服務補救策略的知覺公平對關係持續的影響以及先前關係價值的干擾效果-以餐飲業為例

A Study for the Influence of Customer Perceived Fairness from Service Recovery Strategies on Relationship Retention and the Moderating Effect of Prior Relationship

廖文玉(Wen-Yu Liao)

指導教授 ： 張惠真

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

服務失誤是服務業難以避免但卻不容忽視的議題，而服務失誤的補救策略又攸關服務績效與顧客關係的維繫。先前研究發現，當發生服務失誤，顧客對於業者服務補救策略的知覺公平，不但可使顧客有較高的滿意，還能提升對業者的信任；進而願意繼續維持交易關係。此外，亦有研究指出顧客與業者間先前關係的知覺價值，可能會影響服務補救的滿意與對業者信任之間的關係，而較高的過往經驗價值，能減輕不適切的服務補救策略對客戶關係品質的影響，甚至降低轉換意圖。
因此，本研究除了探討顧客對服務補救的知覺公平與服務補救滿意、對業者的信任及關係持續等變數之間的關係外；同時探討顧客對先前關係的知覺價值是否會對上述變數間關係產生干擾效果。資料蒐集針對曾有用餐服務失誤經驗的顧客進行訪查，共回收有效問卷225份，以迴歸分析驗證本研究假說。
研究結果發現消費者對服務業者的服務補救的知覺公平確實會正向影響服務補救滿意，而服務補救滿意會顯著正向影響信任(信譽與善意)，同時並將透過對服務提供者的信任而正向影響消費者對關係持續意願；然而先前關係價值的干擾效果，僅在有條件之限制下可強化知覺公平對服務補救滿意的影響。本研究其他未能獲得支持的先前關係價值干擾之假說，可能顯示對消費者而言，每次消費都是獨立的經驗，雖然先前關係價值對舊客戶來說，具有強化服務補救滿意的效果，但卻無法對餐飲業者的信譽、善意，甚至是攸關企業利潤的關係持續意願產生顯著的正向影響，此亦提醒服務提供者應以兢兢業業的態度，重視每一次的服務提供與失誤後的補救影響，加強員工對失誤補救的應對能力與處理方式之訓練，才能在持續成長卻又極端競爭的餐飲業中追求傲人佳績。

關鍵字

服務補救 ； 知覺公平 ； 服務補救滿意 ； 信任 ； 關係持續 ； 先前關係價值

並列摘要

Service failure is an important and unavoidable subject in service industry.Prior studies argue that when confronting a service failure, if the customer canperceive fairness from the service recovery strategy, not only would they have
higher satisfaction but would also increase their trust to the service provider and willingness to maintain the trade relationship. Several studies indicate customer perceived value of a prior relationship with the service provider might influence service recovery satisfaction and trust as well. A positive prior experience might decrease the negative effect caused from improper recovery stragety, and even lower the switching intent.
This article aims to analyze the relationships among customer perceived fairness of service recovery, trust and relationship retention in the service industry, and to
examine the moderating effect of customer perceived value of prior relationship at the same time. Data was collected through questionnaires for those who with the experience of service failure in restaurants, where 225 people responded and was put to analysis.
The hypotheses were tested using the hierarchical regression analysis. The result confirmed the hypothesized positive relationship between customers perceived
fairness from the service recovery strategy and service recovery satisfaction as well as positive relations between recovery satisfaction, trust and relationship retention.
Furthermore, perceived value of prior relationship moderates the relationship between customer perceived fairness and service recovery satisfaction under limited conditions.
The unsupported hypotheses may indicate each service failure should be treated as an individual event for customer and should serve them very carefully.The empirical results of this study result imply the service provider needs to continuously improve the effect of the service remedy and improve the training of employees’recovery skills under service failure in order to retain competitive
advantage in the fierce competitive environment.

並列關鍵字

Service recovery ； Perceived fairness ； Satisfaction ； Trust ； Relationship retention ； Perceived value of prior relationship

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