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研究生:李念真
研究生(外文):Lee, Nien-Chen
論文名稱:外部歸因對服務補救滿意度之影響探討─以智慧型手機為例
論文名稱(外文):The Impact of External Attribution on Satisfaction of Service Recovery-Taking Smartphone as an Example
指導教授:朱志忠朱志忠引用關係
指導教授(外文):Chu, Chih-Chung
口試委員:朱志忠羅新興李維鈞
口試委員(外文):Chu, Chih-ChungLo, Hsin-HsingLee, Wei-Chun
口試日期:2020-06-22
學位類別:碩士
校院名稱:龍華科技大學
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:2020
畢業學年度:108
語文別:中文
論文頁數:52
中文關鍵詞:外部歸因服務補救品質服務補救滿意度忠誠度
外文關鍵詞:External attribution theoryservice recovery qualityService Recovery Satisfactionloyalty
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隨者科技的進步,智慧型手機也日益普及,使業者之間的競爭越是激烈,因此顧客對於手機產品以及服務品質的要求也愈來愈高。當企業發生失誤時,服務補救已變成備受重視的議題。本研究認為每位顧客都有自己的觀點,顧客會累積過去的消費經驗,來判定此失誤的接受程度,好的補救措施往往都可以挽回業者一時疏忽,所造成的錯誤。
本研究以紙本問卷做調查,在北部某科技大學發放紙本問卷,共發放353份問卷,回收328份,無效問卷25份,有效回收率92.9 %。經資料分析結果獲得以下發現:
1.顧客之外部歸因對服務補救滿意度具有正向影響
2.服務補救品質對服務補救滿意度具有正向影響
3.服務補救滿意度對忠誠度具有正向影響
4.服務補救滿意度對外部歸因與忠誠度之間為完全中介
5.服務補救滿意度對服務補救品質與忠誠度之間為完全中介
並根據分析結果提出建議,也提供後續研究及實務應用參考。

With the progress of science and technology, smart phones are becoming more and more popular, which makes the competition among the manufacturers more and more fierce. Therefore, customers' requirements for mobile phone products and service quality are also higher and higher. When enterprises make mistakes, service recovery has become an important issue. This study believes that every customer has his own point of view, customers will accumulate the past consumption experience to judge the acceptance of this mistake, and good remedial measures can often save the mistakes caused by the negligence of the manufacturer.
In this study, a paper-based questionnaire was distributed to a University of science and technology in northern China. A total of 353 questionnaires were distributed, 328 were returned, and 25 were invalid. The effective recovery rate was 92.9 %. According to the data analysis, the following findings were obtained:
1. Customer's external attribution has a positive impact on service recovery satisfaction.
2. Service recovery quality has a positive impact on service recovery satisfaction.
3. Service recovery satisfaction has a positive impact on loyalty.
4. Service recovery satisfaction is a complete intermediary between external attribution and loyalty.
5. Service recovery satisfaction is a complete intermediary between service recovery quality and loyalty.
According to the results of the analysis, some suggestions are put forward, and the reference for the follow-up research and practical application is also provided.

摘要i
ABSTRACT ii
致謝iii
目錄iv
表目錄vii
圖目錄viii
1. 緒論1
1.1 研究背景1
1.2 研究動機2
1.3 研究目的2
1.4 研究流程3
2. 文獻探討4
2.1 智慧型手機4
2.1.1 智慧型手機之定義4
2.2 服務失誤5
2.2.1 服務失誤之定義5
2.2.2 服務失誤的內涵6
2.2.3 服務失誤相關研究7
2.3 服務補救7
2.3.1 服務補救之定義7
2.3.2 服務補救之影響及重要性9
2.3.3 服務補救方法10
2.3.4 服務補救成效11
2.4 歸因13
2.4.1 歸因定義13
2.4.2 歸因的發展14
2.4.3 歸因的內涵16
2.4.4 歸因相關研究17
2.5 服務補救品質17
2.5.1 服務補救品質定義17
2.5.2 服務補救品質重要性18
2.5.3 服務補救品質內涵19
2.5.4 服務補救品質的相關研究19
2.6 服務補救滿意度20
2.6.1 服務補救滿意度之定義20
2.6.2 服務補救滿意度之內涵21
2.6.3 服務補救滿意度的相關研究21
2.7 忠誠度22
2.7.1 忠誠度之定義22
2.7.2 忠誠度內涵23
2.7.3 忠誠度之相關研究24
3. 研究方法與設計25
3.1 研究架構25
3.2 研究假設25
3.3 衡量工具26
3.3.1 外部歸因量表26
3.3.2 服務補救品質量表27
3.3.3 服務補救滿意度量表 27
3.3.4 忠誠度量表 28
3.4 研究對象 28
3.5 資料分析 28
4. 研究分析與結果 30
4.1 樣本資料敘述性統計分析30
4.2 信度與效度分析31
4.3 差異分析33
4.3.1 不同性別對各變項之差異分析33
4.3.2 不同年齡對各變項之差異分析34
4.3.3 不同可支配所得對各變項之差異分析34
4.3.4 不同手機品牌對各變項之差異分析35
4.4 相關分析37
4.5 迴歸分析37
4.5.1 外部歸因對服務補救滿意度之影響38
4.5.2 服務補救品質對服務補救滿意度之影響38
4.5.3 服務補救滿意度對忠誠度之影響39
4.5.4 中介效果驗證39
5. 結論41
5.1 研究結論41
5.2 研究建議42
5.3 研究限制42
5.4 後續研究建議43
參考文獻44
附錄50

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