臺灣博碩士論文加值系統

企業在服務傳送的過程中免不了會出錯，但是如果能及時提供服務補救就可以降低顧客抱怨和提昇顧客服務補救後滿意度以避免流失顧客。本研究依據相關理論與文獻之探討，以前往台中市國際觀光旅館消費之顧客為受訪對象，探討「服務補救不一致」、「服務補救後滿意度」、「企業形象」、「關係品質」與「顧客忠誠度」等各構面前後之影響徑路關係。本研究之研究方法採探索性因素分析以找出各主要構面之因素，而後再運用多元迴歸分析進行研究模型之路徑分析，探討研究架構中各構面間之前後影響路徑關係是否成立。研究結果顯示，顧客在遭受旅館服務失誤時心裡總會期待得能獲得補償，然而顧客心裡所期望的補償與旅館實際做出的補償往往會產生知覺上的落差，而此落差將會影響顧客對旅館服務補救後的滿意程度，亦會對該旅館企業形象造成影響，且更是會提高顧客與旅館彼此之間的關係與忠誠度。

The enterprise may unavoidably make some careless mistakes during the process of service delivery, but if it can timely provide the fitting actions of service recovery, it will be able to reduce customer complaints and further enhance the customers’ post-recovery satisfaction and prevent the customers from betraying the organization. According to the related literature reviews, this study constructs a path analytical model to test the relationships among service recovery, service recovery disconfirmation, customer’s post-recovery satisfaction, relationship quality, and customer loyalty. The respondents involved in this study are the customers of international tourist hotels in Taichung. The research framework and all of the research hypotheses are demonstrated by the statistics techniques of multiple regression analyses. The main research results are summarized as follows. Synthetically speaking, if the international tourist hotel can implement the fitting actions of service recovery, and that will promote the customers’ post-recovery satisfaction and corporate Image, and the relationship between it and its customers, and further enhance the customers’ loyalty.

摘要 I
ABSTRACT II
誌 謝 III
目錄 IV
圖目錄 VI
表目錄 VI
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍 5
第四節 研究流程 6
第貳章 文獻探討 8
第一節 服務失誤 8
第二節 服務補救 12
第三節 顧客滿意度 20
第四節 企業形象 24
第五節 關係品質 29
第六節 顧客忠誠度 33
第七節 構面關係推導與研究架構建立 35
第參章 研究設計與研究方法 39
第一節 研究架構與研究假說 39
第二節 研究構面之操作性定義與衡量方式說明 40
第三節 問卷設計 43
第四節 抽樣方法 46
第五節 問卷回收與樣本結構分析 46
第六節 資料分析方法 47
第肆章 實證研究結果彚整與分析 51
第一節 研究構面問項之基本分析 51
第二節 研究構面之因素分析與信度測驗 57
第三節 構面因素之影響徑路分析 62
第四節 研究假設驗證結果彚整 69
第伍章 結論與建議 71
第一節 研究結論 71
第二節 研究建議 73
第三節研究貢獻 76
參考文獻 78
附錄 89

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