終身保固型產品之服務補救對認知公平之影響–以企業可信度與保證可靠性為干擾變數

現今競爭的環境中，傳遞有品質的服務是企業競爭與生存的重要策略，但不管是在好的服務公司都無法避免服務失誤的發生。 Gagliano and Hathcote（1994）說服務是由第一線服務人員提供給顧客的，且最容易被顧客察覺好壞，但卻是最難被組織所衡量與控制品質。所以服務失誤於企業是在所難免，而有失誤就要有補救。欲探討的服務補救的產品類別為終身保固類型的產品，其原因為服務補救其研究已漸趨完整，其探討範圍已包含市面上眾多產品類別與服務方式。而近幾年消費者權益高漲，為降低購後的風險，越來越多的消費者認可產品保固，甚至廠商所提供的基本保固期限以不敷消費者期待，紛紛延長其保固期限，而其中的3C零售業龍頭-全國電子與燦坤3C更把其中的小家電產品類別其保固期限延長為終身保固。因此本研究與其他研究不同的是，以探討有實施終身保固的產品為研究範疇，將能更符合實務上的需求。 Menzes and Quelch(1990)認為終身保固對企業來說是一項極困難的“行銷工具”，因為它的時間不是短暫的，是很漫長的，且須讓顧客長期信任的。一時或一次的完善補救與維修，並不能贏得顧客青睞，顧客看重的是長期企業對顧客的承諾。Boulding and Kirmani(1993)認為當組織所提出的保固層級越高時，企業也往往需要具有高度的企業可信度；就長期觀點來看，顧客相信購買產品後，可以將不滿意的產品，交付給企業維修與補救，保障終身權益。應此，本研究以「企業可信度」與「保證可靠性」作為干擾變數，探討自變數為服務補救，因變數分別為「分配公平」、「程序公平」和「人際互動公平」，並以終身保固型產品為例，希冀為服務補救建立一完善架構。

關鍵字

服務補救；認知公平；企業可信度；保固可靠性；終身保固型產品

並列摘要

The service quality is the core key of the service industry competition. And service is so complicated that service failure can’t be fully avoided in the process transmission. Successful recovery of service failure will increase customer satisfaction and loyalty to service providers. Therefore, service recovery is very important that service providers shall make good service recovery strategies to convey service failure. The related literature about service failures and recovery are quite rich. However, the most research all concentrate in the physical service, very little has apply product,especially warranty product.With the raise of consumer right, product with lifetime warranty. This research was based on the sample of lifetime warranty product. Menzes and Quelch(1990) consider the lifetime warranty is a unbelievable〝marketing tool〞to consumer. Because it take long time ,Once perfect recovery and repair , can not make consumer believe.And consumer focus the commitment with company deliver to consumer. Boulding and Kirmani(1993) consider only when company own high corporate credibility, they can provide high credibility of warranty content. this paper plans to design questionnaires and deliver to the customer who have service recovery experience of lifetime warranty product. We delivered 160 copies of questionnaires, 151 effective samples were received and our research was based on lifetime warranty product. This thesis is contingency on the independent variable of service recovery, the dependent variable of perceived justice and the moderator variable of corporate credibility and guarantee credibility to we explore the moderating effects on relationship between service recovery and perceived justice Key word：service recovery, perceive justice, Corporate Credibility, Guarantee Credibility and Lifetime Warranty Product

並列關鍵字

service recovery ； perceive justice ； Corporate Credibility ； Guarantee Credibility ； Lifetime Warranty Product

參考文獻

[1] 方世杰，從交易成本與代理理論探討醫藥行銷通路-以行為規範與控制機制為調節變數，私立逢甲大學企業管理研究所碩士論文，民90年

[4] Bateson, M. J, Bernard, H. B, and Tetreault M. S., "The Service Encounter: Diagosing Favorable and Unfavorable Incidents,"Journal of Marketing , Vol.54, 1995, pp. 71-84.

[10] Bies, Robert J. and Debra L. Shapiro,“Interacttional Fairness Judgments:”The influence of Causal Accounts,“ Social Justice Research,” Vol.1, No.2, 1987, pp. 199-218.

[11] Bejou﹐D. and A. Palmer﹐“Service Failure and loyalty：An Exploratory Enpirical Study of Airline Customer, ”Journal of service Marketing, Vol. 12,Iss.1, 1998, pp.7-12.

[12] Boshoff, C., “An Experimental Study of Service Recovery Options,” International Journal of service Industry Management, Vol.8, Lss.2, 1997, pp.110-130.

國際替代計量

終身保固型產品之服務補救對認知公平之影響–以企業可信度與保證可靠性為干擾變數

全文下載

主題瀏覽