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研究生:王英櫻
研究生(外文):Ying-Ying Wang
論文名稱:服務補救之顧客滿意度--以公平理論來探討
論文名稱(外文):The Customers'''' Satisfaction on Service Recoveries
指導教授:鄭紹成鄭紹成引用關係
指導教授(外文):Shao-Cheng Cheng
學位類別:碩士
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:2001
畢業學年度:89
語文別:中文
論文頁數:124
中文關鍵詞:服務補救顧客滿意度信任承諾
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論文提要內容:
由於服務失誤無可避免,則當服務傳送系統的過程中發生失誤時,良好服務補救可加強顧客滿意度,建立顧客關係,並且防止顧客對品牌的背叛行為,但執行不力的服務補救,卻會增加顧客不滿意的機會。所以了解顧客對服務補救方式的需求為何是很重要的關鍵。因此本研究以公平認知探討服務補救方式對顧客滿意度之影響以及顧客滿意度對後續態度之影響。
本研究參考Tax and Brown(1998)之研究架構,認為顧客會從公平理論的三個構面來評估自己是否獲得公平的對待:即「結果公平認知」、「程序公平認知」、「互動公平認知」,且透過顧客滿意度,影響顧客對企業的信任與承諾。
本研究採實驗設計法,共有736份有效問卷。研究結果發現:(1)服務失誤發生後,當財務補償愈多,則顧客之結果公平認知愈高;當服務補救之執行速度愈快,則顧客之程序公平認知愈高;當服務人員態度愈專注親切,則顧客之互動公平認知愈高。(2)公平認知對顧客滿意度具有影響力,且當結果公平認知、程序公平認知、互動公平認知愈高時,顧客滿意度愈高。(3)公平認知各構面對顧客滿意度之影響顯著不同,以結果公平認知的影響最大,其次是互動公平認知,相對最小是程序公平認知,且結果公平認知與互動公平認知對顧客滿意度之影響皆頗大。(4)服務補救後,顧客滿意度愈高,則對企業的信任、承諾將愈強。(5)服務失誤影響程度對服務補救方式與公平認知之關係具有干涉效果。
ABSTRACT
Because the service failure is unavoidable, if service failure occurs during service delivery system, good service recovery can enhance customer satisfaction, establish the relationship with customer, and prevent customer from betraying the brand. But if ser-vice recovery doesn’t execute in effective way, it will increase the opportunity of the customer dissatisfaction. So, to understand what kind of the service recovery is fitting with customer’s demand is very important. Therefore, this research using perceived jus-tice to discuss with the influence of the service recovery way and customer satisfaction to the attitudes.
This research refers to the research framework of Tax and Brown (1998), it appears that customer will estimate if he obtains fair treatment from three layers of service recovery. That is “outcome justice”, “procedural justice”, “interactional justice” and it will influence the customer‘s trust and commitment to the enterprise by customer satisfaction.
This research is using experiment design framework, totally 54 experiment groups, to direct at the postgraduate students of Chinese Culture University, Soochow Univer-sity, Ming Chuan University randomly dispense questionnaire, totally 736 effective questionnaires. The result appears that (1) After service failure occurs that if the more compensation the higher customer’s perceived justice in outcome justice. If the service provider’s attitude is more cordial, the customer get higher perceived justice in proce-dural justice. (2) Perceived justice is influence to customer satisfaction and when cus-tomer perceived in higher outcome justice, procedural justice, interactional justice, customer received higher satisfaction. (3) Each layer of perceived justice causes differ-ent significant influence to customer satisfaction. The biggest influence is outcome jus-tice ,the next is interactional justice and the last is procedural justice . Outcome justice and interactional justice cause big influence to customer satisfaction. (4) After service recovery , the higher customer satisfaction, the higher trust and commitment of enter-prise. (5) Service failure will influence to service recovery way and perceived justice.
中文摘要 .....................iii
英文摘要 .....................iv
誌謝辭  .....................vi
內容目錄 .....................vii
表目錄  .....................ix
圖目錄  .....................xii
第一章  緒論...................1
  第一節  前言.................1
  第二節  研究問題...............2
第三節 研究目的...............5
第二章  文獻探討.................7
  第一節  服務補救...............7
  第二節  公平理論...............18
第三節 顧客滿意度..............27
第四節 信任.................32
第五節 承諾.................41
第三章  研究方法.................44
  第一節  研究架構...............44
  第二節  研究假設...............44
第三節 變數定義與衡量............48
第四節 研究設計...............53
第五節 研究樣本及資料蒐集..........59
第六節 統計分析方法.............59
第七節 信度與效度檢定............61
第四章  資料分析與研究發現............63
第一節 回收樣本統計資料...........63
第二節 服務補救方式與認知公平之關係.....66
第三節 服務失誤影響程度對服務補救方式與公平認
知關係之影響.............81
第四節 認知公平與顧客滿意度之關係......85
第五節 顧客滿意度..............87
第六節 顧客滿意度與信任、承諾之關係.....89
第五章  結論...................91
第一節 研究結論...............91
第二節 研究應用與建議............96
第三節 研究限制...............99
參考文獻 .....................100
附錄A  研究問卷.................119
附錄B  研究問卷.................121
附錄C  研究問卷.................123
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