宅配服務失誤、服務補救與顧客滿意度之研究

The Study of Service Failure, Service Recovery, and Customer Satisfaction in Delivery

沈信諭(Hsin-Yu Shen)

指導教授 ： 林孟璋

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

宅配於1999年引進台灣至今約二十多年，近年來網路購物、電視購物與團購風氣盛行，因而帶動宅配產業在台灣快速成長，而至今有關宅配產業服務失誤之研究很少，任何產業在提供消費者服務時，多少會有失誤的情況發生，因此本研究目的是以宅配業，來探討服務失誤、服務補救、補救前與補救後顧客滿意度之間的相關性。本研究以消費者之觀點深入分析，以了解消費者所遭遇到服務失誤之情形，當服務失誤發生時對服務補救之影響，與企業所採取的補救行動對補救後顧客滿意度之影響，及企業在服務失誤發生後對補救後顧客滿意之影響，並且希望了解企業在服務失誤發生後，未採取補救行動之前對顧客意度之影響。

本研究主要以文獻及問卷調查來進行研究，問卷發放採取便利抽樣方式，共發放450份問卷，回收398份。透過填答者填答之內容來探討服務失誤、服務補救、顧客滿意不同構念間的關係。並利用因素分析萃取出各構面之因素並以單因子變異數分析、Pearson相關分析及路徑分析等方法檢定所探討之研究假說。

研究結果發現：不同消費者的背景因素在服務失誤、服務補救、補救前顧客滿意與補救後顧客滿意有顯著差異；不同服務失誤類型對不同的服務補救措施有正向顯著影響；不同服務補救措施對補救後顧客滿意有正向顯著影響；不同服務失誤類型對補救後顧客滿意有正向顯著影響；不同服務失誤類型對補救前顧客滿意有正向顯著影響。

本研究希望補足宅配服務失誤與服務補救，相關研究在學術上之不足，並提供宅配業者在服務失誤發生，後續補救行動之參考與建議及如何維持或提高補救前與補救後顧客滿意度。

關鍵字

服務補救 ； 顧客滿意度 ； 服務失誤 ； 宅配 ； 路徑分析

並列摘要

Delivery in 1999, about twenty years since the introduction of Taiwan in recent years, online shopping, TV shopping and group-buying, a common practice, and thus promote delivery fast growing industry in Taiwan, so far, the failure of service delivery industry, little research on any industry in the provision of consumer services, how many there will be mistakes happen, so the purpose of this study is based on the delivery services, to explore the service failure, service recovery, correlation between before remediation and after remediation customer satisfaction. The study is the consumer''s point of view in-depth analysis to understand the consumers encounter service failure situation, when service failure occurs, the impact of service recovery, and enterprises to take remedial action to effects of after remediation customer satisfaction, and enterprises after the service failure occurs to the impact of after remediation customer satisfaction, and want to understand the enterprises in the service failure occurred, failed to take remedial action before to the impact of on the customer satisfaction.
This study questionnaire surveys the literature and to study, questionnaires to convenience sampling method, a total of 450 questionnaires, 398 were recovered. Through Tianda to explore the contents of those Tianda service failure, service recovery, customer satisfaction relationship between the different agencies Memorial. And the use of factor analysis extracted factors and the dimensions of a single-factor analysis of variance, Pearson correlation analysis and path analysis methods such as verification of the hypothesis of the study.
The results showed：The different background factors consumer in service failure, service recovery, before remedy of customer satisfaction, after remedy of customer satisfaction with the significant differences.；The different service failure type to the different service recovery treatment has the forward remarkable influence.；The different service recovery treatment to after remedy of customer satisfaction has the forward remarkable influence.；The different service failure type to after remedy of customer satisfaction has the forward remarkable influence.；The different service failure type to before remedy of customer satisfaction has the forward remarkable influence.
This study is to complement the delivery service failure and service recovery, related to the lack of academic research, and provides delivery services in the service failure occurred, follow-up recovery action reference and recommend and how to maintain or improve before recovering and after recovering the customer satisfaction.

並列關鍵字

customer satisfaction ； path analysis ； delivery ； service recovery ； service failure

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