臺灣博碩士論文加值系統

服務失誤以及失誤補救之重要性已廣受到文獻支持，但是過去研究仍主要探
討消費者對服務補救之公平認知，以及公平認知之影響，鮮少著墨顧客在經歷失
誤後，對於失誤的未來改善預期。本研究將利用信號理論，探討前瞻性之服務補
救過程及補償，是否能有效影響顧客對業者未來改善失誤的意願及能力，進而降
低失誤後的可能帶來的負面效應。此外，考量不同個人特質，可能影響顧客對於
服務失誤補救的回應，本論文探討調節焦點，當應用於框架服務失誤中的補償訊
息，以及描述消費者個人的調節焦點特性，是否於兩者之調節焦點特性相配適時，
更能夠達到服務失誤補救成效，提升顧客對於未來服務改善的預期，進而增進未
來購買意圖，降低負面口碑。本論文採用 2 x 3 x 2 之情境實驗設計，更蒐集 488份有效樣本。統計分析結果顯示，前瞻性之服務補救過程及補償，確實能夠示意
消費者公司未來將會改善的信息，當補救過程與補償都具前瞻性時，效果最佳。
同時，當同樣金額之失誤補償應用不同調節焦點框架時，對於個人調節焦點相配
適的消費者，特別能夠正向影響其對未來改善之預期。而在消費者接收到公司未
來會致力於改善的信號時，對於回購意圖會有明顯的提升，並且同時降低其負面
口碑。

The importance of service failure and service recovery has long been well documented in the literature. However, a large body of prior research focused on perceived justice of service recovery and its effects on post-recovery responses of customers. This article applies signaling theory and tests the roles of proactive service recovery process and compensation in signaling the service provider’s motivation and ability for future service improvement. Given that responses to service recovery efforts could vary depending on individual characteristics, this study applies regulatory focus theory to frame service compensation and characterize consumers’ individual differences. In particular, this study hypothesizes an interaction effect between the regulatory focus of compensation and consumer’s chronic regulatory
focus on customers’ expectations regarding the provider’s motivation and ability for future service improvement. Using a 2 x 3 x 2 scenario experimental design, this study collected data from 488 subjects. The results provide support for the direct and interaction effects of proactive service recovery process and compensation on
signaling the provider’s motivation and ability for future improvement. Furthermore, in support of our hypotheses with respect to regulatory-focus-fitness effect, the results
show that consumers of high promotion focus respond more positively to promotion-focused compensation while consumers of high prevention focus are affected by prevention-focused compensation to a greater extent.

摘要................................................... ii
Abstract ............................................. iii
謝辭................................................... iv
第一章、介紹：背景及動機................................... 1
第二章、文獻探討.......................................... 4
1.服務補救...............................................4
2.未來改善預期........................................... 6
3.信號理論...............................................7
4.前瞻性之服務補救....................................... 10
5.調節焦點理論(Regulatory Focus Theory) ................ 12
第三章、研究架構及假設.................................... 14
1.未來改善意願及能力的預期與顧客對服務補救之回應.............. 14
2.前瞻性之補救過程與未來改善之預期.......................... 15
3.服務失誤之補償與未來改善預期............................. 17
4.補償與調節焦點理論的交互效應............................. 18
5.補償與前瞻性之補救過程的交互效應.......................... 19
第四章、研究方法......................................... 22
1.程序與設計............................................ 22
2.研究變數操作型定義及衡量................................ 23
2-1 研究變數操作型定義 .................................. 23
2-1-1 補償之訊息調節焦點................................. 23
2-1-2 前瞻性之服務補救過程............................... 24
2-2 衡量 (Measures) ................................. 25
3.前測................................................ 29
3-1 資料蒐集 .......................................... 29
3-2 操弄檢測 .......................................... 29
第五章、 結果與分析......................................32
1.描述性分析........................................... 32
2.操弄檢測............................................. 33
3.信度檢測............................................. 35
4.假設檢定............................................. 35
4-1 未來改善預期的主要效應 ................................35
4-2 前瞻性之補救過程與補償的主要效應 ....................... 36
4-3 消費者調節焦點與補償訊息焦點的交互效應 .................. 38
4-4 補償與前瞻性之補救過程的交互效應 ........................38
4-5 補償、前瞻性之補救過程與消費者調節焦點的交互效應 .......... 40
4-6 未來改善預期的中介效果 ............................... 40
第六章、結論與建議....................................... 45
1.實驗發現............................................. 45
1-1 未來改善預期的影響................................... 46
1-2 前瞻性之補救過程作為信號的影響......................... 46
1-3 補償作為信號之影響與調節焦點之配適作用 .................. 47
1-4 前瞻性之服務過程與補償交互效應下的強化效果 ............... 47
2.研究貢獻與管理意涵......................................48
2-1 研究貢獻 .......................................... 48
2-2 管理意涵 .......................................... 49
3.研究限制及未來建議..................................... 50
第七章、參考文獻..........................................51

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