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研究生:廖雅薇
研究生(外文):Liao,Ya Wei
論文名稱:罪惡感不再是種罪惡:罪惡感對於服務補救矛盾之影響
論文名稱(外文):Guilty, Not Anymore As a Sin:The Effect of Guilt on Service Recovery Paradox
指導教授:莊世杰莊世杰引用關係
指導教授(外文):Chuang,Shih Chieh
口試委員:龔昶元鄭尹惠沈宗奇
口試委員(外文):Gong,Chang YuanJheng,Yi HueiShen, Zong Chi
口試日期:2011/5/31
學位類別:碩士
校院名稱:國立中正大學
系所名稱: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:2011
畢業學年度:99
語文別:英文
論文頁數:62
中文關鍵詞:服務失誤服務補救服務補救矛盾罪惡感他人失誤
外文關鍵詞:service failureservice recoveryservice recovery paradoxguiltother-customer failure
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Researches of SRP (Service Recovery Paradox) effect indicated that customer satisfaction after recovery will be rated higher than prior to service failure. However, there has thus far little research on the cause of this phenomenon. Therefore, our research explores how the effect of emotion “guilt” on the consumption context. Results of the experiments demonstrated that customer received excellent with unanticipated service will elicit the feel of “guilt”. In attempt to alleviate the suffering of guilt, customer will project their feeling onto the evaluation of firm and appraise higher score on satisfaction. Doing so, customer will feel much relief to reciprocate the kindness of firm; on the other hand, the firm thereby wins over the customer’s heart. To conclude, through the emotion “guilt”, it bridges the relationship between customer and firm successfully.
ABSTRACT I
I. INTRODUCTION 1
II. LITERATURE REVIEW 4
2.1 SERVICE FAILURE 4
2.2 SERVICE RECOVERY 5
2.3 SERVICE RECOVERY PARADOX 7
2.4 GUILT 10
2.5 OTHER-CUSTOMER FAILURE 12
2.6 SERVICE FAILURE TYPES AND SERVICE RECOVERY ATTRIBUTES 14
2.6.1 Service Failure Types 14
2.6.2 Service Recovery Attributes 15
2.6.3 Mental accounting theory 15
III. RESEARCH METHOD AND RESULTS 18
3.1 STUDY 1 19
3.1.1 Participants, Design and Procedure 19
3.1.2 Dependable Measures 21
3.1.3 Study1 Results 21
3.1.4 Discussion 22
3.2 STUDY 2 23
3.2.1 Participants, Design and Procedure 23
3.2.3 Study 2 Results 25
3.2.4 Discussion 26
3.3 STUDY 3 27
3.3.1 Participants, Design and Procedure 27
3.3.2 Study 3 Results 29
3.3.3 Discussion 31
IV. DISCUSSION AND CONCLUSION 32
4.1 GENERAL DISCUSSION 32
4.2 MANAGERIAL IMPLICATIONS 36
4.3 LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH 38
V. REFERENCE 39
VI. APPENDIX 45
Study 1- Scenario 1 45
Study 1- Scenario 2 46
Study 1- Scenario 3 47
Study 1- Scenario 4 48
Study 2- Scenario 1 49
Study 2- Scenario 2 50
Study 2- Scenario 3 51
Study 2- Scenario 4 52
Study 2- Scenario 5 53
Study 2- Scenario 6 54
Study 3- Scenario 1 55
Study 3- Scenario 2 56
Study 3- Scenario 3 57
Study 3- Scenario 4 58
Study 3- Scenario 5 59
Study 3- Scenario 6 60
Study 3- Scenario 7 61
Study 3- Scenario 8 62

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