網路購物服務失誤補救對顧客滿意之影響： 以調節焦點為調節因素

THE MODERATING EFFECT OF ONLINE-SHOPPING CUSTOMER REGULATORY FOCUS ON THE RELATIONSHIP BETWEEN METHODS ON SERVICE RECOVERY AND CUSTOMER SATISFACTION AT SERVICE RECOVERY

江泰瑩(Tai-Ying Chiang)

指導教授 ： 夏康寧

元智大學/管理學院/經營管理碩士班(領導學程)/碩士(2011年)

摘要

在顧客至上的服務業中，企業應擬訂何種服務失誤補救措施，能有效的將誠意傳達給消費者，補償顧客的損失，進而提升顧客滿意度，一直以來都是服務提供者關注的議題。
過去許多文獻已證實，當顧客面對服務失誤時，因企業後續補救行為產生的知覺公平認知會顯著影響顧客滿意度。但現實情況中，面對相同的服務失誤補救措施，卻仍有部分顧客未能提升滿意度。因此本研究之目的欲瞭解顧客調節焦點傾向是否會干擾服務失誤補救方式對補救後顧客滿意度之影響。
本研究以顧客滿意為依變數，服務失誤補救種類為自變數，探討在服務失誤發生時，相同的補救措施和顧客滿意之間的關係，是否因顧客本身調節焦點傾向不同，而產生不同程度之滿意感受。服務補救部份則以公平理論為基礎發展補救措施，分別欲滿足顧客對程序公平(回應速度)、互動公平(態度行為)及分配公平(實質補償)三方面之公平認知。
隨著資訊發展與網路的普及，網路購物已成為重要消費管道，因此本研究以網路消費者為研究對象，採問卷調查法回收有效問卷共386份，研究結果發現：
1. 服務失誤發生時的回應速度與實質補償會顯著影響補救後顧客滿意度。
2. 顧客調節焦點傾向對補救方式與補救後滿意度之關係具調節效果。

關鍵字

服務失誤 ； 服務補救 ； 網路購物 ； 公平理論 ； 顧客滿意 ； 調節焦點

並列摘要

In service industry, customers always come first; therefore, how to build a effective service recovery system to deal with service failure is a critical issue. An effective service recovery system has to make the consumers feel the sincerity of the company, make up for consumers’ loss, and increase consumers’ satisfaction.
Many previous research has already indicated that when consumers face service failure, the consumers’ perceived justice toward company’s service recovery action may be the most important determinant of consumer’s satisfaction. In other words, consumers feel themselves to be treated fairly or unfairly will influence their satisfaction. However, in reality, even facing the same service failure and same service recovery action, there is still some consumers didn’t feel better. Therefore, this study tries to discuss the above issue from a regulatory focus perspective; the purpose of this study is to explore the effect of interaction of consumers’ regulatory focus and service recovery on satisfaction.
In other words, this study try to explore that given the same service failure and service recovery, if the consumers will have different level of satisfaction because of the differences in their regulatory focus. Base on equity theory, there are three types of service recovery: first, recovery of distributive justice, second, recovery of procedural justice, and the last, recovery of interaction justice.
With the popularity of the internet, internet has become an important channel for online shopping. The data was collected from 386 customers who had online shopping experience industry by using questionnaires. The results indicate that：
1. The immediately response and tangible recovery for service failure are positively and significantly related to customer satisfaction after the recovery.
2. Customer regulatory focus has moderating effect on the relationship between service recovery methods and customer satisfaction at service recovery.

並列關鍵字

Equity Theory ； Customer Satisfaction ； Regulatory Focus ； Service Failure ； Service Recovery ； Online Shopping

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