藉服務補救選項提升顧客滿意度

Enhance customer satisfaction through service recovery options

高謹瑜(Chin-Yu Kao)

指導教授 ： 翁華鴻

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2011年)

https://doi.org/10.6838/YZU.2011.00277

摘要

服務具無形性，無儲存性，即使為五星級的服務業者在傳遞服務過程中發生服務失誤，但一個好的服務補救它同時是個機會可以傳遞企業的形象和提升公司附加價值，更可以建立與顧客之間的關係。所以本研究將探討消費者在面對三項服務失誤發生後，服務補救選項是否影響他們對企業形象與顧客滿意度的結果。本研究採2 × 3的實驗矩陣設計，結果顯示出，顧客失誤所提供的服務補救選項其顧客滿意度最高；公司失誤再提供服務補救選項顧客滿意度提升最為明顯，而且服務失誤類型和服務補救選項產生交互作用效果。本研究推論因為服務補救選項是一種自我選項的過程而突顯個人價值，過去消費者只能接受業者的補救措施，但消費者可能更喜歡參與，嘗試不同服務，使得滿意度與忠誠度的關係更為強烈。

關鍵字

服務補救 ； 服務失誤 ； 顧客參與 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

Even if the five-star service, they may face with service failure within service process, however, it is a great chance to set up the relationship between the customer and providers also can improve corporate image and enhance the company value. Therefore, this study design three types of service failure, to test how affect the customer satisfaction after service recovery. The study examined the interactive effects of A3( company error, customer error, other error) by 2(service recovery, service recovery option) was developed. Results indicated that the failure from customers, they may has more satisfaction. Then the failure from company, offer service recovery option has more satisfaction than before, finally they has interact relationship between type of failure and service recovery. The main reasons that because customer is a self-service, they more like to participate among service process.

並列關鍵字

Customer Loyalty ； Service Recovery ； Service Failure ； Customer Participate ； Customer Satisfaction

參考文獻

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