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研究生:蕭明章
研究生(外文):Ming-chang Hsiao
論文名稱:宅配業服務失誤對消費者行為意向影響之研究
論文名稱(外文):THE STUDY OF THE EFFECTS OF SERVICE FAILURES ON CONSUMER'S BEHAVIOR INTENTION IN HOME DELIVERY INDUSTRY
指導教授:莊鎧溫莊鎧溫引用關係
指導教授(外文):Kai-wayne Chuang
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:100
中文關鍵詞:行為意向服務補救宅配服務失誤
外文關鍵詞:Service RecoveryBehavior IntentionHome DeliveryService Failures
相關次數:
  • 被引用被引用:5
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  • 收藏至我的研究室書目清單書目收藏:1
  台灣的宅配業在2000年由東元集團率先與日本通運合作,引進專業宅配技術成立「台灣宅配通」而進入宅配服務的世代。「宅配」嚴格來說是屬物流產業的一環,「物流」只解決貨物的流通。「宅配」則使消費者在消費後得以享受立即、快速、便捷的到府服務。因此宅配業者對服務失誤的處理方法與顧客的行為意向有著密切關聯性。
  
  本研究目的針對業者不同的服務失誤類型,給予適當服務補救措施,顧客在接受補償後的滿意度與後續再次消費行為意向相關性做探討。希望藉此研究了解顧客對不同的服務失誤處理方式的反應,以進一步了解消費者對宅配服務失誤後的行為意向。也希望藉由消費者觀點之彙整深入分析,讓宅配業者在產生服務失誤後調整服務策略之參考方向。
  
  本究研透過問卷調查蒐集數據,經統計分析後發現,服務失誤對消費者有一定程度的負面影響,但可藉由補救措施來降低消費者不滿意度程度,甚至可將負面影響轉變為正面滿意度。對宅配業者的建議是降低服務失誤發生機率,建立完善的溝通管道並建立有效補救程序的落實與運用。
  As for dome delivery Industry in Taiwan, since TECO Group took the lead in cooperating with Nippon Express to introduce professional dome delivery technique and formed “Taiwan Pelican Express” in 2000, the generation of home delivery has begun. Strictly speaking, “home delivery” belongs to one part of Logistics Industry; however, “logistics” only solves the circulation among goods. “home delivery” enables consumers to enjoy instant, fast and convenient home services after shopping. Therefore, home delivery Industry Proprietors’ methods of dealing with service failures have close correlation with consumers’ behavior intention.
  
  This study intends to provide proper service recovery measures aimed at proprietors’ different types of service failures, and to explore the correlation between customers’ satisfaction after receiving compensation and their subsequent behavior intention to consume once again. It is expected that customers’ reactions to different methods of dealing with service failures can be understood through this study, in order to further understand consumers’ behavior intention after home-delivery service failures. Also, through the profound analysis on the collection of consumers’ viewpoints, it is expected that home delivery Industry Proprietors can have the referral directions for regulating their service strategies after service failures happened.
  
  In this study, the data were gathered through questionnaires. Through statistic analyses, it is found that service failures have certain degree of negative influence on consumers; however, consumers’ dissatisfaction degree can be reduced through recovery measures; even negative influence can be changed into positive satisfaction. The suggestions for home delivery Industry Proprietors are: reduce the occurrence probability of service failures, establish faultless communication channels, and construct the implementation and applications of effective recovery procedures
中文摘要…………………………………………………iv
英文摘要…………………………………………………v
目錄……………………………………………………vii
表目錄……………………………………………………ix
圖目錄……………………………………………………xi
  
第一章 緒論……………………………………………1
1.1 研究背景與動機………………………………1
1.2 研究目的………………………………………3
1.3 研究流程………………………………………4
  
第二章 文獻探討………………………………………5
2.1 服務失誤………………………………………5
2.2 補救措施………………………………………13
2.3 補救滿意度……………………………………22
2.4 行為意向……………………………………26
  
第三章 研究設計………………………………………32
3.1 研究架構與假設………………………………32
3.2 研究變數之操作性定義與衡量方式…………37
3.3 資料蒐集與抽樣設計…………………………42
3.4 研究方法與分析工具…………………………44
3.5 效度與信度檢定………………………………45
  
第四章 資料分析與研究發現…………………………49
4.1 樣本之基本資料分析…………………………49
4.2 敘述性統計分析………………………………51
4.3 各構面因素分析………………………………55
4.4 相關分析………………………………………61
4.5 變異數分析……………………………………62
4.6 迴歸分析………………………………………67
4.7 結構方程模式(Structural Eqution Modeling)分析…74
  
第五章 結論與建議……………………………………84
5.1 結論……………………………………………84
5.2 管理的意涵……………………………………87
5.3 研究之建議……………………………………88
5.4 研究限制………………………………………90
  
參考文獻
一、中文部份……………………………………………91
二、英文部份……………………………………………93
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