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研究生:何其盛
研究生(外文):Chi-Sheng Ho
論文名稱:服務復原品質關係模式之建構
論文名稱(外文):Constructing a Model of Service Recovery Quality
指導教授:廖世義廖世義引用關係
指導教授(外文):Shu-Yi Liaw
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:企業管理系碩士班
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:2006
畢業學年度:94
語文別:中文
論文頁數:104
中文關鍵詞:服務復原服務復原品質缺口模式
外文關鍵詞:Service RecoveryService Recovery QualityGap Model
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本研究旨在探討消費者對服務復原品質的重視程度、服務復原品質構面間之關係與顧客滿意度之關係,探討服務復原品質內主動防範、誠實負責、實質補償及即時心理復原四大構面間相互關係,並試圖建構服務復原品質滿意度模式。
首先針對國內曾接受過餐飲業、零售業、美容業、維修服務業、金融業及醫療業之服務復原的消費者進行問卷調查及分析。運用量化分析獲得主要結論如下:消費者對服務復原品質各構面的重視程度以誠實負責為最高、感受到的即時心理復原最低,業者應加強本身對誠實負責的態度和關心顧客的即時心理復原。消費者對不同程度接觸性服務業者的服務復原品質重視程度以中度性接觸服務業者為最高。業者主動防範態度和誠實負責的行動為顧客所重視服務復原品質的源頭,業者應提升公司對於消費者的道德責任感。實質補償和即時心理復原有顯著的正相關關係而即時心理復原和顧客滿意度亦有顯著的正相關關係,建議業者在採取服務復原時,應透過實質補償來提高顧客的心理復原和滿意度。
依照以上的結論發展服務復原品質滿意度模式及服務復原品質滿意度五大缺口。本研究發現顧客對業者服務復原品質的期望和顧客受到的心理復原程度有落差,歸納出服務復原品質滿意度五大落差缺口,分別為企業道德缺口、組織承諾缺口、實體資源缺口、心理復原缺口和服務產品缺口,並提出解決業者和消費者間落差缺口之方案。解決方案如下:提升企業道德倫理、縮小組織承諾和實體資源的差距、尋找顧客想要的實質補償內容、提升產品競爭力。建議整體服務業者可施行上行下效政策,且上屬應時常扮演消費者的角色來考察員工平時服務態度並建立服務復原品質獎懲制度。本研究建議藉由提升業者的服務復原品質、減少服務失誤發生的可能及增強消費者的信任,進而提升產品形象及企業形象。
This study aims to explore the perspective of service recovery quality in consumers, the relationship between constructs of service recovery quality and customers satisfaction. realizing by the relation of actively-avoid, honest conscientious, substance indemnify, immediately psychology recovery, to build up the model of service recovery quality Satisfactory model.
First, investigating service recovery quality that consumer accept are honest conscientious is the highest, felling the immediately psychology recovery is the lowest, company should strength honest conscientious and immediately psychology recovery in consumer. On different contact degree of service company, med-contact is the highest. Actively avoid and honest conscientious in company is the most important resource of service recovery quality. Company should improve responsibility to consumer. There are positive correlation between Substance indemnify and immediately psychology recovery. There are positive correlation between immediately psychology recovery and consumer satisfaction. This study suggest when company adapt service recovery could add with substance indemnify improving psychology recovery and satisfaction to consumer.
According the result, to develop service recovery quality satisfactory model gap model. This study indicate that there are different between the exception of service recovery quality and psychology recovery. To point out five gaps of service recovery quality satisfactory model and provide solution. The gap are follow in business ethics, organizational commitment, physical resource, psychology recovery and service products, the solution are as follows: improving business ethics, reduce the gap between organizational commitment and physical resource, found out the content of physical resource, enhance competitive of product. Suggesting service company practice the policy of inferiors to imitate the superiors. Manager should overlook as customer’s view and build up a system of rewards and penalties. By improve service recovery quality, reducing service failure, enhance consumer commitment boost image of product and business.
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 研究流程……………………………………………………5
第貳章 文獻探討………………………………………………………8
第一節 服務業的分類…………………………………………………9
第二節 服務失誤………………………………………………………13
第三節 服務復原與服務復原期望及服務復原品質…………………18
第四節 主動防範和誠實負責…………………………………………24
第五節 實質補償……………………………………………………27
第六節 即時心理復原與顧客滿意度…………………………………31
第參章 研究方法……………………………………………………35
第一節 研究架構…………………………………………………36

第二節 研究變數操作性定義………………………………………37
第三節 研究假設…………………………………………………40
第四節 研究範圍及問卷設計………………………………………43
第五節 資料分析方法…………………………………………………45
第六節 樣本屬性與分佈情形…………………………………………49
第肆章 研究結果分析…………………………………………51
第一節 服務復原品質之重視程度……………………………………52
第二節 服務接觸程度對服務復原品質……………………………54
第三節 主動防範性和誠實負責性之相關分析………………………59
第四節 企業內外部服務復原品質對顧客觀感之影響………………63
第五節 實質補償的中介效果…………………………………………69
第六節 服務復原品質滿意度整體模式驗証…………………………77
第七節 服務復原品質滿意度缺口分析………………………………81
第伍章 結論與建議……………………………………………………86
第一節 研究結論…………………………………………………87
第二節 研究貢獻與建議…………………………………………90
第三節 後續研究建議…………………………………………93
參考文獻………………………………………………………………94
一、中文部份……………………………………………………………94
二、英文部份……………………………………………………96
附錄……………………………………………………………………101
附錄一 中文問卷………………………………………………101
附錄二 服務復原品質滿意度之相關係數矩陣……………………103
作者簡介………………………………………………………………104
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