線上服務補救行為影響顧客認知公平之探討─以品牌觀點作為調節效果

許哲維(Jer-Wei Hsu)

指導教授 ： 李憶萱

國立中央大學/管理學院/企業管理學系/碩士(2015年)

摘要

本研究試圖回答：「品牌觀點如何調節線上服務補救行為影響顧客認知公平？」本研究整合了過去文獻，建立一個系統性的方式整合組織及顧客兩個層次，將整體組織層次的品牌權益、個人層次之品牌認同與承諾納入整體服務補救過程與顧客認知公平間關係中並做詳細討論的研究。本研究採用階層線性模型進行跨層次分析，以台灣 30個線上品牌作為研究對象，問卷發放期間自2014年1月底開始，截至回收完畢為期約2週，共發放出478份問卷，回收有效問卷數為353份，有效問卷回收率為74%。
服務失誤與補救一直是企業面臨的重要課題，再加上近年來B2C的電子商務模式蓬勃發展，在如此競爭的環境下，顧客的服務品質與品牌之建立即為關鍵問題因素，本研究將組織品牌觀點與個人品牌知覺納入補救過程之中，主要目的即從品牌觀點重新審視顧客對於整體服務補救過程之評估。本研究第一部分為探討不同補救方式對於顧客認知公平的影響；第二部分為探討不同企業下的品牌權益對於企業服務補救(道歉、禮貌、實質補償、回應速度)與顧客認知公平感受是否具有調節效果；第三部分為探討個別顧客之品牌認同度與品牌承諾感對於企業服務補救(道歉、禮貌、實質補償、回應速度)與顧客認知公平感受是否具有調節效果。最後為顧客認知公平與服務補救滿意關係的影響。
本研究貢獻分為四個部分，第一，服務補救行為(道歉、禮貌、實質補償、回應速度)皆能夠正向影響顧客認知公平；第二，組織層次品牌權益將會削弱禮貌以及實質補償與認知公平間關係；第三個人層次顧客品牌認同感將會削弱禮貌以及實質補償與認知公平間關係、個人層次顧客對於品牌之承諾將會削弱道歉、禮貌以及回應速度與認知公平間關係；第四，採用階層線性模型進行跨層次分析，以精確衡量組織與顧客之間的關係，此方法論對服務補救研究具有創新性與貢獻性。

關鍵字

服務補救 ； 認知公平 ； 服務補救滿意度 ； 品牌權益 ； 品牌認同 ； 品牌承諾 ； 道歉 ； 實質補償 ； 回應速度 ； 禮貌

並列摘要

This study attempts to investigate brand perception how to moderate online services recovery affect customer perceived value. By integrating past literatures, we developed a systematic two-level framework which includes the organizational and customer levels, in order to do a detailed discussion of the overall service recovery process research and customer awareness by included the overall organizational level of brand equity, personal level of brand identity and commitment. The present study employs hierarchical liner modeling to assess the hypotheses. In total, 478 surveys were distributed, and a total of 353 valid samples were retrieved from 30 online brands in Taiwan (a valid response rate of 74%).
Service failures and recovery has been an important issue recent years, coupled with the recent flourish of B2C e-commerce, in such a competitive environment, quality service and build customer brand is the key question of factors. The first part of this study was to explore the effects of different recovery ways to customer perceived value; the second part is to explore the moderated role of brand equity between service recovery (apology, courtesy, compensation, speed of response) and customer perceived value. The third part is to explore the moderated role of brand identity, brand commitment between service recovery (apology, courtesy, compensation, speed of response) and customer perceived value. Last part is to explore the effects of customer perceived value to service recovery satisfaction.
In this study, the contribution is divided into four parts, the first, service recovery (apology, courtesy, compensation, response speed) are able to positively affect customer perception equity. Second, brand equity would negatively moderate the effects of courtesy and compensation to customer perceived value. Third, high-level customer brand identity would negatively moderate the relationship between courtesy, compensation and customers perceived value, and the individual-level customer brand commitment would weaken the relationship between apology, courtesy and speed of response and customers perceived value. Fourth, the use of cross-level hierarchical linear model analysis to accurately measure the relationship between the organization and its customers. This methodology contributes and advances the field of service recovery.

並列關鍵字

Service recovery ； Apology ； Compensation ； Speed of response ； Courtesy ； Perceived value ； Service recovery satisfaction ； Brand equity ； Brand identity ； Brand commitment

參考文獻

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