顧客對於服務業者處理抱怨後的評價：知覺公平、生氣、生氣特質與行爲意圖間之關係

Customers' Evaluations after Service Provider's Complaint Management: The Relationships among Perceived Justice, Anger, Trait Anger and Behavioral Intentions

黃營杉(Ing-San Hwang) ； 王家福(Jia-Fure Wang)

《商管科技季刊》 10卷1期 (2009/03) Pp. 117-143

https://doi.org/10.30083/CMQ.200903.0004

摘要

應用社會交換理論中公平的理念，本研究驗證抱怨者知覺公平與抱怨處理後行爲意圖之間的關係，並探討生氣情緒和生氣特質在上述關係中的影響。本研究以半年內曾以E-mail向鐵路局抱怨服務的消費者爲受測樣本，依據154份回收問卷資料進行迴歸分析，結果發現：若抱怨者知覺分配公平、互動公平、或程序公平的程度愈高，則抱怨者愈可能再購而且愈不可能進行負面口碑行爲。本研究也發現生氣情緒對於上述關係具有部份中介效果，亦即當知覺分配愈不公平、或程序愈不公平、或互動愈不公平時，抱怨者就感到愈生氣，生氣情緒會引發他們進行負面口碑行爲，但生氣情緒卻不會影響他們的再購行動。另外，抱怨者生氣特質對於知覺公平與抱怨處理後行爲意圖之間的關係也具有部份干擾作用，亦即當知覺分配公平的程度愈低時，高生氣特質的個人，比起低生氣特質的個人，愈易進行負面口碑而愈不願再購；但知覺程序公平的程度愈低時，不同程度生氣特質之個人，進行負面口碑與不願再購的行爲卻無差異；然而當知覺互動公平的程度愈低時，高生氣特質的個人，比起低生氣特質的個人，進行負面口碑的行爲雖無差異，但卻愈不願採取再購行動。

關鍵字

分配公平 ； 程序公平 ； 互動公平 ； 生氣 ； 生氣特質 ； 中介效果 ； 干擾作用

並列摘要

This study applied the concept of justice originated from social exchange theory to investigate the relationship between complainants' perceived justice and their behavioral intentions after complaint management, and to explore the effects of anger and trait anger on this relationship. Those who with e-mail complaining experience to Taiwan Railway Administration in last 6 months were the samples of this study and were asked to answer the questionnaire by retrospective experience. Data were collected from 154 respondents and administered by regression analysis. The results indicate that complainants who experience higher level of distribution justice, procedure justice, or interaction justice are more likely to repatronize the service provider and are less likely to engage in negative word-of-mouth behavior. This study also reveals that anger is a partial mediator of the relationship above. Complainants will feel angrier when they perceived more distribution injustice, procedure injustice or interaction injustice, and that will urge them more likely to engage in negative word-of-mouth, but that will not affect their behaviors to repatronize the service provider. Besides, trait anger is also a partial moderator of that relationship. Complainants with high trait anger tend to more likely to engage in negative word-of-mouth and less likely to repatronize the service provider than those with low trait anger, while they perceived lower level of distribution justice. But there will be no difference between complainants with high trait anger and those with low trait anger to engage in negative word-of-mouth and to repatronize the service provider when they perceived lower level of procedure justice. While they perceived lower level of interaction justice, complainants with high trait anger will be same as those with low trait anger to engage in negative word-of-mouth but tend to less likely to repatronize the service provider than those with low trait anger.

並列關鍵字

Distribution Justice ； Procedure Justice ； Interaction Justice ； Anger ； Trait Anger ； Mediation Effect ； Moderation Effect

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