網路零售商服務失誤與服務補救之顧客關係管理策略－以公平理論為基礎

The customer relationship strategy of online retailing service failure and service recovery - based on justice theory

張立寬(Chang-Li Kuan)

指導教授 ： 林心慧

國立臺中科技大學/商管學群/事業經營研究所/碩士(2008年)

摘要

在現今服務導向與消費者意識抬頭的趨勢下，企業要如何與顧客維持良好的關係是一個很重要的課題。而企業會流失顧客大多數是由於服務失誤，當發生服務失誤時，顧客通常會希望獲得補償，而一個成功的服務補救則可以將不滿的顧客變成忠誠的顧客，維持企業與顧客良好的關係。因此本研究以公平理論為基礎，探討顧客對企業服務補救後之認知公平，對顧客滿意度、負面口碑與再購意圖之影響，並探討服務補救矛盾之現象，以及有無服務補救兩種情況下顧客關係的差異。
本研究採用情境模擬的方式進行，由研究者設計出情境來進行實驗，實驗產品包含實體產品與虛擬產品兩種，服務失誤型態則分為配送失誤與網站設計失誤兩種型態分別探討。研究分為兩個部分，「研究一」以公平理論之分配公平、程序公平及互動公平為自變數，探討對顧客滿意度、負面口碑及再購意圖之影響；研究二則探討有服務失誤並補救與無服務失誤兩種情況下(即服務補救矛盾)，以及有服務失誤並補救與無服務補救兩種情況下，滿意度、負面口碑及再購意圖之差異。所採用的分析方法包括卡方檢定、獨立T檢定及三因子多變量變異數分析。
「研究一」的部分，從分析結果可知，配送失誤下「分配公平」、「程序公平」及「互動公平」之交互效果皆對滿意度、負面口碑及再購意圖有顯著影響；「分配公平、程序公平」與「分配公平、互動公平」的兩兩交互效果皆對滿意度、負面口碑及再購意圖有顯著影響；而三種認知公平之主效果皆只會滿意度有顯著影響。網站設計失誤下「分配公平、程序公平」之交互效果對滿意度與負面口碑有顯著影響；三種認知公平主效果中，除了「分配公平」對負面口碑無顯著影響外，三種認知公平之主效果皆對滿意度、負面口碑及再購意圖有顯著影響。
「研究二」的部分，從分析結果可知，配送失誤與網站設計失誤兩種不同失誤型態下，顧客對服務失誤並補救後對滿意度、負面口碑及再購意圖認知皆沒有比無服務失誤情況來得佳，表示服務補救矛盾現象不存在；另外，顧客在服務失誤並補救後對滿意度、負面口碑及再購意圖的認知皆比沒有服務補救來得佳。

關鍵字

網路零售商 ； 服務失誤 ； 服務補救 ； 認知公平 ； 服務補救矛盾

並列摘要

In today's trend of service-oriented and consumer awareness increase, enterprise how to maintain the good customer relationship is an important problem. Most enterprises lost customers due to service failure. Usually, customers would hope to receive compensation when the happening of service failure. The good service recovery can turn dissatisfied customers into loyal customers, and maintain the good relationship between enterprise and customer. The study is based on justice theory to investigate the customer perceived justice for enterprise service recovery, the effects of consumer satisfaction, negative WOM and repatronage intention. The study also investigates the phenomenon of service recovery paradox, and the customer relationship difference between service recovery and no service recovery.
The study used the form of scenario method, the experiments is designed by researcher, the experiment product contains entity and virtual, and the types of service failure divided into delivery problem and web site design problem. The study is divided into two parts: “Study one” use the distributive justice, procedural justice and interactional justice of the justice theory as independent variables to investigate the effects of consumer satisfaction, negative WOM and repatronage intention. “Study two” investigates the consumer satisfaction, negative WOM and repatronage intention difference between there is service failure but has service recovery and no service failure (that is service recovery paradox). And the difference between there is service failure but has service recovery and no service recovery. Analysis method includes Chi-square test, T-test and 3-way MANOVA.
The analysis results in “study one” found that interactive effects of “distributive justice”, “procedural justice” and “interactional justice” in delivery problem have significant impact on consumer satisfaction, negative WOM and repatronage intention. The interactive effects of “distributive justice and procedural justice” and “distributive justice and interactional justice” have significant impact on consumer satisfaction, negative WOM and repatronage intention, and the main effects of three perceived justices only have significant impact on consumer satisfaction. The interactive effect of “distributive justice and procedural justice” in web site design problem have significant impact on consumer satisfaction and negative WOM. The main effects of three perceived justices except that “distributive justice” doesn’t have significant impact on negative WOM, all the main effects of three perceived justices have significant impact on consumer satisfaction, negative WOM and repatronage intention.
The analysis results in “study two” found that in different types of service failure of delivery problem and web site design problem, customers that in service failure and have service recovery are better than no service failure on consumer satisfaction, negative WOM and repatronage intention, it means the phenomenon of service recovery paradox doesn’t exist. In addition, customers that in service failure and have service recovery are better than no service recovery on consumer satisfaction, negative WOM and repatronage intention.

並列關鍵字

online retailing ； service failure ； service recovery ； perceived justice ； service recovery paradox

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