影響服務補救後滿意度對商店形象關聯性因素之研究

The Study of Related Factors that Affect Satisfaction after Service Recovery to Store Image

黃郁倫(Yu-Lun Huang)

指導教授 ： 林文寶

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2008年)

摘要

隨著21世紀來臨，服務業面臨眾多的競爭環境與消費者意識抬頭，加上服務品質優劣全由顧客感受評斷，因此難免會發生服務上之缺失產生抱怨與不滿意。加上顧客若遭遇服務缺失，多少會有負面情緒反應，造成顧客心理處於失去平衡之狀態，導致公平知覺與服務品質感受，使企業或商家造成服務缺失所彌補之補救措施造成不好的觀感而影響商家形象。

因此，本研究以國內具有服務失誤經驗民眾為對象，採用問卷發放模式，探討影響服務補救後滿意度對於商店形象之因素，經由統計分析驗證研究成果如下：

1.服務失誤發生時，顧客對於公平認知之感受會直接影響商店所提供服務補救後滿意度。
2.若服務失誤發生時，顧客對於服務品質之感受會直接影響商店所提供服務補救後滿意度。
3.假使服務失誤發生時，顧客負面情緒之感受會直接影響商店所提供服務補救後滿意度。
4.當服務失誤發生時，顧客公平認知感受會因為負面情緒的涉入，導致商店所提供補救措施後滿意度產生影響。
5.當服務失誤發生時，商店所提供服務品質會因為負面情緒的涉入，導致商店所提供補救措施後滿意度產生影響。
6.若商店所提供服務補救後滿意程度越高，則顧客對於商店形象感受則更佳。

關鍵字

公平認知 ； 服務品質 ； 顧客負面情緒 ； 服務補救後滿意度 ； 商店形象

並列摘要

Along with the 21st century coming, Service industry faced the multitudinous competitive environment, consumers’ consciousness raises, and good/bad service quality has been judged by customers’ experience. It was unavoidably to occure the complaint and unsatisfication that service failure made. If customers encounters the service flaw, they can have the negative emotion reflected to cause customers’ psychology be out of balance. And It causes bad opinions because of worse recovery measures to affect store image.

Therefore, This research were adopt samples which the populace has experience as an object. Use questionnaire to confer the impact factors of degree of satisfaction after service recovery regarding the store image. According to the statistical analysis confirmation results as follows:

1.When the service failure occurs , the customer can directly affect satisfaction after service recovery that the store provides towards justice perception.
2.When the service failure occurs , the customer can directly affect satisfaction after service recovery that the store provides towards service quality.
3.If the service failure occurs , the customer can directly affect satisfaction after service recovery that the store provides towards the customer negative emotion.
4.When the service failure occurs , justice perception of the customer may be affected by negative emotion that causes effect on satisfaction after service recovery that the store provides .
5.When the service failure occurs , service quality which the store provide may be affected by negative emotion that causes effect on satisfaction after service recovery that the store provides .
6.If satisfication is higher after service recovery, the feeling of the customer towards store image is better.

並列關鍵字

Justice Perception ； Service Quality ； Customer Negative Emotion ； Satisfaction after Service Recovery ； Store Image

參考文獻

中文部分

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