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研究生:朱麗華
研究生(外文):CHU,LI-HUA
論文名稱:服務共補救是誰發起的有關係嗎?-顧客不當行為類型、外表吸引力與性別之影響
論文名稱(外文):Does the Service Co-Recovery Initiator Matter? - Investigation on the Impact of Dysfunctional Customer Behavior Types, Physical Attractiveness and Sex
指導教授:蔡佳靜蔡佳靜引用關係
指導教授(外文):TSAI,CHIA-CHING
口試委員:伍家德方妙玲
口試委員(外文):WU, GU-JIA DEFANG, MIAO-LING
口試日期:2017-05-19
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
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:111
中文關鍵詞:顧客不當行為服務共創服務失誤服務共補救外表吸引力
外文關鍵詞:Dysfunctional Customer BehaviorService Co-CreationService FailureService Co-RecoveryPhysical Attractiveness
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本研究共進行兩個實驗,皆採因子設計。實驗一在探討顧客不當行為類型(無心/蓄意)與共補救發起人(控制組/員工主動發起/顧客主動發起)對知覺公平與補救滿意度之影響。實驗二則針對員工發起共補救做進一步探討,主要在探討共補救發起人外表吸引力(高度外表吸引力/適度外表吸引力)對補救滿意度之影響,並加入性別異同的變項進行探討。實驗一結果如下:(1)無心顧客不當行為的知覺公平顯著高於蓄意的顧客不當行為。(2)無心顧客不當行為的補救滿意度顯著高於蓄意的顧客不當行為。(3)員工主動發起共補救之知覺公平顯著高於控制組與顧客主動發起共補救,且顧客主動發起共補救之知覺公平顯著高於控制組。(4)無心顧客不當行為的分配公平、程序公平與互動公平皆顯著高於蓄意顧客不當行為。(5)員工主動發起共補救與顧客主動發起共補救之分配公平皆顯著高於控制組,但員工主動發起共補救之分配公平未顯著高於顧客主動發起共補救。(6)員工主動發起共補救之程序公平與互動公平顯著高於顧客主動發起與控制組,且顧客主動發起共補救之程序公平與互動公平顯著高於控制組。(7)顧客不當行為類型與共補救發起人對分配公平有顯著的交互作用,在無心顧客不當行為的情況下,員工主動發起共補救顯著高於控制組,但與顧客主動發起無顯著差異;在蓄意顧客不當行為的情況下,員工主動發起共補救顯著高於顧客主動發起與控制組,且顧客主動發起高於控制組。(8)顧客不當行為類型與共補救發起人對程序公平與互動公平無顯著的交互作用。實驗二結果如下:(1)顧客面對高度外表吸引力的共補救發起人之補救滿意度會顯著高於適度外表吸引力組。(2)共補救發起人外表吸引力與性別異同對補救滿意度有顯著的交互作用。在異性別的情況下,高度外表吸引力的共補救發起人之補救滿意度會顯著高於適度外表吸引力;在同性別的情況下,高度外表吸引力與適度外表吸引力對於補救滿意度無顯著差異。
Two studies using factorial design were included in the current research.Study 1 investigates the impact of types of dysfunctional customer behavior (accidental /intentional) and co-recovery initiators (Control group / employee-initiated co-recover / customer-initiated co-recovery) on perceived justice and recovery satisfaction. Study 2 mainly to explore the physical attractiveness of Co-Recovery initiator (highly attractive / moderately attractive) effects on Satisfaction with the recovery, and to add sex variants to explore. The results of study 1 are as follows: (1) The perceived justice of accidental dysfunctional customer behavior causes significantly higher than intentional one. (2) The recovery satisfaction of accidental dysfunctional customer behavior causes significantly higher than intentional one. (3) The perceived justice from Co-Recovery of employees taking initiatives causes significantly higher than control group and Co-Recovery of customers taking initiatives, even that from Co-Recovery of customers taking initiatives is significantly higher than control group. (4) The distributive justice, procedural justice and interactional justice of accidental dysfunctional customer behavior cause significantly higher than intentional one.(5) The distributive justice from Co-Recovery of employees taking initiatives and Co-Recovery of customers taking initiatives cause significantly higher than control group, but employees taking initiatives didn’t have significant than customers taking initiatives. (6) The procedural justice and interactional justice from Co-Recovery of employees taking initiatives cause significantly higher than Co-Recovery of customers taking initiatives and control group, and customers taking initiatives causes significantly higher than control group. (7)Types of dysfunctional customer behavior and Co-Recovery initiators on distributive justice have significant interaction.When accidental dysfunctional customer behavior employees taking initiatives causes significantly higher than control group, but customers taking initiatives have no significant effect. When intentional dysfunctional customer behavior employees taking initiatives causes significantly higher than control group and customers taking initiatives, even that from customers taking initiatives is significantly higher than control group. (8) Types of dysfunctional customer behavior and Co-Recovery initiators on procedural justice and interactional justice didn’t have significant interaction. The results of study 2 are as follows: (1) The highly attractive of Co-Recovery initiator on satisfaction with the recovery is significantly more than the moderately attractive. (2) Physical attractiveness of Co-Recovery initiator and sex differences on satisfaction with the recovery have significant interaction, highly attractive of Co-Recovery initiator on satisfaction with the recovery is significantly more than moderately attractive when difference sex, highly attractive and moderately attractive of Co-Recovery initiator on satisfaction with the recovery have no significant effect when same sex.
摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
第一章 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
第二章 文獻探討 6
2.1 服務接觸(Service encounter) 6
2.1.1服務接觸的定義及概念 6
2.1.2 服務接觸之相關理論 6
2.2 顧客不當行為(Dysfunctional Customer Behavior) 9
2.2.1顧客不當行為的定義與分類 9
2.2.2 顧客不當行為的影響 9
2.3 服務共創(Service Co-Creation) 11
2.3.1 服務共創的定義 11
2.3.2 服務共創相關研究 11
2.4 服務失誤(Service Failure) 13
2.4.1 服務失誤的定義 13
2.4.2 服務失誤的類型 14
2.4.3 服務失誤的影響 17
2.5 服務補救(Service Recovery)與服務共補救(Service Co-Recovery) 18
2.5.1 服務補救與服務共補救之定義 18
2.5.2 服務補救的架構 18
2.5.3 服務補救與服務共補救之重要性 20
2.5.4 服務補救與服務共補救的類型 21
2.6 外表吸引力(Physical Attractiveness) 23
2.6.1外表吸引力的定義 23
2.6.2 外表吸引力程度 24
2.6.3 外表吸引力的相關研究與重要性 24
2.7 性別異同(Sex Difference) 26
2.7.1 性別的定義 26
2.7.2 性別對外表吸引力的影響 26
第三章 研究方法 28
3.1 研究架構 28
3.2 研究設計 29
3.2.1 實驗法 29
3.2.2 研究對象 29
3.2.3 實驗設計 29
3.2.4 實驗的執行 30
3.3變數操弄方式、實驗題材與量表設計 34
3.3.1 變數操弄方式 34
3.3.2 實驗題材 35
3.3.3 量表設計 38
3.4 問卷回收 40
第四章 實驗一之研究結果 41
4.1 信度.. 41
4.2 操弄測試 42
4.3 顧客不當行為類型與共補救發起人對知覺公平之影響 43
4.3.1 顧客不當行為類型與共補救發起人對知覺公平之多變量變異數分析 43
4.3.2 各組之知覺公平 43
4.3.3 Scheffe檢定-知覺公平 45
4.4 顧客不當行為類型與共補救發起人對知覺公平的三構面之影響 45
4.4.1 顧客不當行為類型與共補救發起人對知覺公平的三構面之變異數分析 45
4.4.2 顧客不當行為類型與共補救發起人對知覺公平的三構面之平均數 46
4.5 顧客不當行為類型與共補救發起人對補救滿意度之影響 51
4.5.1 顧客不當行為類型與共補救發起人對補救滿意度之多變量變異數分析 51
4.5.2 各組之補救滿意度 51
4.6 知覺公平對補救滿意度之影響 53
4.6.1 知覺公平對補救滿意度之迴歸分析 53
4.7 補救滿意度對再購意願之影響 54
4.7.1 補救滿意度對再購意願之迴歸分析 54
4.8小結 55
第五章 實驗二之研究結果 56
5.1 信度 56
5.2 操弄測試 56
5.3 共補救發起人外表吸引力與性別異同對補救滿意度之影響 57
5.3.1 共補救發起人外表吸引力與性別異同對補救滿意度之變異數分析 57
5.3.2 各組之補救滿意度 57
5.3.3 單純主要效果檢定 59
5.4 小結 60
第六章 結論與建議 61
6.1 結論 61
6.1.1 實驗一 61
6.1.2 實驗二 62
6.2 建議 63
6.2.1 實務建議 63
6.2.2 研究限制與後續研究建議 64
參考文獻 65
【附錄】 75
附錄A-1 實驗一 前測問卷 (無心顧客不當行為類型) 75
附錄A-2 實驗一 前測問卷 (蓄意顧客不當行為類型) 77
附錄A-3 實驗一 正式問卷 (無心/控制組) 79
附錄A-4 實驗一 正式問卷 (無心/員工主動發起) 81
附錄A-5 實驗一 正式問卷 (無心/顧客主動發起) 83
附錄A-6 實驗一 正式問卷 (蓄意/控制組) 85
附錄A-7 實驗一 正式問卷 (蓄意/員工主動發起) 87
附錄A-8 實驗一 正式問卷 (蓄意/顧客主動發起) 89
附錄B-1 實驗二 前測問卷 (共補救發起人外表吸引力) 91
附錄B-2 實驗二 正式問卷 (高度外表吸引力) 98
附錄B-3 實驗二 正式問卷 (適度外表吸引力) 100


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