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研究生:蔡明叡
研究生(外文):TSAI,MING-JUI
論文名稱:服務失誤對顧客的知覺公平、信任與購買意願探索性研究 以韓國三星Note7為例
論文名稱(外文):Explorative Research of the Relationship between Service Failure on Customer’s perceived Equality, trust and Purchase Intention: The Case of the SAMSUNG Note 7
指導教授:吳岱儒吳岱儒引用關係
指導教授(外文):WU,TAI-JU
口試委員:何晉滄朱國明吳岱儒
口試委員(外文):HO,CHIN-TSANGKUO,MING-CHUWU,TAI-JU
口試日期:2017-06-13
學位類別:碩士
校院名稱:正修科技大學
系所名稱:經營管理研究所
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:2017
畢業學年度:105
語文別:中文
論文頁數:100
中文關鍵詞:服務失誤服務補救信任購買意願知覺公平
外文關鍵詞:Service FailureRemedy InitiativesTrustRepurchase IntentionPerceived Equity
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本研究目的主旨,探討消費者在購買韓國知名大廠三星年度旗艦機Note7,該產品的服務失誤,及該產品在全球熱銷後,相繼在多國發生電池爆炸的個案事件,品牌官方亦在媒體發表道歉並公布全面性回收及全額退款。
在補救措施後對知覺公平影響因素,並進一步探索顧客後續的再購意願,而信任傾向扮演著調節變數。此研究以質性及量化為此研究方法,並以問卷作為測量工具。本研究共發放出210份問卷,其中扣除無效問卷為3份,總計回收200份有效問卷,有效回收率為95%。發放對象以台灣手機代理商神腦國際企業股份有限公司,及通訊行的Note7會員客戶為主要,有效提高可信度。
本研究實證結果顯示,顧客面對三星的服務失誤與失誤歸因時,三星的補救措施,顯著正向影響顧客的整體知覺公平(分配/互動/程序公平)。其中影響顧客知覺公平之前置因素中,又以三星對顧客補救措施為「補償」,對整體知覺公平的效果最高。而顧客對企業補救後所產生的知覺公平,亦正向顯著影響顧客對品牌信任與再購意願。此研究亦可瞭解不同信任傾向之顧客,並不會調解知覺公平與信任之關係。

The purpose of this study is to explore the trust effect among the perceived equity and repurchase intention of service failure after compensating remedy for Samsung Note7 battery explosion event. 200 effect questionnaires was conducted and further 3 interview were followed to explore the remedy initiatives influence on relationship among trust, perceived equity and repurchase intention.

The result shows remedy initiatives will compensate the perceived fairness, and further positively significantly influence trust for SAMSUNG brand and repurchase intention.

目 錄

頁次
中文摘要 iii
英文摘要 iv
目錄 v

一、 緒論 1
1.1. 研究背景與動機 1
1.2. 研究目的 5
1.3. 研究流程 6
二、 文獻探討 7
2.1. 服務失誤 7
2.2. 服務補救 9
2.3. 信任 12
2.4. 信任傾向 14
2.5. 歸因理論 16
2.6. 服務補救與知覺公平的關係 19
2.7. 再購意願 22
三、 研究方法 24
3.1. 深入訪談法 25
3.2. 研究架構 26
3.3. 研究假說與推論 27
四、 研究分析與結果 42
4.1. 敘述性統計分析與相關分析 42
4.2. 信度與效度分析 52
4.3. 獨立樣本T檢定 54
4.4. 單因子變異數分析 58
4.5. 迴歸分析與假設驗證 64
4.6. 深度訪談法研究結果 68

五.結論與建議 73
5.1 研究結論 73
5.2 學術貢獻 77
5.3 品牌企業的建議 78
六.參考文獻 79
附錄(一) 訪談訪逐字稿 88
附錄(二)- 正式問卷 97

文獻整理
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