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研究生:鍾玉榮
研究生(外文):Yue-Roong Chung
論文名稱:服務補救認知差異性對產品再購買意願之探討
論文名稱(外文):A Study on Customer’s Repurchasing Intention Against The Discrepancy Among Recognition with Service Recovery
指導教授:趙沛趙沛引用關係
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:171
中文關鍵詞:服務補救認知公平滿意度信賴承諾再購買意願
外文關鍵詞:CommitmentTrustService RecoveryPerceived JusticeSatisfaction
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國內目前許多有關服務補救的文獻,多半研究服務補救對顧客反應包括滿意度、顧客關係、以及未來意願等課題上,甚少以實例情境探討,當供應商與顧客之間在補救認知不一致情況下,顧客購買意圖之變化。本研究擬由服務補救屬性之補償效果透過認知公平後來衡量服務補救認知差異性下對產品再購意圖之影響探討。
本研究從資料分析中發現,服務補救認知差異性會產生不同的整體滿意度,而間接影響對產品再購買意願,亦即當服務補救之顧客認知與期望一致時,會正面影響認知公平層面中分配公平的滿意度,而當顧客認知大於期望時,則會提高分配公平之滿意度,唯有當顧客認知小於期望時,則在分配公平後的顧客滿意度上有明顯的降低,甚至直接衝擊顧客之再購買意願。
從本研究得知,該服務補救屬性透過分配公平所產生的整體滿意度,因服務補救認知的差異,透過『認知公平』後對『再購買意願』的影響力也不同。
基本上,服務補救認知之差異性,以緊固件業者而言,會對產品的再購買意願有不等程度的影響。不同服務補救滿意程度會影響對產品再購買意願,滿意程度越高則對產品再購買意願越高。在本研究中『滿意度』、『信賴』及『承諾』確實是未來意願的先行指標,除了滿意度之影響因素外,『信賴與承諾』也為顧客對產品再購買意願之主要影響變數,即顧客對組織之『信賴』『承諾』越高,則其對產品再購意願越高。此點可由文獻(Garbarino and Johnson , 1999)中得知整體滿意與信賴、承諾及未來意願間產生正面的影響而加以印證。因此『信賴與承諾』已列為未來對產品再購買意願之重要影響因素,亦即探討顧客之再購買意願可能會從整體滿意的角色轉移至關係行銷上。
關鍵詞:服務補救、認知公平、滿意度、信賴、承諾、再購買意願。
There are a lot of documents regarding service recovery presented in the domestic literatures. Most of them focused upon the issues of customer responses involving customer satisfaction , customer relationship , and future intentions etc. However ,those documents rarely probed into the change of repurchasing intentions under the disconfirmation of recognition with service recovery between suppliers and customers in the actual situation .This study will provide the influences of repurchasing intention under the disconfirmation of recognition with service recovery by way of compensation effectiveness on the recovery attribution through perceived fairness.
This study also finds out the disconfirmation of the perceived service recovery would produce the different satisfaction through data analysis and influence the repurchasing intention indirectly. It means that positive satisfaction through the distributive justice among justice levels would take place while the perceived perfor-
mance consisted with expectation after service recovery . On the other hand , It would enhance the satisfaction via distributive justice while the performance are larger than expectation . On the contrary , it would shape a clear decline on the satisfaction via distributive justice , only when the perceived performance are less than the expectation , even impacted customer’s repurchasing intention directly.
Integrated satisfaction would be produced by service recovery attribution via distributive justice. Owing to the disconfirmation of recognition with service recovery , the influence for repurchasing intention through the perceived justice are not alike as well.

In essence , to the fastener industries , the disconfirmation among recognition with service recovery could make somewhat influences on repurchasing intentions.
Different satisfactions with service recovery would affect repurchasing intentions. The higher satisfaction degree is , the higher repurchasing intention is. Satisfaction , trust , and commitment are the antecedent index to future intention. Trust and commitment are also the primary variable for future intentions besides the factor of satisfaction. Therefore , the higher trust or commitment is to the organization , the higher repurchasing intention is to customer. The viewpoint mentioned above had been proved in the text written by Garbarrino and Johnson (1999). Trust and commitment have been viewed as a determinant of future intention on the repurchased products. It meant that studying customer’s repurchasing intention may convert integrated satisfaction into relationship marketing.
Key Words : Service Recovery , Perceived Justice , Satisfaction , Trust , Commitment ,
Repurchasing Intention .
摘要(中文) 一
(英文) 二
誌謝辭 四
目次 五
表目錄 八
圖目錄 十一
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 3
第三節 研究流程 4

第二章 文獻探討
第一節服務失誤 7
第二節服務補救 16
第三節顧客反應 22

第三章 研究設計
第一節研究觀念性架構 33
第二節研究假設 34
第三節研究變項定義與衡量 36
第四節資料蒐集 41
第五節問卷信度 42
第六節研究分析方法 43
第七節研究對象與限制 44
第四章 資料分析與研究發現
第一節問卷樣本結構 45
第二節單因子變異數分析 51
第三節補償結果認知公平同意程度之分析 54
第四節各情境樣本特性對衡量構面之評量 55
第五節情境間變異數分析 59
第六節補償結果公平與顧客滿意度間之關係 63
第七節服務補救後顧客滿意度與再購買意願的關係 64
第八節顧客滿意度與『信賴』、『承諾』之關係 65
第九節『信賴、承諾』與再購買意願的關係 66
第十節 顧客滿意度、信賴、承諾之中介歷程效果 67
第五章 結論與研究應用
第一節結論 73
第二節研究應用 74
第六章 研究對象之產業特性與研究建議
第一節國內螺絲螺帽產業之特性 79
第二節產品品質保證體系 83
第三節製造業品質系統 85
第四節產品品質問題之歸屬與發現 87
第五節研究建議 89
參考文獻 92
附錄A 問卷調查 98
附錄B 產品品質問題之發現及解決方案建議 106
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