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研究生:黃于珊
研究生(外文):Yu-Shan Huang
論文名稱:服務失誤後服務補救之因素探討
論文名稱(外文):A Study on the Factors Affecting Service Recovery After Service Failure
指導教授:廖鴻圖廖鴻圖引用關係
學位類別:碩士
校院名稱:世新大學
系所名稱:資訊管理學研究所(含碩專班)
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:78
中文關鍵詞:售後服務服務失誤服務補救
外文關鍵詞:After-Sales ServiceService FailureService Recovery
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:1
由於網路的盛行與發達,資訊流通變得快速與公開,許多電子或新聞媒體也會利用消費者的使用經驗,創造話題,所以企業所要面臨的挑戰不再是以往單純的「競爭對手」或是「通路」的安排,更包含了消費者彼此間經驗分享(口碑相傳)甚至是真實或是創造出來的「輿論」力量。企業與消費者間的任何互動,都有可能成為話題,這提醒著企業必頇重視「售後服務」,藉由良好的服務提供,讓客戶感受到企業的用心經營,維護甚至提升商譽。

從PZB (Parasuraman, Zeithaml 和 Berry) 觀念性服務品質模式中發現造成服務品質不佳的原因主要來自企業與消費者的認知差距所造成的五個缺口,由於服務品質的好壞應由消費者的感受做為判斷的依據,為了能更進一步了解消費者的需求與期待,本研究以PZB觀念性服務品質模式為理論架構,針對個案公司所發生的實際服務失誤案例,對於有相關經驗之消費者發出問卷調查,以期了解消費者對於企業所提供的解決方案是否感到滿意,換句話說,企業所提供的解決方案是否符合消費者的期待或是滿意的程度。
Technology flies, internet nowadays become the most important method to transmit information. People share opinions to friends and relatives on internet, sometimes even report to media to catch people’s eyes. As the result, business environment is no longer as simple as before. Besides to compete selling strategies with competitors or to enhance channel marketing promotions, the enterprise should also be aware of “public opinion”. By providing better after-sales service can consolidate business reputation and prevent sensationalization topic.

Service quality evaluation should base on customer experience. According to Parasuraman, Zeithaml and Berry(1985)“A Conceptual Model of Service Quality and Its Implications for Future Research”, if gaps are found between customer and the enterprise, it will cause unsatisfied service quality. In order to improve service level, questionnaire was designed focus on the perceived justice base on existing service failure case.

This thesis shows that the enterprise should look into service failure and provide recovery plans since a lot of studies indicate a good service recovery can double the satisfaction.
摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究範圍 2
1.4 論文架構 2
第二章 文獻探討 4
2.1 服務失誤對服務補救之影響 4
2.2 服務失誤後,服務補救對顧客行為意圖之影響 6
2.3 服務失誤後,服務補救之有效性 10
2.4 小結 12
第三章 相關理論與技術介紹 14
3.1 服務的定義、特性與類型 14
3.1.1 服務的定義 14
3.1.2 服務的特性 15
3.1.3 服務的類型 16
3.2 服務失誤的定義與分類 16
3.2.1 服務失誤的定義 16
3.2.2 服務失誤的分類 16
3.3 服務補救的定義、架構、分類與策略 18
3.3.1 服務補救的定義 18
3.3.2 服務補救的架構 19
3.3.3 服務補救的分類 20
3.3.4 服務補救策略 21
3.4 服務品質與PZB 觀念性服務品質模式 22
3.4.1 服務品質的定義 22
3.4.2 PZB 觀念性服務品質模式 24
3.5 知覺公平 28
第四章 研究方法 31
4.1 研究架構 31
4.2 研究假設 31
4.3 問卷設計 33
4.4 問卷施測對象與抽樣方式 34
4.5 資料分析方法 35
第五章 實證分析 37
5.1 母體敘述性統計分析 37
5.2 構面因素萃取分析 41
5.2.1 效度分析 41
5.2.2 內部一致性分析 42
5.3 信度分析 44
5.4 基本資料與各構面分析 47
5.4.1 性別與各構面顯著性分析 47
5.4.2 婚姻與各構面顯著性分析 48
5.5 知覺公平對補救後滿意度及再購意願的影響 52
5.6 小結 54
第六章 結論與未來研究 57
6.1 結論 57
6.2 未來研究 59
參考文獻 61
附錄:研究問卷 68
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