果的有無將影響認知公平層面中分配公平的滿意度; 補救速度的快慢將影響認知公平層面中程序公平的滿意度; 但是主動補救及道歉並未如原先預期地達到影響認知公平層面中互動公平的滿意度。
四種服務補救屬性透過認知公平後所產生的個別滿意度總和對整體滿意度達到55%的解釋能力、 對再購意願有23.8%的解釋能力。 但補償效果(分配公平)及道歉(互動公平)是造成顧客整體滿意及再購的主因¸ 而且補償效果所造成的認知公平滿意度遠高於道歉。 此點¸ 可能如文獻中所言(Smith, Bolton and Wanger,1999)¸ 分配公平因為獲得資訊容易(補償效果較之於補救速度、道歉及主動補救來得具體¸ 故較有感覺也較容易量化)之故。
大體而言¸ 不管服務補救屬性補救得好壞或有無¸ 整體平均都對滿意度及再購意願有提昇作用¸ 此點與文獻中 : 執行不力之服務補救¸ 將會增加顧客之不滿(Hart、 Heskett and Sasser,1990)稍有出入¸ 可能係因I.S.P.此產業特性的緣故¸ 因目前尚無企業進行服務補救¸ 故業者一旦有補救行為¸ 顧客難免受寵若驚。
不同服務補救滿意程度的確造成不同再購意願¸ 且滿意度越高再購意願越高。 在本研究中¸ 滿意度確實是再購意願的先行指標。

圖目錄 ----------------------------------------------- 六
表目錄 ----------------------------------------------- 七
第一章 緒論
第一節 研究背景與研究動機------------------------------- 1
第二節 研究目的---------------------------------------- 6
第三節 研究流程----------------------------------------- 8
第二章 文獻探討
第一節 服務補救---------------------------------------- 9
第二節 認知公平----------------------------------------16
第三節 顧客滿意與再購意願----------------------------22
第三章 研究方法
第一節 研究架構與研究假說------------------------------26
第二節 變數定義與變數衡量------------------------------31
第三節 研究設計----------------------------------------35
第四節 研究對象與研究範圍------------------------------39
第五節 資料收集----------------------------------------41
第四章 資料分析與研究發現
第一節 問卷樣本結構------------------------------------43
第二節 服務補救屬性與認知公平的關係--------------------45
第三節 認知公平與顧客滿意度及再購意願------------------47
一、 認知公平與顧客滿意度------------------------47
二、 認知公平與再購意願--------------------------49
三、 服務補救前後顧客滿意度及再購意願的差異------52
第四節 滿意度與再購意願的關係--------------------------54
第五章 結論與建議
第一節 結論----------------------------------------55
第二節 應用與建議----------------------------------59
第三節 研究限制----------------------------------------62
參考文獻-------------------------------------------------63
附 錄 研究問卷

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