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研究生:陳怡銘
研究生(外文):Yi-ming Chen
論文名稱:服務失誤、服務補救及補救反應時間對顧客滿意度及忠誠度影響之研究—以某資訊服務業為例
論文名稱(外文):The Impact of Service Failure, Service Recovery and Remedial Reaction Time on Customer Satisfaction and Loyalty – Evidence from an Information Services Company
指導教授:傅振瑞傅振瑞引用關係
指導教授(外文):Fred fu
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:資訊管理系碩士在職專班
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:2012
畢業學年度:100
語文別:中文
論文頁數:68
中文關鍵詞:服務失誤服務補救反應時間顧客滿意度顧客忠誠度
外文關鍵詞:service failureService RecoveryReaction TimeCustomer SatisfactionCustomer Loyalty
相關次數:
  • 被引用被引用:12
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  • 評分評分:
  • 下載下載:421
  • 收藏至我的研究室書目清單書目收藏:4
過去對於服務失誤的相關研究比較著重在B 2 C (Business to Customer),對於B 2 B (Business to Business)服務失誤研究資料比較缺乏,然而在面臨服務失誤無法避免的情況下,B 2 B 的服務補救是否能有效提高客戶滿意度及忠誠度為本研究的重點。
資訊服務業發展,對於服務品質與顧客滿意間的關係,一直是產業界所關注的焦點,然而資訊服務業的疏失類型、服務補救方式及反應時間對顧客滿意度和忠誠度所造成影響之研究並不多見。本研究是由服務疏失類型、服務補救構面、反應時間來探討與顧客滿意度和忠誠度之因果。並透過分析探討「服務失誤類型」及「服務補救屬性」與「顧客滿意度」及「顧客忠誠度」之間的關係,以瞭解「服務補救措施」的有效性。及補救後的「顧客滿意度」與「顧客忠誠度」之間的關係。本研究是以某資訊服務業客戶為調查對象,發放問卷進行分析得出以下結論:
1. 不同服務失誤類型在服務補救屬性上的偏好有明顯差異。
2. 「服務失誤」透過對應的「服務補救屬性」,對「顧客滿意度」有明顯影響。
3. 「反應時間」與「顧客滿意度」有正相關。
4. 「顧客滿意度」與「顧客忠誠度」有正相關。
Researches about service failure in the past would put more emphasis on B 2 C (Business to Customer) relationship. In the opposite, those B 2 B (Business to Business) relationship research resources are rather insufficient. However, service failure cannot be avoided. Therefore, whether service recovery can enhance customer satisfaction and loyalty efficiently in B 2 B relation would be the main point in this report.
With the development of information service industry, the relation between service quality and customer satisfaction is focused by people all the time. Nevertheless, the researches about how service failure, service recovery and reaction time would influence customer satisfaction and loyalty in information service industry are very rare. Thus, this paper approaches the cause and effect of customer satisfaction and loyalty from analyzing service failure types, service recovery dimensions and reaction time. Through the analyses of the issues, people can understand the effectiveness of service recovery measures and the relation between customer satisfaction and loyalty. The paper is based on the analysis of questionnaires finished by the clients of an information service company, and the conclusions are as follow:
1. Different service failure types also have different biased service recovery attributes.
2. “Service Failure” combines with corresponding “Service Recovery Attribute” would have significant impact on “Customer Satisfaction.”
3. “Reaction Time” is positively correlated with “Customer Satisfaction.”
4. “Customer Satisfaction” is positively correlated with “Customer Loyalty.”
目 錄
摘 要 i
Abstract ii
誌 謝 iv
目 錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 資訊服務業 4
第二節 服務失誤相關研究 7
第三節 服務補救相關研究 11
第四節 反應時間相關研究 17
第五節 顧客滿意度相關研究 18
第六節 顧客忠誠度相關研究 21
第三章 研究方法 24
第一節 研究架構 24
第二節 變數之操作性定義 24
第三節 研究假說 26
第四節 問卷設計 27
第五節 資料分析方法 31
第四章 研究結果 33
第一節 回收問卷樣本結構 33
第二節 不同服務失誤類型在服務補救屬性上的偏好有明顯差異 35
第三節 服務補救屬性與顧客滿意度之關係。 40
第四節 反應時間與顧客滿意度之關係。 42
第五節 顧客滿意度與顧客忠誠度之關係。 43
第五章 結論與建議 45
第一節 研究發現 45
第二節 研究結論 45
第三節 研究貢獻與意涵 47
第四節 研究限制與未來建議 48
參考文獻 50
附錄:正式問卷 57
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 125-143.
Bagozzi, R. P. (1975). Marketing as exchange. The Journal of Marketing, 32-39.
Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan management review, 32(2), 94.
Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. The Journal of Marketing, 69-82.
Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: the employee's viewpoint. The Journal of Marketing, 95-106.
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. The Journal of Marketing, 71-84.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30(1), 7-27.
Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 491-504.
Dube-Rioux, L., Schmitt, B. H., & Leclerc, F. (1989). Consumers’ reactions to waiting: when delays affect the perception of service quality. Advances in consumer research, 16(1), 59-63.
Estelami, H. (2000). Competitive and procedural determinants of delight and disappointment in consumer complaint outcomes. Journal of Service Research, 2(3), 285-300.
Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of marketing research, 337-346.
Gilly, M. C. (1987). Postcomplaint processes: from organizational response to repurchase behavior. Journal of Consumer Affairs, 21(2), 293-213.
Gilly, M. C., & Gelb, B. D. (1982). Post-purchase consumer processes and the complaining consumer. Journal of Consumer Research, 323-328.
Goodwin, C., & Ross, I. (1992). Consumer responses to service failures: influence of procedural and interactional fairness perceptions. Journal of Business Research, 25(2), 149-163.
Gronroos, C. (1988). Service quality: the six criteria of good perceived service quality. Review of business, 9(3).
Hart, C. W. L., Heskett, J. L., & Sasser, W. E. (1990). The profitable art of service recovery. Harvard Business Review, 68(4), 148-156.
Hoffman, K. D., Kelley, S. W., & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of Services Marketing, 9(2), 49-61.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior.
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73, 88-88.
Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failures and recoveries. Journal of retailing, 69(4), 429-452.
Maister, D. H. (1985). The psychology of waiting lines. The service encounter, 1, 13-23.
McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), 121-137.
McCollough, M. A., & Bharadwaj, S. G. (1992). The recovery paradox: an examination of consumer satisfaction in relation to disconfirmation, service quality, and attribution based theories. Marketing theory and application, 65(4), 102-107.
Miller, J. L., Craighead, C. W., & Karwan, K. R. (2000). Service recovery: a framework and empirical investigation. Journal of operations Management, 18(4), 387-400.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 460-469.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of retailing, 73(3), 311-336.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual. Journal of retailing, 64(1), 12-40.
Peppers, D., Rogers, M., & Dorf, B. (1999). Is your company ready for one-to-one marketing. Harvard Business Review, 77(1), 151-160.
Reichheld, F. F., & Sasser Jr, W. E. (1990). Quality Gomes to Services. Harvard Business Review, 3(4), 106.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
Singh, J. (1988). Consumer complaint intentions and behavior: definitional and taxonomical issues. The Journal of Marketing, 93-107.
Smart, D. T., & Martin, C. L. (1992). Manufacturer responsiveness to consumer correspondence: an empirical investigation of consumer perceptions. Journal of Consumer Affairs, 26(1), 104-128.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of marketing research, 356-372.
Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service recovery: impact on satisfaction and intentions. Journal of Services Marketing, 9(1), 15-23.
Strauss, J., & Hill, D. J. (2001). Consumer complaints by exploratory investigation of corporate responses and customer reactions. Journal of Interactive Marketing, 15(1), 63-73.
Tax, S. S., & Brown, S. W. (2000). Service recovery: research insights and practices. Handbook of Services Marketing and Management, Sage, Thousand Oaks, CA, 271-286.
Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implications for relationship marketing. The Journal of Marketing, 60-76.
Taylor, S. (1994). Waiting for service: the relationship between delays and evaluations of service. The Journal of Marketing, 56-69.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of retailing, 70(2), 163-178.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of marketing Science, 21(1), 1-12.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 125-143.
Bagozzi, R. P. (1975). Marketing as exchange. The Journal of Marketing, 32-39.
Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan management review, 32(2), 94.
Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. The Journal of Marketing, 69-82.
Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: the employee's viewpoint. The Journal of Marketing, 95-106.
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. The Journal of Marketing, 71-84.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30(1), 7-27.
Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 491-504.
Dube-Rioux, L., Schmitt, B. H., & Leclerc, F. (1989). Consumers’ reactions to waiting: when delays affect the perception of service quality. Advances in consumer research, 16(1), 59-63.
Estelami, H. (2000). Competitive and procedural determinants of delight and disappointment in consumer complaint outcomes. Journal of Service Research, 2(3), 285-300.
Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of marketing research, 337-346.
Gilly, M. C. (1987). Postcomplaint processes: from organizational response to repurchase behavior. Journal of Consumer Affairs, 21(2), 293-213.
Gilly, M. C., & Gelb, B. D. (1982). Post-purchase consumer processes and the complaining consumer. Journal of Consumer Research, 323-328.
Goodwin, C., & Ross, I. (1992). Consumer responses to service failures: influence of procedural and interactional fairness perceptions. Journal of Business Research, 25(2), 149-163.
Gronroos, C. (1988). Service quality: the six criteria of good perceived service quality. Review of business, 9(3).
Hart, C. W. L., Heskett, J. L., & Sasser, W. E. (1990). The profitable art of service recovery. Harvard Business Review, 68(4), 148-156.
Hoffman, K. D., Kelley, S. W., & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of Services Marketing, 9(2), 49-61.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior.
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73, 88-88.
Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failures and recoveries. Journal of retailing, 69(4), 429-452.
Maister, D. H. (1985). The psychology of waiting lines. The service encounter, 1, 13-23.
McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), 121-137.
McCollough, M. A., & Bharadwaj, S. G. (1992). The recovery paradox: an examination of consumer satisfaction in relation to disconfirmation, service quality, and attribution based theories. Marketing theory and application, 65(4), 102-107.
Miller, J. L., Craighead, C. W., & Karwan, K. R. (2000). Service recovery: a framework and empirical investigation. Journal of operations Management, 18(4), 387-400.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 460-469.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of retailing, 73(3), 311-336.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual. Journal of retailing, 64(1), 12-40.
Peppers, D., Rogers, M., & Dorf, B. (1999). Is your company ready for one-to-one marketing. Harvard Business Review, 77(1), 151-160.
Reichheld, F. F., & Sasser Jr, W. E. (1990). Quality Gomes to Services. Harvard Business Review, 3(4), 106.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
Singh, J. (1988). Consumer complaint intentions and behavior: definitional and taxonomical issues. The Journal of Marketing, 93-107.
Smart, D. T., & Martin, C. L. (1992). Manufacturer responsiveness to consumer correspondence: an empirical investigation of consumer perceptions. Journal of Consumer Affairs, 26(1), 104-128.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of marketing research, 356-372.
Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service recovery: impact on satisfaction and intentions. Journal of Services Marketing, 9(1), 15-23.
Strauss, J., & Hill, D. J. (2001). Consumer complaints by exploratory investigation of corporate responses and customer reactions. Journal of Interactive Marketing, 15(1), 63-73.
Tax, S. S., & Brown, S. W. (2000). Service recovery: research insights and practices. Handbook of Services Marketing and Management, Sage, Thousand Oaks, CA, 271-286.
Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implications for relationship marketing. The Journal of Marketing, 60-76.
Taylor, S. (1994). Waiting for service: the relationship between delays and evaluations of service. The Journal of Marketing, 56-69.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of retailing, 70(2), 163-178.
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