補償心聲對補償滿意度之影響：知覺控制之中介效果

The Influence of Recovery Voice on Recovery Satisfaction: The Mediation Effect of Perceived Control

陳佳誼(Chia-Yi Chen)

《行銷評論》 14卷2期 (2017/06) Pp. 117-135

摘要

過往研究發現，在服務失誤後給予顧客表達補償心聲可提升知覺程序公平，改善補償滿意度。本研究則以另一角度探討補償心聲如何對補償滿意度產生影響，主張顧客之知覺控制在補償心聲與補償滿意度之間扮演中介的角色，同時探究個體控制慾差異的影響，以進一步檢驗補償心聲與知覺控制間的關聯性。研究結果顯示，相對於低控制慾的消費者，補償心聲提升知覺控制之效果對高控制慾的消費者較強；此外，本研究亦證實補償心聲對於補償滿意度的影響係由知覺控制完全中介。本研究之結果除有助於更全面了解補償心聲如何影響補償滿意度之機制外，亦建議廠商在服務失誤後，可鼓勵顧客表達補償心聲以提升知覺控制，有助於改善服務補償的滿意度。

關鍵字

知覺控制 ； 控制慾 ； 補償心聲 ； 補償滿意度

並列摘要

Previous literature found recovery voice could enhance perceived procedural justice and consequently increase the satisfaction with service recovery after a service failure. This study attempts to re-examine the impact of recovery voice on satisfaction with recovery from different view and proposes that the relationship between recovery voice and recovery satisfaction is mediated by perceived control. Additionally, this study investigates the impact of individual difference on desire-for-control to further examine the relationship between recovery voice and perceived control. The results of this study show that the effect of recovery voice on perceived control is stronger for high desire-for-control customers, compared with low desire-for-control ones. On the other hand, the current study also confirms that the effect of recovery voice is fully mediated by perceived control to enhance satisfaction with recovery. The results of this study contribute to the understanding of the mechanism on how recovery voice influences the satisfaction with recovery comprehensively. It is also suggested that firms could encourage customers to voice after service failure to enhance perceived control and consequently improve satisfaction with recovery.

並列關鍵字

perceived control ； desire for control ； recovery voice ； satisfaction with recovery

參考文獻

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