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研究生:辛孟哲
研究生(外文):Meng-Je Sin
論文名稱:關係規範對情緒賽局之影響—服務失誤類型與服務保證的探討
論文名稱(外文):The Impact of Relationship Norms on Gaming Emotion- Investigation on Service Failure Types and Service Guarantee
指導教授:蔡佳靜蔡佳靜引用關係
指導教授(外文):Chia-Ching Tsai
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
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:2013
畢業學年度:101
語文別:中文
論文頁數:95
中文關鍵詞:服務保證關係規範服務失誤情緒賽局
外文關鍵詞:Service GuaranteeGaming EmotionService FailureRelationship Norms
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本研究主要在探討服務失誤時,顧客的情緒賽局現象。實驗一探討關係規範(共有型/交易型/控制組)與服務失誤類型(結果型失誤/過程型失誤)對顧客策略性情緒表達的影響,而實驗二則探討關係規範(共有型/交易型/控制組)與服務保證(完全保證/特定保證)對顧客策略性情緒表達的影響。兩實驗皆為2x3的因子設計。實驗一研究結果發現,服務失誤類型會顯著影響受測者的策略性情緒表達,亦結果型失誤會使受測者的生氣降低程度顯著高於過程型失誤。關係規範亦會顯著影響受測者的策略性情緒表達,亦共有型關係規範的生氣降低程度邊際顯著大於控制組,且交易型關係規範的生氣降低程度亦顯著大於控制組。並且,服務失誤類型與關係規範對顧客的策略性情緒表達有邊際顯著的交互作用。在過程型服務失誤下,生氣降低程度平均數由大至小,依序為交易型關係規範、共有型關係規範和控制組,其中交易型關係規範的生氣降低程度顯著大於共有型關係規範與控制組,但共有型關係規範與控制組兩者無顯著性差異。在結果型服務失誤下,僅共有型關係規範的生氣降低程度邊際顯著大於控制組。實驗二研究結果發現,在結果型失誤下,關係規範亦會顯著影響受測者的策略性情緒表達,亦即共有型關係規範之生氣降低程度顯著大於控制組,但與交易型關係規範無顯著差異。服務保證會顯著影響受測者的策略性情緒表達,亦即完全保證之生氣降低程度顯著大於特定保證。此外,服務保證與關係規範對顧客的策略性情緒表達有顯著的交互作用。在完全保證下,僅共有型關係之生氣降低程度顯著大於控制組,交易型關係不論與共有型關係或控制組間皆無顯著差異。並且在特定保證下,共有型、交易型和控制組兩兩間皆無顯著差異。
This study uses a 2x3 factorial design to investigate the customer gaming emotional in service failure. Experiment 1 investigates the impact of relationship norms(communal / exchange / control group)and service failure type(outcome failure / process failure)on strategic emotional expression in service failure. Experiment 2 investigates the impact of relationship norms(communal / exchange / control group)and service guarantee type(unconditional guarantee / specific guarantee) on strategic emotional expression in service failure. The findings of experiment 1 indicate outcome failure reduces levels of customers’ anger significantly more than process failure. Communal relationship decrease levels of customers’ anger marginally significantly more than control group, and exchange relationship decrease levels of customers’ anger significantly more than control group. Besides, there is marginally significant interaction between relationship norms and service failures type on customers’ strategic emotional expression. The mean of levels of decreasing anger from maximum to minimum in sequence are exchange relationship norm、communal relationship norm and control group in process failure. However there is no significant interaction between communal relationship norm and control group. Only communal relationship decrease levels of customers’ anger marginally significantly more than control group in process failure. The findings of experiment 2 indicate communal relationship decrease levels of customers’ anger marginally significantly more than control group, and exchange relationship decrease levels of customers’ anger significantly more than control group in outcome failure. Furthermore, unconditional guarantee decrease levels of customers’ anger marginally significantly more than specific guarantee. Besides, there is marginally significant interaction between service guarantee and relationship norms type on customers’ strategic emotional expression. Communal relationship decrease levels of customers’ anger marginally significantly more than control group in unconditional guarantee. Nevertheless there is not significant deference between communal relationship and exchange relationship and control group in specific guarantee.
一、 緒論 - 1 -
1.1 研究背景與動機 - 1 -
1.2 研究目的 - 3 -
1.3 研究流程 - 4 -
二、 文獻探討 - 5 -
2.1 情緒賽局 - 5 -
2.1.1 情緒的定義 - 5 -
2.1.2 情緒賽局的定義 - 5 -
2.1.3 情緒賽局的相關研究 - 5 -
2.2 服務接觸 - 7 -
2.2.1 服務接觸的定義 - 7 -
2.2.2 服務接觸之相關理論 - 7 -
2.3 服務失誤 - 11 -
2.3.1 服務失誤的定義 - 11 -
2.3.2 服務失誤的影響 - 11 -
2.3.3 服務失誤的來源 - 12 -
2.3.4 服務失誤的類型 - 12 -
2.4 服務補救 - 14 -
2.4.1 服務補救的定義 - 14 -
2.4.2 服務補救的重要性 - 14 -
2.4.3 服務補救的分類 - 14 -
2.5 關係規範 - 18 -
2.5.1 關係規範的定義 - 18 -
2.5.2 關係規範的應用 - 18 -
2.6 服務保證 - 21 -
2.6.1 服務保證的定義 - 21 -
2.6.2 服務保證的重要性 - 21 -
2.6.3 服務保證的類型 - 22 -
2.7 研究架構 - 24 -
三、 研究方法 - 25 -
3.1 研究設計 - 25 -
3.1.1 實驗設計 - 25 -
3.1.2 研究對象 - 26 -
3.1.3 問卷回收 - 26 -
3.2 變數操弄與實驗題材 - 28 -
3.2.1 實驗一 - 28 -
3.2.2 實驗二 - 30 -
3.3 測量 - 33 -
四、 實驗一研究結果 - 34 -
4.1 信度 - 34 -
4.2 操弄測試 - 34 -
4.2.1 不合理程度操弄測試 - 34 -
4.2.2 服務失誤類型操弄測試 - 35 -
4.2.3 關係規範操弄測試 - 36 -
4.3 服務失誤類型與關係規範對策略性情緒表達之影響 - 37 -
4.3.1 各組策略性情緒表達平均數 - 37 -
4.3.2 變異數分析結果 - 38 -
4.3.3 關係規範的事後檢定結果 - 39 -
4.3.4 交互作用分析 - 40 -
4.4 小結 - 41 -
五、 實驗二研究結果 - 43 -
5.1 信度 - 43 -
5.2 操弄測試 - 43 -
5.2.1 不合理程度操弄測試 - 43 -
5.2.2 關係規範操弄測試 - 44 -
5.3 服務保證與關係規範對策略性情緒表達之影響 - 45 -
5.3.1 各組策略性情緒表達平均數 - 45 -
5.3.2 變異數分析結果 - 46 -
5.3.3 關係規範的事後檢定結果 - 47 -
5.3.4 交互作用分析 - 48 -
5.4 小結 - 49 -
六、 結論與建議 - 51 -
6.1 結論 - 51 -
6.2 研究建議 - 53 -
6.2.1 實務建議 - 53 -
6.2.2 研究限制 - 54 -
6.2.3 後續研究建議 - 54 -
參考文獻 - 55 -
中文文獻 - 55 -
英文文獻 - 56 -
附錄 - 63 -
附錄一:實驗一(1)組問卷 - 63 -
附錄二:實驗一(2)組問卷 - 66 -
附錄三:實驗一(3)組問卷 - 68 -
附錄四:實驗一(4)組問卷 - 70 -
附錄五:實驗一(5)組問卷 - 72 -
附錄六:實驗一(6)組問卷 - 74 -
附錄七:實驗二(1)組問卷 - 76 -
附錄八:實驗二(2)組問卷 - 78 -
附錄九:實驗二(3)組問卷 - 80 -
附錄十:實驗二(4)組問卷 - 82 -
附錄十一:實驗二(5)組問卷 - 84 -
附錄十二:實驗二(6)組問卷 - 86 -
中文文獻
1.王琬羚, 2007,“情緒扮演的角色及面子考量對衝突管理的影響”,朝陽科技大學應用外語研究所碩士論文。
2.白儀霜,2012,“服務接觸的情緒賽局探討─服務提供者外表吸引力與其他顧客之影響”,國立雲林科技大學企業管理研究所碩士論文。
3.林美君 ,2010,“知覺風險下的情緒賽局-展望理論觀點”,國立雲林科技大學企業管理研究所碩士論文。
4.鄭于琦,2012,“有關係就沒關係?─服務失誤下的負面回應、背叛、公平與補救滿意”,國立雲林科技大學企業管理研究所碩士論文。
5.鄭紹成,王雪瀞,黃琪雯 ,2007,“服務保證、企業形象與失誤後服務補救滿意度關係之研究-以餐飲業與飯店業為例”,觀光研究學報 ,第13 卷,第1 期,第73-100 頁。

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