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研究生:孟宜如
研究生(外文):Meng Yi Ju
論文名稱:購物服務失誤補救行動對消費者滿意度與再購意願之影響
論文名稱(外文):Shopping service failure,remedial action on consumer satisfaction and repurchase intentions
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
畢業學年度:100
語文別:中文
論文頁數:121
中文關鍵詞:知覺公平期望確認失誤嚴重性結果公平程序公平互動公平再購意願服務補救滿意度
外文關鍵詞:Perceived justiceProcedural justiceInteractional justiceExpectation ConfirmationService Failure SeverityRepurchase IntentionSatisfaction With Recovery
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隨著產業轉型、經濟體的成熟與國民所得之快速成長,服務業在產業中所佔的比重會愈來愈高。服務業的發展將是世界經濟的趨勢與潮流。隨著服務業近年來的成長,業者之間的競爭也日益激烈,公司為求發展也必須找尋能夠永續經營的模式。公司已從早期「攻擊性」策略開發新客戶轉而改採取「防禦性」的經營策略,設法讓顧客滿意及留住現有顧客,增加顧客購後的回購率與滿意度是思考指標。但在短期間如何改善顧客滿意度不一的狀況產生,與如何增加顧客滿意與建立顧客關係,並且防止顧客轉換品牌成為目前首務之急第一必須處理的問題。
本研究採實務式問項法針對公司顧客與特定群體做調查,欲了解消費者在服務失誤情況下對服務補救期望程度與認知公平的不同是否會對顧客服務補救滿意度造成影響並探討顧客服務補救後再購行為意願造成之影響。
本研究對象分三大類:第一大類為公司消費者且發生服務失誤情況之樣本,第二大類為公司網路消費者,第三大類為其他行業別且有發生或有類似經驗的消費者族群作為研究範圍,使用網路填答與紙本填答兩種方式進行,總共發出問卷600份,有效問卷為499份,經過研究分析後,有以下主要發現:
1.結果公平、互動公平、期望確認三大構面皆對服務補救滿意度有顯著影響。其中影響最大的是期望確認,其次是互動公平,再其次是結果公平
2.程序公平、失誤嚴重性二大構面對服務補救滿意度的影響不顯著。其中最不顯著為失誤嚴重性,其次是程序公平
3.服務補救滿意度與再購意願度有顯著影響
4.背景環境裡性別會影響服務補救失誤知覺公平與再購意願度。
5.背景環境裡產業別會影響服務補救失誤知覺公平與再購意願度。
The rapid growth of industrial transformation economies mature and national income,the proportion of services in the industry will become increasingly high. The development of the service sector will be with the trend of the world economy. With the service sector's growth in recent years, the competition between the industry is increasingly fierce,the company must find a sustainable model for the development.
From the early "aggressive" strategy to develop new customers turn change to take "defensive" business strategy, trying to get customer satisfaction and retain existing customers,increase customer share repurchase rate and satisfaction of thinking indicators.
But in the short term how to improve the status of customer satisfaction different,and how to increase customer satisfaction and build customer relationships,and prevent the customer to switch brands to become the first pressing task for the first must deal with.
In this study of practice-style items for corporate customers with specific groups to do the investigation,more information about the desired degree of consumers in the case of service failure,service recovery and cognitive fair customer service customer service recovery satisfaction will it impact and exploreremedy after the purchase caused by behavioral intentions.
Object of this study was divided into three categories:the first category is the corporate consumers and service failure in the sample,the second largest category of consumers for the company network,the third largest category of other industries and other consumer groups or similar experienceas the scope of the study,the use of the Internet Tianda paper Tianda two ways,a total of 600 questionnaires were issued,valid questionnaires was 499,after research and analysis,the following major findings:
1. Perceived justice , Interactional justice, Expectation Confirmation that the three dimensions are service recovery satisfaction have a significant effect.Which affect the largest Expectation Confirmation, followed by Interactional justice, and then followed Perceived justice.
2. Procedural justice, Service Failure Severity of service recovery satisfaction is not significant.One of the most remarkable for Service Failure Severity, followed by Procedural justice.
3. Service recovery satisfaction and repurchase intentions degree highly correlated.
4. Background environment of gender will affect the services to remedy the mistakes of perceived justice and repurchase intentions degree.
5. Industry background environment will affect the service to remedy mistakes, perceived justice and repurchase intentions degree.
摘  要 iii
英文摘要 iv
誌  謝 vi
目  錄 viii
表目錄 xii
圖目錄 xiv
一、 緒論 1
1.1 研究目的 1
1.2 研究動機 1
1.3 研究目的 3
1.4 研究流程 4
二、 文獻探討 5
2.1 服務失誤 5
2.1.1 服務失誤之定義 5
2.1.2 服務失誤之類型-以廠商提供服務的觀點分析 7
2.1.3 服務失誤之類型--以消費者接受服務的觀點分析 11
2.1.4 網路購物服務失誤型態 13
2.2 服務補救 16
2.2.1 服務補救之定義 16
2.2.2 服務補救的目的與影響 17
2.2.3 服務補救的措施 17
2.2.4 服務補救之類型 21
2.2.5 小結 26
2.3 知覺公平 27
2.3.1 知覺公平 27
2.3.2 知覺公平構面 27
2.3.3 小結 31
2.3.4 知覺公平應用於服務失誤與服務補救 32
2.4 服務補救期望 33
2.4.1 服務期望定義、形成及類型 33
2.4.2 服務補救期望 35
2.5 服務補救滿意度 36
2.5.1 顧客滿意度之定義 37
2.5.2 服務補救滿意度 39
2.5.3 小結 40
2.6 服務補救、認知公平與補救後滿意度的關係 41
2.6.1 認知公平與補救後滿意度的關係 42
2.7 服務失誤嚴重性 43
2.7.1 失誤嚴重性(服務失誤後) 43
2.8 再購意願 45
2.8.1 再購意願的定義 45
三、 研究方法 48
3.1 研究架構 48
3.2 研究假設 50
3.3 研究設計與方法 52
3.3.1 研究對象 52
3.3.2 問卷資料蒐集 53
3.3.3 研究變數之定義與操作化 54
3.3.4 個人資料: 54
3.3.5 失誤嚴重性 55
3.3.6 知覺的結果公平 56
3.3.7 知覺的程序公平 57
3.3.8 知覺的互動公平 58
3.3.9 顧客期望確認 59
3.3.10 顧客服務補救滿意度 60
3.3.11 再購意願 61
3.4 問卷前測 62
3.4.1 資料分析方法與工具 63
四、 資料分析與結果 65
4.1 樣本基本資料分析 65
4.1.1 樣本基本資料分析 65
4.2 問卷信度 66
4.3 研究假說之檢定 67
4.3.1 各構念對再購意願度之假說檢定 69
4.3.2 背景環境對各構念在服務補救滿意度與再購意願度影響之差異性檢定 71
4.4 研究分析結果 78
4.4.1 背景環境之研究結果 78
五、 結論與建議 80
5.1 研究結論 80
5.2 研究貢獻與意涵 82
5.2.1 學術貢獻 82
5.2.2 實務管理面 83
5.3 研究限制與未來建議 84
六、 附錄 85
參考文獻 88
英文文獻 88
中文文獻 96
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