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研究生:林欣潔
研究生(外文):Lin,Shin-Jie
論文名稱:顧客不滿意過度服務補救嗎? -補救類型與知覺價格的影響
論文名稱(外文):Are Customers Dissatisfied with Over-service Recovery? - The Effects of Service Recovery Types and Perceived Price
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:林鴻銘郭素蕙
口試委員(外文):Lin, Hung-MingKuo, Su-Hui
口試日期:2020-05-29
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:2020
畢業學年度:108
語文別:中文
論文頁數:59
中文關鍵詞:過度服務服務補救補救滿意度補救類型知覺價格
外文關鍵詞:Over-serviceService RecoveryRecovery SatisfactionService Recovery TypesPerceived Price
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本研究採用實驗法,實驗一探討是否過度服務補救與服務補救類型對補救滿 意度之影響。實驗二則探討是否過度實質補救與知覺價格高低對補救滿意度之影 響。兩個實驗皆為 2x2=4 的因子設計。實驗一的研究結果發現是否過度服務補救 對補救滿意度具有顯著的影響,而服務補救類型對補救滿意度也具有顯著的影 響。另外,是否過度服務補救與補救類型對補救滿意度亦有顯著的交互作用。進 一步進行單純主效果檢定發現,當服務失誤發生時,無過度心理補救之補救滿意 度顯著高於過度心理補救之補救滿意度,但實質補救則不論是否過度服務補救皆 無顯著影響。實驗二的研究結果發現是否過度服務補救對補救滿意度具有顯著的 影響,而知覺價格高低對補救滿意度也具有顯著的影響。另外,是否過度服務補 救與知覺價格高低對補救滿意度亦有顯著的交互作用。進一步進行單純主效果檢 定發現,當服務失誤發生,企業使用實質補救,在高知覺價格的情況下,過度服 務補救之補救滿意度顯著高於無過度服務補救之補救滿意度,但在知覺價格低的 情況下,不論是否過度服務補救則無顯著的影響。
Experimental study was used in this study, the first experiment investigated the effects of whether over-service recovery and the service recovery types on the recovery satisfaction. The second experiment investigated the effects of whether excessive material recovery and perceived price on the recovery satisfaction. Both experiments were designed as a factor of 2x2=4.
The results of experiment 1 show that whether over-service recovery has a significant impact on recovery satisfaction, and the service recovery types also has a significant impact on recovery satisfaction. In addition, there was a significant interaction between the over-service recovery and the service recovery types. This study was further analysis Simple Interaction Effect and we found that when service failure happened, the recovery satisfaction without excessive psychological recovery was significantly higher than that of excessive psychological recovery, but the material recovery had no significant effect regardless of whether over-service recovery were used.
The results of experiment 2 show that whether over-service recovery has a significant effect on recovery satisfaction, and the perceived price also has a significant effect on recovery satisfaction. In addition, there was a significant interaction between the over-service recovery and the perceived price. This study was further analysis Simple Interaction Effect and we found that when service failure happened, companies use material recovery. In the case of high perceived prices, the recovery satisfaction for over-service recovery is significantly higher than that of recovery without over-service, but in the case of low perceived prices, there was no significant impact of over-service recovery whether or not.
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 2
1.3研究流程 3
第二章 文獻探討 4
2.1服務失誤 4
2.1.1服務失誤定義 4
2.1.2服務失誤類型 4
2.2過度服務 5
2.2.1過度服務定義 5
2.2.2過度服務類型 5
2.3認知公平 6
2.3.1認知公平定義 6
2.3.2認知公平的類型 6
2.4服務補救 7
2.4.1服務補救定義與類型 7
2.4.2服務補救的功能 7
2.5.1價格定義 8
2.5.2價格類型 8
2.5.3價格相關研究 8
第三章 研究方法 10
3.1 研究架構 10
3.2研究設計 12
3.3研究對象 14
3.4操弄變數與實驗題材 14
3.4.1實驗一 14
3.4.2實驗二 15
3.5量表設計 16
第四章 實驗一之研究結果 17
4.1信度 17
4.2操弄測試 17
4.3是否過度服務補救與補救類型對補救滿意度之影響 18
4.3.1各組平均數 18
4.3.2是否過度服務補救與補救類型對補救滿意之變異數分析 19
4.3.3是否過度服務補救與補救類型對補救滿意之單純主效果檢定 20
第五章 實驗二之研究結果 21
5.1信度 21
5.2操弄測試 22
5.3是否過度實質補救與知覺價格高低對補救滿意度之影響 23
5.3.1各組平均數 23
5.3.2是否過度實質補救與知覺價格高低對補救滿意之變異數分析 24
5.3.3是否過度實質補救與知覺價格高低對補救滿意之單純主效果檢定 25
第六章 結論與建議 26
6.1結論 26
6.1.1實驗一 26
6.1.2實驗二 26
6.2實質意涵與討論 27
6.3研究限制與未來研究方向 27
參考文獻 28
附錄 30
【附錄1】實驗一問卷-過度實質補救服務 30
【附錄2】實驗一問卷-無過度實質補救服務 32
【附錄3】實驗一問卷-過度心理補救服務 34
【附錄4】實驗一問卷-無過度心理補救服務 36
【附錄5】實驗二問卷-高知覺價格無過度實質補救 38
【附錄6】實驗二問卷-高知覺價格過度實質補救 41
【附錄7】實驗二問卷-低知覺價格無過度實質補救 44
【附錄8】實驗二問卷-低知覺價格過度實質補救 47

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