服務失誤嚴重性、補救屬性與補救後滿意度之研究基於補救不一致與認知公平之觀點

A Study of Service Failure Magnitude, Recovery Attributes and Postrecovery Satisfaction-Based on Recovery Risconfirmation and Perceived Justice

楊東震(Dong-Jenn Yang) ； 謝公斌(Kung-Being Hsieh)

《運籌管理評論》 4卷1期 (2010/12) Pp. 13-22

https://doi.org/10.29836/LMR.201012.0002

摘要

本研究試圖瞭解服務失誤的嚴重性對業者的服務補救期望的影響效果，在顧客接受業者的補救後，是否補救、補救速度和服務態度對服務補救品質的影響，接著服務補救期望和服務補救品質對補救不一致的影響效果，最後服務補救不一致和認知公平影響補救後滿意度的差異性效果。本研究採用實驗法（2×2×2×2），2種不同嚴重程度的服務失誤（嚴重、輕微）、2種不同水準的補償（有、無）、2種不同水準的補救速度（快、慢）以及2種不同水準的服務態度（佳、差），以大學生為樣本採便利抽樣法，共回收523份有效樣本，經分析後發現以下結果：1.不同服務失誤的嚴重程度會對顧客的補救期望有影響。2.不同水準的補救屬性會明顯影響顧客知覺的服務補救品質。3.服務補救期望會負向影響補救不一致，而服務補救品質會正向影響補救不一致且服務補救品質會正向影響認知公平與補救後滿意度。4.補救不一致與認知公平會正向影響補救後滿意度。

關鍵字

服務失誤 ； 補救不一致 ； 服務補救期望 ； 服務補救品質 ； 認知公平 ； 補救後滿意度

並列摘要

This research attempts to understand how the customer expectation with service recovery from the service provider when the service failure magnitude influences occurs. In addition, basing on service providers' recovery strategy, in this research we want to explore whether ahead of service recovery expectation and behind with service recovery quality influence the recovery disconfirmation, perceived justice and postrecovery satisfaction in the end. This study utilizes an experimental design (2x2x2x2). Two service failure magnitude (severity and slight), compensation (yes and no), response speed (quick and slow) and service attitude (pleasant and poor) are manipulated. The sample were collect from the colleague students by using convince sampling and there are 523 valid samples after recycling questionnaires. Found the results via analysis as following: 1. Different service failure magnitudes have significant effect on customers' service recovery expectation. 2. Different recovery attributes have significant effect on the service recovery quality. 3. Service recovery expectation has a significant negative effect on recovery disconfirmation. Service recovery quality has a significant positive effect on recovery disconfirmation and it also positively influences perceived justice and postrecovery satisfaction. 4. Recovery disconfirmation and perceived justice have significant positive effect on postrecovery satisfaction.

並列關鍵字

service failure ； recovery disconfirmation ； service recovery expectation ； service recovery quality ； perceived justice ； postrecovery satisfaction