探討餐飲業服務失誤、認知公平、服務補救對關係品質和顧客滿意度的影響─以難纏顧客行為為干擾變數

Exploring the Influence of the Service Failure, Perceived Fairness, Service Recovery, and Relationship Quality on Customer Satisfaction and Customer Loyalty in the Food and Beverage Industry: Difficult Customer Behavior as a Moderators

陳鉦達(Cheng-Ta Chen) ； 張雅媛(Ya-Yuan Chang) ； 鄭青展(Ching-Chan Cheng) ； 王奕雯(I-Wen Wang)

《績效與策略研究》 12卷1期 (2015/03) Pp. 27-49

https://doi.org/10.6736/JPSR.201503_12(1).0002

摘要

本研究主要欲利用服務失誤、認知公平及服務補救對於關係品質與顧客滿意度的影響，並進一步探討難纏顧客行為對研究模式的干擾程度。本研究共回收540份有效問卷，並採結構方程模式與階層迴歸分析進行資料分析。研究結果顯示，服務失誤與服務補救對關係品質具有正向影響。關係品質與服務救對對顧客滿意度具有正向關係。再者，服務失誤對顧客滿意度具有負向影響。服務補救與顧客滿意度對顧客忠誠度具有正向影響。難纏顧客程度對『服務失誤對關係品質』與『服務補救對關係品質』具有干擾效果。綜合上述結果，提供給餐飲業擬訂相關服務補救措施之參考。

關鍵字

服務失誤 ； 服務補救 ； 關係品質 ； 顧客滿意度 ； 難纏顧客

並列摘要

This study aimed to construct customer satisfaction model for the food and beverage industry by integrating service failure, perceived fairness, service recovery, relationship quality, customer satisfaction, customer loyalty, and further explored the degree of interference of difficult customer for research model. This study collected 540 valid questionnaires, and used structural equation modeling to verify the relationship of each path in the customer satisfaction model. The results showed that service failure and service recovery has a positive impact on relationship quality. Relationship quality and service recovery has a positive impact on the customer satisfaction. Service failure has a negative impact on customer satisfaction. Service recovery and customer satisfaction has a positive impact on customer loyalty. Difficult Customers can moderate the relationship between service failure and relationship quality, and the relationship between service recovery and relationship quality. This study expected that the results can provide a reference to develop remedial strategies for the food and beverage industry.

並列關鍵字

Service Failure ； Service Recovery ； Relationship Quality ； Customer Satisfaction ； Difficult Customer

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