顧客對服務品質認知與服務復原策略關係之研究

The Relationship Research of Service Recovery Strategy and Quality erception

劉世足(Shih-Tsu lLiu)

指導教授 ： 顧志遠

中原大學/商學院/企業管理研究所/碩士(2001年)

https://doi.org/10.6840/cycu200100153

摘要

面對詭譎多變的市場與捉摸不定的消費大眾，服務品質的良窳及顧客抱怨的處理方式成為企業成敗的關鍵因素。消費者除了在意服務品質外，對於服務過程中所發生服務失誤，業者的處理方式與態度，直接影響消費者的再意願。過去已有很多學者從事消費購後行為研究，本研究進一步從顧客服務品質認知面取向觀點，判別顧客類型與其所需服務復原策略之關係，藉以發展顧客對服務品質認知與服務復原策略之分析模式，提供企業面臨潛在顧客抱怨時，預先判別顧客類型，及時提出迎應復原措施及行動，及企業在決定其產品策略時之預應（proactive）服務復原策略。本研究是以行動電話手機使用者為實證研究，分別以桃園、中壢與板橋地區之行動手機通路商及中華電信服務窗口之顧客為施測對象，有效回收問卷共計452份。研究方法是利用單向度之Guttman尺度為衡量工具，建立顧客對服務品質認知取向之層級性量表，以集群分析區別不同的服務品質認知取向顧客群，並利用T檢定與交叉驗證分析找出不同服務質認知取向的顧客對服務復原策略的偏好順序，經分析後本研究之結論如下：
一、建立顧客對服務品質認知與服務復原策略之整體性架構與一般化
模式，經由實證分析評估此分析模式之可行性，本模式之運用可
提供未來學者對於不同產業、不同議題引申運用。
二、以單向度Guttman尺度建立顧客對服務品質認知取向之量表，以區別不同的服務品質認知取向之顧客群，讓業者能夠清楚明瞭顧客對於服務品質認知取向，以利業者作市場區隔及擬定行銷策略之參考。
三、依據本研究之發現，「品質取向」顧客群，對於「即時性」的服務復原策略滿意度較高，而「價格取向」顧客群，則較重視「實質性」的復原策略。企業可分別針對其公司的產品策略加以先行定位，再做市場區隔，針對其主要的顧客群，施以最有效之服務復原策略。為使企業資源有效利用，建議業者針對不同服務品質取向的顧客群所重視的服務復原策略，列為優先實施的復原措施。

關鍵字

服務品質 ； 服務復原策略 ； Guttman尺度

並列摘要

Facing the shifting market and the unpredictable consumers, good or bad in the quality of service and the treatment of dealing with the customer's complaint become the critical factor for business success or failure. Besides the quality of service, the consumer concern about the mistakes in the process of service, the treatment methods and attitude, these all directly affect the customers’ will of reuse. In the past, there were many scholars had studied the behavior study of after-purchase. This study focuses mainly on customer service quality perception, to recognize the types of customer and the relation of service recovery strategy that through developing the analysis model of customers toward the service quality perception and the analysis model of service recovery strategy. Provide the enterprise how to face the potential customer complaint, to judge the type of customer in advance, to encounter the recovery measures and actions in time, and have the proactive service recovery strategy when decide its product strategy. This study is a case study of mobile handset users as sampling, sampling targets were mobile handset channel dealers of Taoyuan, Chungli, and Panchou area and the customers of Chunghwa Telcom. Company, the valid replied questionnaire was 452 copies. The method of study was that to utilize one-dimension Guttman scales as the tool of measuring, set up the hierarchic table of perception for quality of service, distinguish the groups of different styles for service quality perception, use T-test and cross check analysis to find out the preference order of different service quality perception for service recovery strategy.
The conclusion of this study is below:
1. Building the comprehensive structure and the general model of customer
toward service quality and service recovery strategy to evaluate the
feasibility by case study , this model may apply to future scholars to study the different business and the different issues.
2. Use one-dimension Guttman Scales set up the scales of customers toward
service quality perception, to distinguish the customer groups of different service quality perception , to make the business owners clearly understand the customers’ perception to service quality, as reference to make market segmentation and market strategy.
3. According to this study, "quality-oriented" customer groups have higher satisfaction for "real time" service recovery strategy, but " price-oriented" customers group more emphasize " practical" compensation strategy. The enterprise must firstly position their quality policy, then make market segmentation, to accomplish the most effective service recovery strategy for their major customers group. To make the most of enterprise resource, I suggest the enterprise must take different service recovery strategy toward different customer groups service perception, and as the first recovery measure to act.

並列關鍵字

service recovery strategy ； Guttman Scales. ； quality of service

參考文獻

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