本研究旨在建構並驗證「服務補救、認知公平與消費者再購意願關係模式」,以瞭解臺北市民運動中心消費者所感受的服務補救、認知公平與消費者再購意願間之因果關係,並釐清認知公平之中介效果。研究對象以臺北市民運動中心的消費者進行問卷調查,共獲得有效問卷315份,並以結構方程模式進行分析。研究結果顯示市民運動中心的消費者認為服務補救對於認知公平有顯著正向影響;認知公平對於再購意願亦有顯著正向影響;而研究進一步分析發現,服務補救雖然會直接影響再購意願,但是若能經由認知公平時的影響,對於再購意願則會有更明顯的提升效果,由此可知,認知公平確具中介效果。綜合本研究結果,「服務補救、認知公平與再購意願模式」整體模式適配程度良好,顯示良好的服務補救能降低甚至消除消費者負面反應,進而增加再購意願或提升公平的認知;更重要的是如何讓消費者在服務人員進行補償時,感受到公平的對待且有良好的互動,則消費者將會樂意再次消費。因此,根據實證研究結果可提供後續研究者與相關運動中心做管理決策的參考。
The purpose of this study was to investigate the relationships among service recovery, customer perceived justice, and customer repurchases in the Taipei Sports Center as well as clarify the mediating effect of perceived justice in the relationship. A sample of 315 valid questionnaires were collected from the Taipei Sports Center. Structural equation modeling was used to estimate a model, linking service recovery and perceived justice to consumers repurchases. Results suggested that factors pertaining to service recovery had significant positive influence over user's perceived justice, and this perception had significant positive effect on user's repurchases. The results indicated that service recovery had an indirect influence over repurchases, which may be mediated by consumer perceived justice. It was an acceptable model for this relationship. Consequently, a well executed service recovery is imperative for preventing customer defection, enhancing customer repurchases and perceived justice. More importantly, consumers will want to repurchase when a fair and positive relationship between the service personnel and consumers are established during the compensation process. This study can put forward suggestions for the future researchers and other sports centers for related management decision-making.