知覺公平和內外控人格特質對口碑之影響

The effects of perceived justice and internal-external locus of control on WOM behavior

謝怡婷(Yi-Ting Hsieh)

指導教授 ： 李正文

中原大學/商學院/國際經營與貿易研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400737

摘要

現今服務業的經營理念已慢慢趨向為以客為尊、服務至上，這表示擁有良好的服務將會更確保企業在高度競爭社會上的競爭優勢。然而，在提供服務的過程中都難以避免發生服務失誤。當服務失誤發生時，如何使用有效且快速的服務補救策略來解決失誤之問題就成為非常重要的議題。以往的研究雖已有許多探討知覺公平與口碑意圖的文獻，但卻少有探討加入內外控人格特質的主題，因此，本研究探討在不同人格特質的消費者在遭遇不滿意的服務時，對於該餐廳進行補救的過程中，其認知公平、正負向情緒、補救後滿意度與口碑意圖之關係。研究採用採用因素分析、信度檢定、線性結構分析等方法進行統計分析，以驗證本研究所提出的研究假設。 本研究共發放了400份問卷，有效回收問卷共378份，有效回卷率為94.5%。

根據本研究結果顯示如下：在內控下，(1)知覺公平對正面情緒有顯著正向影響；(2)知覺公平對負面情緒沒有顯著影響；(3)正面情緒對補救後滿意度有顯著正向影響；(4)負面情緒對補救後滿意度沒有顯著影響；(5)補救後滿意度對口碑有顯著正向影響。在外控下，(1)知覺公平對正面情緒有顯著正向影響；(2)知覺公平對負面情緒沒有顯著影響；(3)正面情緒對補救後滿意度有顯著正向影響；(4)負面情緒對補救後滿意度沒有顯著影響；(5)補救後滿意度對口碑有顯著正向影響。整體而言，越傾向內控之人格特質，其對知覺公平、正面情緒、補救後滿意度與口碑意圖之正面影響顯著高於傾向外控之人格特質。

關鍵字

內外控人格特質 ； 知覺公平 ； 口碑

並列摘要

Today, the service industry has tended to customer-oriented and service-oriented, which means that a good service will increase competitive edge of business. In the exchange processes between service and customers, service failure is so difficult to avoid in service marketing. When a service failure occurs, how provide effective and appropriate of recovery strategies to solve the problem has become very important. There have been many studies to explore between perceived justice and word-of-mouth intentions, but few discuss the topics of adding locus of control. Therefore, this study was to explore the process in different personality traits consumers in the event of unsatisfactory service for the remedy of perceived justice, positive and negative emotions, satisfaction with recovery and word-of-mouth intention. Statistical methods, including factor analysis, reliability tests, and structure equation model (SEM) are used for further examination. A total of 400 questionnaires were sampled from forty factories, a total of 378 responses were deemed usable for the analyses, a 94.5% usable response rate. According to the results, the main findings indicated that:

According to the result of this study are shown as follows: In internal locus of control, (1) Perceived justice of a service recovery has a significant positive effect on positive emotions; (2) Perceived justice of a service recovery has no significant effect on negative emotions; (3) Positive emotion has a significant positive effect on satisfaction with recovery; (4) Negative emotion has no significant effect on satisfaction with recovery; (5) Satisfaction with recovery has a significant positive effect on word-of-mouth. In external locus of control, (1) Perceived justice of a service recovery has a significant positive effect on positive emotions; (2) Perceived justice of a service recovery has no significant effect on negative emotions; (3) Positive emotion has a significant positive effect on satisfaction with recovery; (4) Negative emotion has no significant effect on satisfaction with recovery; (5) Satisfaction with recovery has a significant positive effect on word-of-mouth. Aggregately, internal locus of control has a more significant positive impact on perceived justice, positive emotions, satisfaction with recovery, and word-of-mouth.

並列關鍵字

Locus of Control ； Perceived Justice ； Word-of-Mouth

參考文獻

2. Adams, J. s. (1965). Inequity in social exchange. Advances in Experimental Social Psychology, 2, 267-269.

3. Andreassen, T. W. (2000). Antecedents to Satisfaction with Service Recovery. European Journal of Marketing, 34(2), 156-175.

4. Andrisani, P. J., & Nestel, G. (1976). Internal-external control as contributor to and outcome of work experience. Journal of Applied Psychology, 61(2), 156-165.

5. Aurier, P., & Martin, B. S. (2007). Perceived justice and consumption experience evaluations: A qualitative and experimental investigation. International Journal of Service Industry Management, 18(5), 450-471.

8. Bitner, M. J., Booms, B. M., & Tereault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54, 75-85.