(3.231.230.175) 您好!臺灣時間:2021/04/16 02:30
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:楊敏嫻
研究生(外文):Yang Ming-Hsien
論文名稱:服務保證對補救滿意度之影響-以企業可信度為干擾變數
論文名稱(外文):The Study of Service guarantee, Corporate credibility and Postrecovery Satisfaction
指導教授:鄭紹成鄭紹成引用關係
指導教授(外文):Cheng Shao-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:2004
畢業學年度:92
語文別:中文
論文頁數:92
中文關鍵詞:服務保證企業可信度服務補救補救滿意度
外文關鍵詞:Service guaranteeCorporate credibilityService recoveryPostrecovery Satisfaction
相關次數:
  • 被引用被引用:1
  • 點閱點閱:103
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
消費者在做購買決策時,存在著許多風險,因此,現有公司以提出服務保證的政策,以降低消費者在購買決策時的知覺風險,進而增加品質認知與購買意願。但因服務本身存在的諸多特性,服務失誤無法避免,因此,在服務失誤實際發生後,企業先前所提出之服務保證對其服務補救滿意度的影響是否與企業未提保證時的補救滿意度有所不同?另一方面,服務保證對於服務補救滿意度影響,會否因企業可信度之不同,而有所改變? 本研究乃擬探討之。
本研究採實驗法進行,調查曾接受航空公司或速食店服務之顧客,結果發現,服務保證對於補救滿意度有負面影響,另一方面,服務保證對補救後滿意度之影響,會受到企業可信度之干擾而產生變化,企業可信度低的公司提出特定保證,其顧客之補救滿意度較高,若提出全面保證,則補救滿意度較低,而企業可信度高之公司提出全面保證,其顧客之補救滿意度較高,提出特定保證,其補救滿意度較低。而實務建議服務品質之維持,較提出服務保證重要。
A corporation usually presents policy of service guarantee to reduce consumers’ risks of perception when they make purchasing decision. It was confirmed in previous researches that service guarantee could reduce consumer’s risks of perception. Service failure can’t be avoided in the process of service transmission, However, after the ser-vice failure occurred, is there any difference of satisfaction of service recovery between an enterprise that presents a service guarantee and an enterprise that does not present? And, on the other hand, if the influence of service guarantee on service recovery will change with the difference of corporate credibility?
This study uses experiment framework with 6 groups to investigate two different kinds of industries, The scenario manipulations include three types of service guarantee and two levels of corporate credibility. In summary, the results show that service guar-antee is negative related to postrecovery satisfaction. In turn, corporate credibility and service guarantee have significant impact on postrecovery satisfaction.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... V
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... xi
第一章  緖論...................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 3
  第三節  研究架構............... 4
第二章  文獻回顧................. 5
  第一節  服務保證............... 5
第二節 服務補救............... 11
第三節 企業形象............... 17
  第四節  補救滿意度............... 21
第三章 研究方法................. 26
第一節 研究設假............... 26
第二節 變數之操作型定義與衡量........ 31
第三節 研究設計............... 33
第四節 試驗調查過程............. 36
第五節 研究樣本與資料蒐集.......... 39
第六節 資料分析方法............... 39
第七節 信度與效度分析............... 40
第四章 資料分析.................... 42
第一節 回收樣本統計資料........... 42
第二節 服務保證對服務補救滿意度影響之分析.. 45
第三節 企業可信度對服務補救滿意度影響之分析. 54
第四節 服務保證與企業可信度對服務補救滿意度影
響之分析............... 59
第五章 結論與建議................ 66
第一節 研究假設之成立情形.......... 66
第二節 研究意涵............... 68
  第三節  管理實務建議................. 71
  第四節  研究限制及未來研究方向建議...... 73
參考文獻 ..................... 75
附錄  研究問卷.................. 90
一、中文部份
王保進(1999),視窗版SPSS與行為科學研究,台北:心理出版社。
陳鉦逹(2002),企業形象、服務補救期望與補救滿意度關係之研究,私立中國文化大學國際企業管理研究所未出版之碩士論文,54-72。
謝安田(1998),企業研究方法論(再版),台北:著者發行。
羅啟中(2003),服務事件重要性、顧客情緒與補救後顧客滿意度關係之研究,私立中國文化大學國際企業管理研究所未出版之碩士論文,42-59。
二、英文部份
Ahmad, S. (2002). Perspectives Service failures and customer defec-tion: a closer look at online shopping experiences. Managing Service Quality, 12(1), 19-29.
Albrecht, K. R., & Zemke, H. (1985). Serve america: Doing busi-ness in the new economy. Dow-Jones Irwin, Homewood, Illinois, 129.
Andreassen, T. W. (1998). Antecedents to satisfaction with service re-covery. European Journal of Marketing, 34(1), 156-175.
Andreassen, T. W., & Lindested, B. (1998). The effect of coporate image in the formation of customer loyalty. Journal of Service Research, 19(1), 82-92.
Andreassen, T. W. (2000). Antecedents to satisfaction with service re-covery. European Journal of Marketing, 34(1), 156-175.
Abratt, R. (1989). A new approach to the corporate image manage-ment process. Journal of Marketing Management, 5(1), 63-76.
Bateson, J. E. G., & Wirtz, J. (1995). An experimental investigation of halo effects in satisfaction measures of service attributes. International Journal of Service Industry Management, 6(3), 84-102.
Bauer, R. A. (1960). Consumer behavior as risk taking. Proceedings of the 43rd National Conference of the American Marketing Association, 389-398.
Bayton, J. A. (1959). Researching the corporate image. Public Rela-tion, 4(10), 3-8.
Bell, C. R., & Zemke, R. E. (1987). Service Breakdown: The Road to Recovery. Management Review, 76(10), 32-35.
Berry, L., & Parasuraman, A. (1991). Marketing service. New York: The Free Press.
Berry, L. (1995). On great services: A framework for action. New York: The Free Press.
Bitner, M. J., Boom, B. M., & Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71-85.
Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters:The employee’s viewpoint. Journal of Marketing, 58(10), 95-106.
Blodgett, J. G., Wakefield, K. L., & Barnes, J. H. (1995). The effects of consumer service on consumer complaining behavior. Jour-nal of Service Marketing, 9(4), 31-42.
Bolton, R. N., & Drew, J. H. (1991). A multistage model of consum-ers’ assessments of service quality and value. Journal of Con-sumer Research, 17(3), 375-384.
Boshoff, C. (2003). Intentions to buy a service : The influence of ser-vice guarantee, general information and price information in advertising. S Afr. J.Bus. Manage, 34(1), 39-44
Boulding, K. E. (1956). The image: Knowledge in life and society. New York: The University of Michigan Press.
Boulding, W., & Kirmani, A. (1993). A consumer-side experimental examination of signaling theory: do consumers perceive war-ranties as signals of quality. Journal of Consumer Research, 20(6), 111-123.
Cardozo, R. N. (1965). An experimental study of customer effort, ex-pectation, and satisfaction. Journal of Marketing Research, 24(8), 244-249.
Clow, K. E., Kurtz, D. L., & Ozment, J. (1998). A longitudinal study of the stability of consumer expectations of services. Journal of Business Research, 42(1), 63-73.
Conlon, D. E., & Murry, N. M. (1996). Customer perception of cor-porate responses to product complaints: The role of explana-tions. Academy of Management Journal, 39(3), 140-156.
Cook, T. D., & Campbell, D. T. (1979). Quasi-experiment: Design and analysis issues for field settings. Boston, Massachusetts: Houghton Mifflin.
Creyer, E. H., & Ross, W. T. (1997). Marketing inferences about missing information-The effect of existing information. Journal of Consumer Research, 19, 14-25.
Dichter, E. (1985). What''s in an image. The Journal of Consumer Marketing, 2(1), 75-81.
Dowling, G. R. (1986). Measuring corporate images: A review of al-ternativeapproaches. Journal of Business Research, 17, 27-34.
Erevelles, S. (1993). The price-warranty contract and product attitudes. Journal of Business Research, 27, 171-181.
Etorre, B. (1994). Conference offers answers for tough times. Hotel and Motel Management, 207(15), 18-23.
Evans, M. R., Clark, J. D., & Knutson, B. J. (1996). The 100 percent, unconditional money-back service guarantee. Cornell Hotel and Restaurant Administration Quarterly, 73(6), 56-61.
Fisk, R. P., Brown, S. W., & Bitner, M. J. (1993). Tracking the evolu-tion of the service marketing literature. Journal of Retailing, 69(1), 61-103.
Firnstahl, T. W. (1989). Growing concerns: my employees are my ser-vice guarantee. Harvard Business Review. 67(4), 28-32.
Firstahl, T. W. (1989). My employees are my service guarantee. Har-vard Business Review, 67(4), 28-34.
Folkes, V. S. (1984). Consumer reactions to product failure: An at-tributional approach. Journal of Consumer Research, 10(3), 398-409.
Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Boston, MA: Harvard Business School Press.
Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer management: A theoretical analysis. Journal of Mar-keting, 24(11), 337-346.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 55(1), 1-22.
Gerald. M. H.(1977). Perceived risk in buying products made abroad by American firms. Academy of Marketing Science Journal, 5, 45-48.
Gillette, B. (1992). Conference offers answers for tough times. Hotel and Motel Management, 207(15), 6-62.
Gilly, M. C., & Stevenson, W. B., Yale, L. J. (1991).Dynamics of Complain Management in the Service Organization. Journal of Consumer Affairs, 25(2), 295-322.
Goldberg, M. E., & Hartwick, J. (1990). The effects of advertising reputation and extremity of advertising claim on advertising ef-fectiveness. Journal of Consumer Research, 17(2), 172-179.
Goodwin, C., & Ross, I. (1990). Consumer evaluations of responses to complaints: What’s fair and why. The Journal of Consumer Marketing, 7(2), 39-47.
Gregory, J. R. (1991). Marketing corporate image: The company as your number one product. Lincolnwood, Illinois: NTC Business Books.
Gronroos, C. (1984). A service quality model and its marketing impli-cation. European Journal of Marketing, 18(4), 36-44.
Gronroos, C. (1988). Service quality: The six criteria of good per- ceived service quality. Review of Business, 9(3), 10-13.
Guseman, D. S. (1981). Risk perception and risk reduction in con-sumer services. American Marketing Assoiction, Chicago, Illi-nois, 200-204.
Keavency, S. M. (1995). Customer switching behavior in service in-dustries: An exploratory study. Journal of Marketing, 59(4), 71-82.
Keller, K. L. (1998). Strategic brand management. Upper Saddle River, New Jersey: Prentice Hall.
Kelly, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failures and recoveries. Journal of Retailing, 69(4), 429-452.
Haley, R.I. (1984). Benefit Segmentation: Backwards and Forwards. Journal of Advertising Research, 24(1), 19-25.
Hart, C. (1988). The power of unconditional service guarantees. Har-vard Business Review, 66(4), 54-62.
Hart, C. W. L., Heskett, J. L., Sasser, W. (1990). The profitable art of service recovery. Harvard Business Review, 68(4), 148-156.
Hart, C., Schlesinger, L. A., & Maher, D. (1992). Guarantees come to professional service firms. Sloan Management Review, 33(1), 19-29.
Hart, C. (1993). Extraordinary guarantees- A new way to build quality throughout your company and ensure satisfaction for your cus-tomers. Amacom, New York.
Hart, C. (1995). The power of internal guarantees. Harvard Business Review, 73(8), 64.
Hart, C. (2000). Uncovering customer value-extraordinary guarantees. Marketing Management, 10(Spring), 35-42.
Hastak, M., & Olson, J. C. (1989). Assessing the role of brand-related cognitive responses as mediators of communication effects on cognitive structure. Journal of Consumer Research, 15(1), 444-456.
Heskett, J. L. (1986). Managing in the service economy. Boston: Har-vard Business School Press,
Heskett, J., Sasser, E., & Hart, C. (1990). Service breakthroughs: Changing the rules of the game. The Free Press, New York.
Hill, A. (2000). A model for optimal delivery time guarantees. Journal of Service Research, 2(3), 254-264.
Hoffman, K. D., Kelly, S. W., & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of Ser-vice Marketing, 9(2), 49-61.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York: John Wiley and Sons Inc.
Jones, T. O., & Sasser, J. R. (1995). Why satisfied customer defect. Harvard Business Review, 85(2), 88-99.
Kelly, S. W., Hoffman, K. D., Davis, M. A. (1993). A typology of re-tail failures and recoveries. Journal of Retailing, 69(4), 429-452.
Kelly, S. W., & Davis, M. A. (1994). Antecedents to customer ex-pec-tations for service recovery. Journal of the Academy of Market-ing Science, 22(1), 52-61
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Re-tailing, 6(4), 48-64.
Kolter, P. (1992). Marketing''s New Paradigm: What''s Really Happen-ing out There. Planning Review, 5, 50-52.
Kurtz, D. L., Clow, E. K. (1991). A model for evaluating service qual-ity. Journal of Marketing Management, 1(3), 51-60.
LaBarbera, A. P., & Mazursky, D. (1983). A Longitudinal Assess-ment of Customer Satisfaction/Dissatisfactions: The Dynamic Aspect of the Cognitive Process. Journal of Marketing Research, 20(11), 393-404.
Lafferty, B. A., & Goldsmith, R.E. (1999), Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad. Journal of Business Research, 44(2), 109-116.
Liden, S. V., & Skalen, P. (2003). The effect of service guarantees on service Recovery. International Journal of Service Industry Managemen, 14(1), 36-58.
Lovelock, C. H. (1983). Classifying services to gain strategic market-ing insights. Journal of Marketing, 47(2), 9-20.
Lutz, R. (1986). Quality is as quality does: An attitudinal perspec-tiveon consumer quality judgements. In Marketing Science In-stitiute Trustees’ Meeting, Cambridge, Massachusetts.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of atti-tude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143.
Maher, D. (1992). Service guarantees. Manage, 43(4), 22-24.
Marvin, B. (1992). Exemplary service guaranteed. Restaurants and Institutions, 102(21), 108-121.
Mazursky, D., & Jacoby, J. (1986). Exploring the development of store images. Journal of Retailing, 62(2), 145-165.
McDougall, G. H. G., Levesque, T., & VanderPlaat, P. (1998). De-signing the service guarantee unconditional or specific. The Journal of Services Marketing, 12(4), 278-293.
McCollough, M. A., Berry L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Serivce Research, 3(2), 121-137.
Menezes, M. A. J., & Quelch, J. (1990). Leverage your warranty program. MIT Sloan Management Review, 31(4), 69-80.
Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assessment of perceived risk and variability. Journal of Academy of Marketing Science, 18(1), 51-65.
Newell, S. J., & Goldsmith, R.E. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52(3), 235-247.
Oliver, R. L. (1980). A cognitive model of the antecedents and con- sequences of satisfaction decision. Journal of Marketing, 17 (11), 460-469.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction proc-esses in retail settings. Journal of Retailing, 57(3).
Ostrom, A. L., Iacobucci, D. (1998). The effect of guarantees on con-sumers’ evaluation of services. The Journal of Service Market-ing, 12(5), 362-378.
Paul, P. J. & Olson, J. C. (1987). Consumer behavior: Marketing strategy perspectives. New York: Richard D. Irwin Inc.
Power, C. (1992). Smart selling: How companies are winning over today’s tougher customer. Business Week, 8(3), 46.
Reichheld, F., & Sasser, W. (1990). Zero defects: quality comes to services. Harvard Business Review, 68(5), 105-111.
Reichheld, F. F.(1993). Loyalty-based management. Harvard Busi- ness Review, 71(2), 64-73.
Robertson, T. S., & Gatignon, H. (1986). Competitive effects on tech-nology diffusion. Journal of Marketing, 50(3), 1-12.
Noreen, R. S. (2003). Service Failure and Recovery: The impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science. 31(2), 127-145.
Rose, M. (1990). No strings attached. Chief Executive, 60(4), 30-33.
Rossello¸ B. (1997). Customer service superstars. ABA Banking Jour- nal, 89(10), 96-104.
Schneider, B., & Bowen, D. E. (1996). Winning the service game. Harvard Business School Press, Boston, Massachusetts.
Sellers, P. (1988). How to handle customers’ gripes. Fortune, 118(October), 88-89.
Shimp, T., & Bearden, W. (1982). Warranty and other extrinsic cue effects on consumers’ risk perceptions. Journal of Consumer Research, 9(June), 38-46.
Singh, J. (1988). Consumer complaint intentions and behavior: Defi-nitional and taxonomical issues. Journal of Marketing, 52(1), 93-107.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of cus- tomer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(8), 356-372.
Sowder, J. (1996). The 100% satisfaction guarantee ensuring quality at Hampton inn. National Productivity Review, 15(2), 53-66.
Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service re- covery: Impact on satisfaction and intentions. Journal of Service Marketing, 9(1), 15-23.
Swartz, A., & Iacobucci, D. (2000). Consumer Evaluations of New Technology-Based Self-Service Options: An Investigation of Alternative Models of Service Quality. International Journal of Research in Marketing, 13(1), 29-51.
Tax, S. S., & Brown, S. W. (1998). Recovering and learning from ser-vice failure. Sloan Management Review, 55(4), 75-88.
Tucci, L. A., Talaga, J. (1997). Service guarantees and consumers’ evaluation of services. The Journal of Services Marketing, 11(1), 10-18.
Walters, C. G. (1978). Consumer behavior: A integrated framework. New York: Richard D. Irwin Inc.
Warden, C.A., Liu, T.C., Huang C.T., & Lee, C.H. (2003). Service failures away from home: Benefits in intercultural service en-counters. International Journal of Service Industry Management, 14(4), 436-457.
Wirtz, J. (1998). Development of a service guarantee model. Asia Pa-cific Journal of Management, 15(1), 51-75.
Wirtz, J., & Bateson, E. G. (1998). Consumer satisfaction with ser-vices: integrating the environmentperspective in services mar-keting into the traditional disconfirmation paradigm. Journal of Business Research, 44, 55-66.
Wirtz, J., & Kum, D. (2001). Designing service guarantees- is full satisfaction the best you can guarantee. The Journal of Service Marketing, 15(4), 282-297.
Westbrook, R. A., & Oliver, R. L. (1981). The dimensionality of consumer emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(6), 84-91.
Zeithaml, V. A., & Berry, L. L. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zeithaml, V. A., & Bitner, M. J. (1996). Services Marketing. McGraw-Hill, New York.
Zemke, R., & Bell, C. (1990). Service recovery: Doing right in second time. Training, 27(6), 42-48.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔