原諒一定能帶來和解嗎? 服務失誤後之消費者原諒及關係維持之有效偏好探討

Does Forgiveness Always Lead to Reconciliation? Consumer Forgiveness and Effective Preference of Relationship Maintenance under Service Failures

李涵(HAN LEE)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業學研究所/博士(2021年)

https://doi.org/10.6342/NTU202102583

摘要

本研究擴展服務失誤後之顧客保留模型，在消費者原諒之上，進一步提出維持關係的有效偏好 (EPRM) 亦是影響消費者和解的重要因素。消費者經歷服務失誤後，會針對繼續維持這段關係的成本及效益進行整體性的評估及考量，而得出的最終淨有效偏好，即為 EPRM 。
本研究採實驗設計法，提出並驗證了顧客保留的調節中介模型。研究結果顯示：(1) 消費者原諒與由關係價值、功能價值、再犯偏好、其他廠商吸引力所組成的 EPRM 均為影響顧客保留的重要因素。 (2) EPRM 顯著負向調節消費者原諒對和解渴望之影響。 (3) 消費者原諒對再購的影響會受到和解渴望的中介以及EPRM 的調節。本研究證明了「原諒不和解」與「不原諒但和解」的現象，並為其背後的機制提出合理解釋，同時，本研究強調了對於將權變關係納入顧客保留模型的重要性，並且發現顧客保留是由感性路徑的消費者原諒與理性路徑的 EPRM共同促成。透過在服務失誤領域中擴展消費者原諒的模型，本研究為顧客保留過程提出了突破性的見解。

關鍵字

消費者原諒 ； 維持關係的有效偏好 ； 服務失誤 ； 和解渴望 ； 再購意圖

並列摘要

The current study moves beyond consumer forgiveness and proposes that the effective preference of relationship maintenance (EPRM) is vital in consumers’ reconciliation with the service provider. The EPRM is the overall evaluation perceived by consumers regarding benefits and costs of maintaining the relationship with the same service provider after a service failure, which represent the rational route to reconciliation.
In this research, we developed and found support for a moderated mediation model through a 2 (consumer forgiveness: high vs. low) x 2 (EPRM: positive vs. negative) between-subjects experimental design. The results indicate that (1) both consumer forgiveness and EPRM in the form of relationship value, functional value, recidivism anxiety, and the attractiveness of alternatives were critical determinants of retention. (2) EPRM has significant interaction with consumer forgiveness in predicting the desire for reconciliation. (3) The influence of consumer forgiveness on repurchase intention is significantly mediated by the desire for reconciliation and moderated by EPRM.
Current research proved and demonstrated the mechanism behind the phenomenon of “forgiveness without reconciliation” and “no forgiveness but reconciled.” We highlight the need to extend existing models to incorporate contingency relationships into the consumer retention model and found that consumer forgiveness (emotional route) and EPRM (rational route) jointly determine customer retention. Through augmenting existing customer retention models in the service failure domain, our work provides a better understanding of the consumer decision process.

並列關鍵字

Consumer forgiveness ； EPRM ； Service failure ； Desire for reconciliation ； Repurchase intention

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