從價格知覺觀點探討服務補救策略－以餐飲服務業為例

Price Perception Perspective on Service Recovery Strategy: A Study of Restaurant Service Industry

許鈴金(Lin-Ching Hsu)

《顧客滿意學刊》 10卷1期 (2014/03) Pp. 115-139

摘要

價格是顧客對品質和滿意的線索，當顧客認知的品質與價格相等時，才會產生公平認知，因而感到滿意。然而，服務補救相關研究領域中，鮮少探討顧客價格知覺對補救策略的影響。因此，本研究目的是以餐飲服務業為例探討價格知覺對服務補救公平知覺和補救滿意的影響；其中，以價格知覺為干擾變數，檢測其對認知公平下補救策略和滿意關係的干擾效果。研究結果顯示，高服務補救策略下，顧客的價格知覺愈高補救的認知公平性較高；反之，低服務補救策略下，顧客的價格知覺愈低補救的認知公平性較高。本研究發現強調服務人員態度的補救策略為影響補救滿意最重要的因素。考慮價格知覺干擾角色後，財務補償的策略對提升補救滿意的效果最大。

關鍵字

服務補救 ； 價格知覺 ； 認知公平 ； 補救滿意

並列摘要

Price is the customer's referee of quality and satisfaction. When customers' perceived quality meets price, they would receive higher perceived justice, which in turn increases the levels of satisfaction. However, the effect of price perception on recovery strategy has received considerably less attention in the context of service recovery studies. The purpose of this study is to address how recovery strategy of perceived justice affects recovery satisfaction at different levels of price perception. This study examines the moderating role of customers' price perception in the relationship between perceived justice and recovery satisfaction in the restaurant service industry. The results indicate that comparing with low price perception, customers who have high price perception would present higher-perceived justice in high recovery efforts. In contrast, they will feel lower-perceived justice in low recovery effort. The results also show that service recovery effort related to interactional manner was the most important determinant of recovery satisfaction. Considering the moderating role of price perception, service recovery effort related to financial compensation is the most effective in enhancing recovery satisfaction.

並列關鍵字

Service Recovery ； Price Perception ； Perceived Justice ； Recovery Satisfaction

參考文獻

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