臺灣旅行業服務保證策略與消費者歸因對顧客抱怨意願影響之研究

The Effect of Service Guarantee and Service Failure Attribution on Consumer Complaint Intention

鄭紹成(Shao-Cheng Cheng) ； 王雪瀞(Hsueh-Ching Wang) ； 吳美煖(Mei-Hsuan Wu)

《服務業管理評論》 8期 (2010/12) Pp. 1-30

https://doi.org/10.29858/SIMR.201012.0001

摘要

歸因理論（attribution theory）為分析服務失誤（service failure）之重要理論，服務失誤發生後，消費者之失誤歸因層面，將影響其對企業之滿意程度與後續抱怨行為。而針對服務提出服務保證（service guarantee）為近年興起之服務行銷研究議題，但學者對於企業發生違反保證事項之失誤時，消費者之失誤歸因對其心理層面與行為之影響，至今仍未探討。是故，本研究以實驗法，針對台灣旅行業的團體套裝旅遊產品，設計保證及失誤狀況，並加入歸因之穩定性及控制性為干擾，來了解顧客抱怨意願。結果發現，顧客將因歸因之穩定性和控制性不同，抱怨意願有所差異。此外，歸因之穩定性還將對保證與抱怨意願間關係產生顯著之干擾影響，結果因而對於保證之提出與失誤出現後的顧客抱怨反應進一步連結及釐清，可供實務運用之參考。

關鍵字

服務保證 ； 服務失誤 ； 因理論 ； 消費者抱怨意願

並列摘要

Previous researches have probed into service guarantee or service failure influencing customers individually, concluded that customers' complaining behavior would be affected by several factors. However, there is little attention about different failures attribution resulting in different customer complaining intention as guarantee providing and failure which goes against guarantee happened. In this research, according to three composes of attribution theory, key propositions are illustrated by using experimental method to find the result. There are two important results in the study. First, stability of service failure attribution could not moderate the relationship between service guarantee and consumer complaining behavior. Secondly, Controllability of service failure attribution could moderate the relationship between service guarantee and consumer complaining behavior.

並列關鍵字

Service Guarantee ； Service Failure ； Attribution Theory ； Consumer Complaint Intention