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研究生:黃曉玲
研究生(外文):Hsiao-Ling Huang
論文名稱:顧客關係對服務補救期望,服務失誤歸因,與後續行為忠誠面之影響-DoubleDeviationEffect之實証研究
論文名稱(外文):The Impacts of Customers’Relationship on Service Recovery Expectation, Service Failure Attribution and Subsequent Loyalty Behaviors- An Empirical Study Based on Double Deviation Effect
指導教授:吳萬益吳萬益引用關係
指導教授(外文):Wann-Yih Wu
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
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:2003
畢業學年度:91
語文別:英文
論文頁數:81
中文關鍵詞:服務失誤服務補救Double Deviation Effect負面口碑再惠顧
外文關鍵詞:RepatronageNegative WOMDouble Deviation EffectService RecoveryService failure
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在服務傳遞的流程中難免會發生服務失務的問題,一但服務失誤出現,服務組織便需要立即提供補救的措施,以降低顧客所可能產生的不滿意。然而,如果後續的服務補救措施也進行的不甚完善或不如顧客所期望時,顧客不滿意的情況便會更加提升,這種情況便稱為『Double Deviation Effect』。
近期許多研究將『顧客關係』的概念納入服務行銷的領域,以『角色扮演』的方式,探討顧客與服務組織之間的關係對於服務失誤的認知與服務補救期望的影響。然而其研究主要以彼此間的情感面為主,且結果各有其不同之論點。本研究則是以關係品質的角度定義顧客對服務組織之間的關係,檢視當服務失誤與不滿意的服務補救發生時,顧客與服務組織間的關係對服務不一致(service disconfirmation)、服務失誤的歸因(attribution of service failure)、服務補救的期望(recovery expectation)等之認知與後續行為面(subsequent behavior)的影響。
本研究採用網路問卷與橫斷面的方式,收集在一年內真正同時經歷過服務失誤與不滿意的服務補救的受測者之反應。以迴歸分析為主,透過簡單迴歸、複迴歸與層級迴歸分析檢測各個假設,並利用LISREL檢示整體架構之配適度。
根據問卷結果,本研究歸納出以下之結論:
1. 顧客關係對於負面的服務不一致(negative service disconfirmation)並沒有顯著影響。
2. 隨著顧客關係的提升,顧客越不會將服務失務歸因於穩定性的失誤。
3. 顧客關係對服務補救期望的影響並沒有顯著的影響。
4. 服務補救期望主要受到服務失誤的可控制性、負面的服務不一致與服務失誤的嚴重性所影響。
5. 負面的服務不一致與補救不一致同時影響最終顧客不滿意的程度。
6. 顧客關係會緩衝因顧客不滿意對再惠顧率所產生的負面影響,但無法抑制顧客產生負面口碑的意圖。
但透過LISREL的分析,發現本研究架構之配適度仍未達理想之標準,可再針對架構加以修正,以提升其解釋能力。
Regardless of the precautions set forth to, it’s formidable to ensure totally perfect service delivery for any service organization. Once the service failure occurs, some necessary actions are required to recover the miscues in order to reduce the customers’ dissatisfaction. However, when the recovery performance is also not as expected, more dissatisfaction would be resulted, so called “double deviation effect.”
Recent researches further cite the concept of customer’s relationship using “role-playing” method to discuss its magnified or mitigated impact on the service failure and recovery. However, the role of it is still in dispute and might focus on the emotional bond with the service provider. This study would investigate the impacts of customer’s relationship on the process of recovery, including the perception of the initial service disconfirmation, failure attribution, recovery expectation and subsequent behaviors, in terms of cognitive loyalty with the service organization, as soon as customers encounter a service failure followed by an ineffective recovery.
This study adopted cross-sectional survey via web questionnaires to gather the responses of the respondent who really experienced imperfect service and recovery within the last one year. Regression analysis is used to investigate the role of the customer’s relationship with the service organization on the perception of service disconfirmation, recovery expectation, attribution of the service failure as well as the impact on the dissatisfaction to their repatronage and negative word-of-mouth intention. In addition, the impact of initial service disconfirmation and recovery disconfirmation on final dissatisfaction are examined. LISREL analysis is also employed to examine the goodness of fit of the structure in this study.
Through a questionnaire survey, this study conclude the following results under the double deviation effect:
1.Customer’s relationship is not significant to the negative service disconfirmation.
2.As the customer’s relationship increases, customers are unlikely to attribute the service failure as a stable one.
3.The impact of customer’s relationship on the recovery expectation is not vivid.
4.Recovery expectation is influenced mainly by the controllable attribution of the service failure, negative service disconfirmation and the severity of the failure.
5.Negative service disconfirmation and negative recovery disconfirmation contribute nearly equally to the final dissatisfaction.
6.Customer’s relationship would have mitigated effect on the final dissatisfaction to repatronage intention but not to negative word-of-mouth.
Chapter One Introduction 1
1.1 Research Motivation 1
1.2 Research Objective 6
1.3 Structure of This Study and Research Flow 7
Chapter Two Literatures Review 9
2.1 Service Encounter and Service Failure 9
2.2 Service Recovery 13
2.3 Disconfirmation Paradigm, Satisfaction and Behavior Intention17
2.4 Attribution Theory 21
2.6 Customer’s Relationship with the Service Organization 25
2.7 Hypotheses Development 28
Chapter Three Research Methodology 35
3.1 Research Structure 35
3.2 Hypotheses Review 36
3.3 Research Design and Sample 37
3.4 Variable Definition and Measurement 38
3.5 Questionnaire Design 43
3.6 Analytical Method 44
3.7 Pretest result 46
Chapter Four Research Analysis and Results 50
4.1 Sample Structure and Encountered Company Type 50
4.2 Factor Analysis and Reliability Test 54
4.3 Hypotheses Testing 57
4.4 Path Analysis 68
Chapter Five Conclusions and Suggestions 71
5.1 Conclusions of the Hypotheses Test 71
5.2 Research Contribution 74
5.3 Managerial Implications 75
5.4 Research Limitation and Further Research Suggestion 79
References 82
Appendix 90
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