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研究生:楊于萱
研究生(外文):Yung-Syuan Yang
論文名稱:服務補救矛盾與雙重偏差之邊界條件探討
論文名稱(外文):The boundary conditions of the recovery paradox and the double deviation
指導教授:周逸衡周逸衡引用關係吳基逞吳基逞引用關係
指導教授(外文):Jacob Y. H.Wu Chi Cheng
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:2009
畢業學年度:97
語文別:中文
論文頁數:98
中文關鍵詞:服務補救矛盾雙重偏差期望強度累積滿意度特定交易滿意度
外文關鍵詞:recovery paradoxdouble deviationexpectancytransaction-specific satisfactioncumulative satisfaction
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服務補救矛盾這項奇特的現象-經歷失敗與補救後的顧客,竟然會對服務廠商更加滿意-顯示出顧客在補救後的滿意上升程度會高於沒經歷過失敗的滿意程度。而雙重偏差,則是顧客再經歷服務失敗與差勁的補救後,對於補救後滿意下降程度高於失敗後的下降程度。這兩個現象都表示出顧客對於補救在意的程度高於對服務失敗的在意程度,剛好也可視為一種對稱性的現象,兩者皆發生在顧客經歷偏離的服務事件之後,導致顧客對於補救事件的評估放大。而本研究主要目的在討論是否會有其他變數影響到這兩個現象的發生,也就是探討這兩個現象有那些邊界條件存在,並瞭解邊界條件是如何影響這兩個現象。
本研究採實驗法進行實證,以餐廳的連續服務事件作為情境設計,設定簡餐店的送餐與結帳情況為實驗情境,探討消費者在經歷偏離預期的服務經驗後,是否會對第二個服務事件的評估更加極端,並將「先前偏離經驗」、「服務預期強度」和「長、短期滿意度衡量方式」三個邊界條件加入架構中探討。
  本研究發現顧客在經歷服務失敗後,對於好的補救確實有較極端的評估。此外,並發現有無先前偏離經驗並不會影響對後續事件的評估強度。其次,對於服務預期強度較強的顧客來說,預期偏離的效果越強,導致對補救的評估也會越極端。最後,本研究也發現長、短滿意度衡量方式也會影響顧客評估的極端性,使用短期評估的方式較容易導致顧客對補救有極端的評估,長期之下,顧客做整體的評估時,對服務事件偏離預期的效果較弱,導致評估較不極端。
“Recovery Paradox” (RP) means that customer who experienced a service failure and a superior service recovery were more satisfied than the customer who didn’t experience a service failure. Furthermore, “Double Deviation” (DD) means that customer who experienced a service failure and a inferior service recovery were more dissatisfied than the customer who didn’t experience a service failure or just experience a service failure. These two phenomena imply that customers pay more attention on the recovery than on the failure and that the evaluation of recovery is boosted by the initial failure. This study aims to discuss the boundary conditions in which the RP and DD are more likely to occur.
This study uses experimental design to examine the boundary conditions of RP and DD. Experiment scenarios were composed of a series of service event in a restaurant. And the experiment wants to examine whether the customer who experienced the service failure would magnify the evaluation of recovery. Moreover, the experiment also wants to examine whether there are other factors affect the occurrence of these two phenomena. The previous failure experience, the strength of service and the measurement of satisfaction were included in this study as potential boundary conditions.
The result supports RP, but doesn’t support DD. And the result shows that there is no significant effect between the satisfaction and the previous failure experience. Beside, the strength of service and the measurement of satisfaction have effect on recovery satisfaction.
致謝辭 ----------------------------------------------------------- I
中文摘要 -------------------------------------------------------- II
英文摘要 -------------------------------------------------------- III

第一章 緒論 ------------------------------------------------------- 1
第一節 研究動機與背景 ---------------------------------------- 1
第二節 研究目的與問題 ---------------------------------------- 4
第三節 研究流程----------------------------------------------- 5

第二章 相關理論與文獻探討 ----------------------------------------- 6
第一節 服務補救矛盾與雙重偏差-------------------------------- 6
第二節 偏離預期之效果--------------------------------------- 14
第三節 先前偏離經驗之效果----------------------------------- 18
第四節 預期服務強度之效果----------------------------------- 21
第五節 長、短期滿意度衡量方式之效果------------------------- 24

第三章 研究方法 --------------------------------------------------26
第一節 研究架構 ---------------------------------------------26
第二節 假說推論 ---------------------------------------------28
第三節 研究設計 ---------------------------------------------35
第四節 問卷設計與前測 ---------------------------------------39
第五節 實驗進行方式 -----------------------------------------46
第六節 分析方法 ---------------------------------------------47

第四章 研究結果 ------------------------------------------------- 49
第一節 樣本結構 -------------------------------------------- 49
第二節 信度分析 -------------------------------------------- 50
第三節 實驗情境操弄確認 ------------------------------------ 52
第四節 前提假設之檢定--------------------------------------- 54
第五節 「先前偏離經驗」對「偏離預期效果」的影響------------- 57
第六節 「服務預期強度」對「偏離預期效果」的影響------------- 59
第七節 「長、短期滿意度衡量方式」與「偏離預期效果」的影響 -- 61

第五章 結論與建議 ----------------------------------------------- 63
第一節 研究發現與討論--------------------------------------- 63
第二節 研究貢獻 -------------------------------------------- 67
第三節 研究限制 -------------------------------------------- 70
第四節 研究展望 -------------------------------------------- 72

參考文獻 ------------------------------------------------------ 74
附錄:情境一之正式問卷 ---------------------------------------- 85
一、 中文部分
郭俊宏,以知覺公平觀點看待消費者面對服務失敗時的反應,國立中山大學企業管理研究所,碩士論文,2008年11月。
中華民國統計網,工商及服務業普查,http://www.stat.gov.tw/mp.asp?mp=4 ,2009。
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