探討壽險業務員之信任、情緒調節對服務失誤類型與 服務補救策略關係之干擾效果

The Moderated Effect of Trust and Emotion Regulation on The Relationship Between Service Failure Type and Service Recovery Strategy in Life Insurance Salesmen

劉翠玲(Tsuei-Ling Liou)

指導教授 ： 田靜婷

朝陽科技大學/管理學院/保險金融管理系/碩士(2010年)

摘要

本研究基於服務補救策略對壽險業務員之重要性進行探討，在過去研究指出信任是維持穩定社會關係中不可或缺的要素，信任為強調信任者與被信任者雙方的互信關係，因服務失誤發生後業務員會採用服務補救策略以維持雙方關係，當社會關係處於高度信任的狀態時，人們將有較高的意願與他人進行交易或是任何合作性的互動，因此，信任對服務失誤類型與服務補救策略間關係會產生何種干擾效果，是本研究欲探討的動機之一。基於情緒是個人面對事情的情感表現，當業務員面臨服務失誤事件，在衡量與客戶的信任關係後，本身的情緒調節是否會干擾服務失誤類型與服務補救策略間關係，是本研究欲探討的另一動機，故本研究欲探討服務失誤類型與服務補救策略之關係，並進一步探討信任之二階干擾效果、情緒調節之三階干擾效果。
研究方法採問卷調查法，以壽險業務員為對象。依分層抽樣方式針對保險公司之市佔比率作份數之分配總共發放470份問卷，總回收問卷數為395份，回收問卷率84.04%，經刪除未填答完整之問卷，有效問卷數為383份，有效問卷率81.49%。
回收之有效問卷，利用敘述統計分析，藉以瞭解業務員個人背景屬性上的分佈情形；利用迴歸分析服務失誤類型對服務補救策略之影響，並以階層迴歸分析檢定信任對服務失誤類型與服務補救策略關係之二階干擾效果及情緒調節、信任對服務失誤類型與服務補救策略之三階干擾效果。
本研究根據資料分析結果，提出下列結論：
一、溝通服務補救策略會受顧客需求反應失誤服務失誤類型的正向影響；授權服務補救策略會受顧客需求反應失誤服務失誤類型的正向影響與員工行為失誤服務失誤類型的正向影響；回饋服務補救策略會受顧客需求反應失誤服務失誤類型的正向影響與員工行為失誤服務失誤類型的正向影響；補償服務補救策略會受顧客需求反應失誤服務失誤類型的正向影響與員工行為失誤服務失誤類型的正向影響；解釋服務補救策略會受顧客需求反應失誤服務失誤類型的正向影響與員工行為失誤服務失誤類型的正向影響。
二、在高能力信任行為下，愈是傾向服務傳遞系統失誤、顧客需求反應失誤與員工行為失誤的服務失誤類型愈會傾向採取授權、解釋的服務補救策略。在低能力信任行為下，愈是傾向顧客需求反應失誤的服務失誤類型愈不傾向採取有形性的服務補救策略；在高仁慈信任行為下，愈是傾向顧客需求反應失誤的服務失誤類型愈會傾向採取溝通的服務補救策略，愈是傾向服務傳遞系統失誤的服務失誤類型愈會傾向採取授權的服務補救策略，愈是傾向服務傳遞系統失誤與員工行為失誤的服務失誤類型愈會傾向採取解釋的服務補救策略。在低仁慈信任行為下，愈是傾向顧客需求反應失誤的服務失誤類型愈不傾向採取有形性的服務補救策略；在高正直信任行為下，愈是傾向顧客需求反應失誤的服務失誤類型愈會傾向採取溝通、有形性的服務補救策略，愈是傾向服務傳遞系統失誤與顧客需求反應失誤的服務失誤類型愈會傾向採取授權的服務補救策略，愈是傾向服務傳遞系統失誤與員工行為失誤的服務失誤類型愈會傾向採取解釋的服務補救策略
三、愈是傾向服務傳遞系統失誤的服務失誤類型愈會傾向採取回饋、補償、解釋的服務補救策略；愈是傾向顧客需求反應失誤的服務失誤類型愈會傾向採取授權、補償、解釋的服務補救策略，愈是傾向員工行為失誤的服務失誤類型愈會傾向採取解釋的服務補救策略，且因不同的信任行為及情緒調節行為，會使其關係產生信任削弱「服務失誤類型對授權服務補救策略之正向影響」受到認知重評的削弱干擾；信任削弱「服務失誤類型對解釋服務補救策略之正向影響」受到認知重評的削弱干擾；信任削弱「服務失誤類型對解釋服務補救策略之正向影響」會受到表達抑制的強化干擾；信任削弱「服務失誤類型對回饋服務補救策略之正向影響」受到認知重評的削弱干擾；信任強化「服務失誤類型對補償服務補救策略之正向影響」受到認知重評的削弱干擾；信任強化「服務失誤類型對有形性服務補救策略之正向影響」受到認知重評的削弱干擾
本研究根據上述的研究結果提出下列建議：
一、分析服務失誤類型做為服務保戶參考依據，以期壽險業務員產生採取合適的服務補救策略
二、時常舉辦教育訓練提升壽險業務員對保戶採取適當的服務補救策略
三、建立良好的壽險業務員與保戶信任關係，對壽險公司而言即能減少採取服務補救策略所需花費之成本
四、注意壽險業務員情緒調節方式，以掌握業務員心理反應，降低負面情緒產生，以期壽險業務員能採取最佳的服務補救策略

關鍵字

服務失誤類型 ； 信任 ； 服務補救策略 ； 情緒調節

並列摘要

This research studied the importance of the service recovery strategy for salesmen in the insurance industry. Previous studies indicate that trust is an essential element in the stability of social relations. And such an element is built upon a reliable relationship between two parties. A seller may apply service recovery strategy when a service failure occurs as to retain the relationship with the customer. People tend to be more willing to make business deals or other cooperative interactions when involving in a trustworthy social relationship. Therefore, this study aimed to find out how trust influenced the relationship between the service failure type and the service recovery strategy. Because emotion is the affective expression of individuals for dealing with everything, another motive of this study is to investigate that, when salesmen encounter failure, whether their emotion regulation after evaluating their trust relationship with clients would interfere with the relationship between service failure categories and service recovery strategy. Therefore, besides investigating the relationship between service failure categories and service recovery strategies, this study further probes into the two-way moderating effect of trust and the three-way moderating effect of emotion regulation.
The research method employed surveys, and the subjects were staffs of insurance companies. In total, 470 questionnaires were distributed based on the stratified sampling. 395 questionnaires were collected with a response rate of 84.04%. Excluding the incomplete ones, 383 questionnaires were effective with the effectiveness rate of 81.49%.
Regarding the effective questionnaires collected, descriptive statistics analysis is used to analyze and realize the distribution of the personal background attributes; regression analysis is used to examine how service failure type affect service recovery strategy; moderated regression is used to analyze how the two-level moderated interference effect of trust affects service failure type and service recovery strategy; moderated regression is used to analyze how the three-level moderated interference effect of emotion regulation and trust affects service failure type and service recovery strategy.
Based on the research results, this study concludes that:
1. Service recovery strategy for communication is positively influenced by the service failure of responding to customer needs. Service recovery strategy for authorization is positively influenced by both the service failures of responding to customer needs and employee behavior. Service recovery strategy for feedback is influenced by both the service failures of responding to customer needs and employee behavior. Service recovery strategy for compensation is positively influenced by both the service failures of responding to customer needs and failure of employee behavior. Service recovery strategy for explanation is positively influenced by both the service failures of responding to customer needs and employee behavior as well.
2. With the trust behavior of high capacity, there is an increasing trend to adopt recovery strategies for authorization and explanation to cope with service failures, which are more likely to be attributed to the failures of service delivery system, responding to customer needs and employee behavior. With the trust behavior of low capacity, there is a declining trend to adopt visible service recovery strategies to cope with the service failure, which is more likely to be attributed to the failure of responding to customer needs. With the trust behavior of a level of high benevolence, there is an increasing trend to adopt service recovery strategy for communication to cope with the service failure which is more likely to be attributed to the failure of responding to customer needs, to adopt that for authorization to cope with the failure which is more likely to be attributed to service delivery system failure, and to adopt that for explanation to cope with both the service failures which are more likely to be attributed to those of service delivery system and employee behavior. With the trust behavior of a low level of benevolence, there is a declining trend to adopt visible service recovery strategies to cope with the service failure, which is more likely to be attributed to the failure of responding to customer needs. With the trust behavior of a high level of integrity, there is a increasing trend to adopt visible service recovery strategy and that for communication to cope with the service failure, which is more likely to be attributed to that of responding to customer needs, to adopt the service recovery strategy for authorization to cope with both the service failures, which are more likely to be attributed to those of service delivery system and responding to customer needs, and to adopt the service recovery strategy for explanation to cope with both the service failures, which are more likely to be attributed to those of service delivery system and employ behavior.
3. Once the service failure is more likely to be attributed to a service delivery system failure, there is an increasing trend to adopt the service recovery strategies for feedback, compensation, and explanation. Once the service failure is more likely to be attributed to that of responding to customer needs, there is an increasing trend to adopt the service recovery strategies for authorization, compensation, and explanation. Once the service failure is more likely to be attributed to employ behavior, there is an increasing trend to adopt service recovery strategy for explanation. In addition, because different trust behavior and emotion regulation behavior may weaken trust, “the positive influence of service failure categories on service recovery strategy for explanation” will be influenced the weakening interference of cognitive reappraisal. When the trust is weakened, “the positive influence of service failure categories on service recovery strategy for explanation” will be influenced by the weakening interference of cognitive reappraisal. When the trust is weakened, “the positive influence of service failure categories on service recovery strategy for explanation” will be influenced by the strengthening interference of expression suppression. When the trust is weakened, “the positive influence of service failure categories on service recovery strategy for feedback” will be influenced by the weakening interference of cognitive reappraisal. When the trust is strengthened, “the positive influence of service failure categories on service recovery strategy for compensation” will be influenced by the weakening interference of cognitive reappraisal. When the trust is strengthened, “the positive influence of service failure categories on visible service recovery strategies” will be influenced by the weakening interference of cognitive reappraisal.
Based on the results mentioned above, this study brought up the following suggestions:
1. The service failure categories are analyzed to be provided as reference to service insured customers in the hope that life insurance agents can develop appropriate service recovery strategies.
2. To hold the educational training activities more frequently to increase life insurance agents’ understanding of adopting appropriate service recovery strategies in order to deal with the insured customers.
3. To a life insurance company, establishing a good trust relationship between life insurance agents and insured customers can reduce the cost of adopting service recovery strategies.
4. To take notice of life insurance agents’ emotion regulation method in order to grasp their psychological reactions, and to reduce the generation of negative emotion in the hope that they can adopt the best service recovery strategy.

並列關鍵字

Service recovery strategy ； Trust ； Emotion regulation ； Service failure type

參考文獻

王朝弘、林穎沛、徐璘琳(2009)。服務補救、情緒與行為傾向之探究。載於王朝弘(編)，2009服務業行銷研討會論文集(頁716-735)。

任維康、呂堂榮、劉新隆(2007)。整合服務失誤前與服務失誤後觀點探討影響知覺正義下服務補救期望之因素。中華管理學報。8(4)，39-60。

李元恕(2009)。服務失誤情境、服務補救與顧客認知公平對顧客關係回應之影響。顧客滿意學刊。5(2)，37-60。

林隆儀、周冰玲(2005)。服務失誤對顧客反應的影響：服務補救策略的差異分析-以國道長途汽車客運消費者為例。文大商管學報。10(2)，107-134。

倪安順(2009)。港埠物流鏈顧客知覺價值、滿意度、信任、忠誠度關係研究。航運季刊。18(4)，45-74。