服務公平性對消費者報復之影響－以情緒調節為干擾效果

The Impacts of Service Fairness on Customer Retaliation －The Moderating Effect of Emotion Regulation

吳宜錚(Yi-Chen Wu)

指導教授 ： 周中理

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

隨著服務業的成長快速，且身處於如此競爭的社會環境中，人們的生活步調也跟隨著加快，對於時效性與便利性的需求與日俱增，便利商店便成為日常生活中不可或缺的好夥伴。對消費者而言，在便利商店消費的過程中常常與服務人員會有頻繁的接觸，而服務人員在不同的環境與情境下，所提供的服務也會有所差異，其差異性會導致消費者以服務的公平性來評估自己的權益，當消費者感受到服務不公平時，為了維護自身的權益，可能會採取相關的報復行動，因此引起本研究動機，探討服務公平性、消費者報復與情緒調節之關係。
本研究之企業對象為7-ELEVEn便利商店，發放者對象為朝陽科技大學之大學生，問卷採取便利抽樣法，共發放300份問卷，回收275份，扣除27份無效問卷，有效問卷248份，有效回收率為82.7%，在資料分析方面採以敘述性統計分析、信度與效度分析、探索性因素分析、t檢定、單因子變異數分析與階層多元迴歸分析加以探討。
而研究結果發現：
一、 服務公平性對消費者報復有顯著負向影響，獲得部份成立。其中服務公平性之「人際公平性」構面對消費者報復之「向企業採取惡意行為」的之影響為負向關係。服務公平性之「分配公平性」構面與消費者報復之「向第三者機構抱怨與要求企業賠償」、「負面口碑宣傳」構面間的影響為負向關係。
二、 消費者的情緒調節會干擾服務公平性對消費者報復之影響，獲得部份成立。其中以「人際公平性」與「重新評價」的交互作用及「程序公平性」與「抑制」對「向第三者機構抱怨與要求企業賠償」均產生負向影響的關係。「人際公平性」與「重新評價」的交互作用對「負面口碑宣傳」產生負向影響的關係。
三、 不同消費者特徵的消費者在服務公平性認知有顯著差異，獲得部份成立。
四、 不同消費者特徵的消費者在消費者報復認知有顯著差異，獲得部份成立。
五、 不同消費者特徵的消費者在情緒調節有顯著差異，獲得部份成立。

關鍵字

情緒調節 ； 消費者報復 ； 服務公平性

並列摘要

As the service industry grows rapidly, living in such a competitive social environment, people also speed up their life pace as well. Their needs for time effectiveness and convenience have increased gradually. Convenience stores have become the good partners indispensable in daily life. For consumers, in the process when they are shopping in a convenience store, they often have frequent contacts with service personnel. Under different environments and situations, the services provided by service personnel will be different, too. Such differences will also enable consumers to assess their own rights through service fairness. When a consumer feels that the service is unfair, he/she may take related retaliatory actions, in order to protect his/her own right. Thus, this study has such motivation deriving from this, so as to explore the relationship among service fairness, customer retaliation and emotion regulation.
In this study, the enterprise target was the 7-ELEVEN Convenience Store. The subjects receiving the questionnaires were the college students at Chaoyang University of Technology. Convenience sampling was adopted in questionnaire distribution, and 300 copies of the questionnaire were distributed, in which 275 copies were recovered. After 27 invalid copies were excluded, the effective sample size was 248, and the effective recovery rate was 82.7%. In the aspect of data analysis, the explorations were made, through descriptive statistics analysis, reliability and validity analysis, exploratory factor analysis, t-test, one-way ANOVA and hierarchical multiple regression analysis.
The research findings indicated:
1. As for the hypothesis that service fairness has significant negative influence on customer retaliation, parts of it were tenable. Among them, negative correlation was found, regarding the influence of the dimension “Interpersonal Fairness” in service fairness on “taking malicious behavior against the enterprise” in customer retaliation. Negative correlation was found in the influence among the dimension “Allocation Fairness” in service fairness and the dimensions “complaining to the third-party institution and asking for compensation from the enterprise” and “negative word of mouth” in customer retaliation.
2. As for the hypothesis that consumers’ emotion regulation will interfere with the influence of service fairness on customer retaliation, parts of it were tenable. Among them, the interaction between “Interpersonal Fairness” and “Re-rating” as well as “Procedural Fairness” and “Inhibition” resulted in correlation of negative influence on “complaining to the third-party institution and asking for compensation from the enterprise”. The interaction between “Interpersonal Fairness” and “Re-rating” resulted in correlation of negative influence on “negative word of mouth”.
3. As for the hypothesis that consumers with different consumer characteristics have significant differences in cognition of service fairness, parts of it were tenable.
4. As for the hypothesis that consumers with different consumer characteristics have significant differences in cognition of customer retaliation, parts of it were tenable.
5. As for the hypothesis that consumers with different consumer characteristics have significant differences in emotion regulation, parts of it were tenable.

並列關鍵字

service fairness ； customer retaliation ； emotion regulation

參考文獻

17. 林建煌(2010)。消費者行為(三版)。臺北市：華泰文化事業股份有限公司。

25. 陳順宇(2005)。多變量分析(第四版)。臺北市：華泰文化事業股份有限公司。

5. Strongman, K.T. (1996)。情緒心理學(游恆山譯)。台北市：五南圖書出版有限公司。

7. 台灣經濟研究院產經資料庫(2010)。批發及零售業研究分析報告。檢自日期：2010年7月4日。檢自：http://tie.tier.org.tw/db/article/list.asp?code=IND29&ind_type=topind。

13. 李世彰(2002)。連鎖便利商店與都市住宅區居民日常生活關係之研究。未出版碩士論文，國立成功大學都市計畫學系，台南市。