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研究生:陳曉天
論文名稱:服務補救、公平認知與顧客態度關係之研究-以航空業為例   
指導教授:謝安田謝安田引用關係
指導教授(外文):An-Tien Hsieh
學位類別:博士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2000
畢業學年度:89
語文別:中文
論文頁數:153
中文關鍵詞:服務補救公平認知
外文關鍵詞:service recoveryperceived justice
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研究指出失敗的服務補救是造成顧客流失的主要原因,因此抱怨處理/服務補救是維持顧客的重要策略工具,追蹤分析服務失誤和抱怨處理/服務補救策略乃成為一重要管理課題。然而,由於相關的理論發展或實證研究尚屬不夠完備,再者,學者指出將公平認知構念納入服務補救之相關議題時,將可有助於對抱怨處理/服務補救與顧客態度間關係的了解且更具意義。因此,本研究主要目的在於檢測抱怨處理/服務補救作法對於公平認知之影響效果以及公平認知與顧客後續態度之關係。
本研究採用準實驗法作為資料收集方式,總共240位具有多次搭乘國際空班機經驗者參與填答問卷。主要研究結果如下:(1)顧客之公平認知與顧客滿意度改變幅度、忠誠度成顯著正向相關。(2)對於結果、程序、互動等三項公平認知最具影響效果之服務補救方式依序分別是財務補償、執行速度、服務人員之處理態度。(3)服務失誤事件影響程度、國際航空公司所屬國家之國際經濟發展程度對於抱怨處理/服務補救作法與公平認知之關係具有顯著之干擾效果。
本研究將抱怨處理/服務補救作法、公平認知、顧客後續態度三者組合成一系統架構,如此可經由對此三項變數彼此關係之整體了解而有助於服務品質及服務補救方面知識之擴展。
第一章  緒論﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 1
第一節  研究背景﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 1
第二節  研究問題與研究目的﹒﹒﹒﹒﹒﹒﹒﹒﹒ 5
第三節  觀念性架構﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 11
第四節  研究重要性﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 13
第二章  文獻探討﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 15
第一節  抱怨處理/服務補救﹒﹒﹒﹒﹒﹒﹒﹒﹒ 15
第二節  公平認知﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 22
第三節  顧客對於抱怨處理/服務補救之反應態度 26
第三章  研究假設﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 30
第一節  公平認知與顧客歷經抱怨處理/服務補救
      態度之關係﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 30
第二節  抱怨處理/服務補救作法與公平認知之關
      係﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 34
第三節  服務失誤影響程度對於服務補救與公平認
      知關係之影響﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 41
第四節  服務提供者所屬國家之國際經濟發展程度
      對於抱怨處理/服務補救與公平認知關係
      之影響﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 43
第四章  研究方法﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 45
第一節  研究產業及實驗設計﹒﹒﹒﹒﹒﹒﹒﹒﹒ 45
第二節  研究樣本、資料蒐集及問卷結構﹒﹒﹒﹒ 46
第三節  變數衡量﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 48
第四節  資料分析方法﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 58
第五章  顧客歷經服務補救後之態度分析﹒﹒﹒﹒﹒﹒ 61
第一節  樣本之基本資料﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 61
第二節  顧客滿意度改變幅度﹒﹒﹒﹒﹒﹒﹒﹒﹒ 63
第三節  公平認知與顧客滿意度改變幅度﹒﹒﹒﹒ 65
第四節  公平認知與顧客忠誠度﹒﹒﹒﹒﹒﹒﹒﹒ 69
第六章  抱怨處理/服務補救與公平認知﹒﹒﹒﹒﹒﹒ 73
第一節  服務補救財務補償與結果公平認知﹒﹒﹒ 73
第二節  服務補救執行速度與程序公平認知﹒﹒﹒ 77
第三節  服務人員處理態度與互動公平認知﹒﹒﹒ 81
第七章  服務失誤影響程度對於服務補救與公平認知關
     係之影響﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 86
第一節  服務失誤影響程度對於財務補償與結果公
      平認知關係之影響﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 86
第二節  服務失誤影響程度對於執行速度與程序公
      平認知關係之影響﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒ 90
第三節  服務失誤影響程度對於服務人員處理態度
      與互動公平認知關係之影響﹒﹒﹒﹒﹒﹒ 95
第八章  服務提供者所屬國家之國際經濟發展程度對於 服務補救與公平認知關係之影響﹒﹒﹒﹒﹒﹒101
第一節  服務提供者國際經濟發展程度對於財務補
      償與結果公平認知關係之影響﹒﹒﹒﹒﹒102
第二節  服務提供者國際經濟發展程度對於執行速
      度與程序公平認知關係之影響﹒﹒﹒﹒﹒107
第三節  服務提供者國際經濟發展程度對於處理態度
      與互動公平認知關係之影響﹒﹒﹒﹒﹒﹒112
第九章  結論與建議﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒117
第一節  結論﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒117
第二節  建議﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒123
參考文獻 ﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒128
附錄A  研究問卷﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒﹒151
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