服務補救、知覺公平對顧客滿意度與忠誠度效果之研究

A STUDY OF CUSTOMER SATISFACTION AND LOYALTY WITH SERVICE RECOVERY AND PERCEIVED JUSTICE

彭冠勳(Kuan-Hsun Peng)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

現今企業在追求產品品質卓越的背後，還必須研究如何提供更適合顧客的服務，除了產品銷售前的服務外，也包含著如何藉由良好的售後服務以維持顧客的忠誠。良好的售後服務包括了服務補救這個重要的課題，顧客通常對服務失誤十分敏感，因此對於組織來說，補救的結果是否有效是非常重要的，即企業在發生服務失誤時，應該如何補救以挽回劣勢。
本研究藉由Smith, Bolton and Wagner 整合知覺公平的模型為基礎，並以汽車銷售業為研究對象，找出透過知覺公平而增加顧客滿意度以及顧客忠誠度的服務補救方式，探討在購買新車後，保固範圍內，當廠商所提供的汽車產品發生故障時，消費者對於不同的補救方式而對其整體滿意度與忠誠度所產生的不同影響。
本研究結果發現：(1)服務補償中的賠償對於知覺公平中的分配公平具有顯著的正相關；(2)服務賠償中的速度對於知覺公平中的程序公平具有顯著的正相關；(3)服務補償中的道歉與主動皆對於知覺公平中的互動公平具有顯著的正相關；(4)分配公平、程序公平與互動公平皆對於顧客滿意度具有顯著的正相關；(5)顧客滿意度對於忠誠度有顯著的正相關。

關鍵字

服務補償、知覺公平、顧客滿意度、顧客忠誠度

並列摘要

For businesses, both achieving high quality of products and providing adequate services can make them jump out to the lead. Services can be classified into two different ways, before-sales and after-sales services. One critical issue of after-sales services is failure recovery. Customers often react strongly to service failures, so offering an effective recovery is a critical issue for organizations.
The car industry is evolving from the original west Europe market, the America market, and the Japan market, to the markets nowadays as China. Now the competition in car industry is very tough. Globalization can be seen everywhere that all the firms want to get higher revenue with lower cost and better workpeople. In the age of internet technology, customers can get product information very soon, and the information is so clear that it’s easy to determine which firm is the worse. So not only quality and price are very important to businesses, service also means obviously.
Although prior studies on recovery, mostly theoretical, are sufficient, the researches with demonstrations are quite a few. Based on the model of Smith, Bolton, and Wagner (1999) and the car industry, this study indicates how service recoveries influence customer satisfaction and loyalty through perceived justice.
The major findings of this study are as follows: (1) compensation positively has a positive effect on distributive justice; (2) speed has a positive effect on procedural justice; (3) both apology and initiation have positive effects on interactional justice; (4) distributive justice, procedural justice and interactional justice all have positive effects on customer satisfaction; (5) customer satisfaction has a positive effect on customer loyalty.
Keywords: failure recovery, customer satisfaction, customer loyalty.

並列關鍵字

failure recovery ； customer satisfaction ； customer loyalty

參考文獻

Adams, J. Stacy. “Inequity in Social Exchange." in Advances in Experimental Social Psychology, New York: Academic Press 2, Leonard Berkowitz. ed., (1965): 267-99.

Anderson, James C. and David W. Gerbing. “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.” Psychological Bulletin 103, no.3, (1988): 411- 423.

Anderson, R. E. and S. S. Srinivasan. “E-Satisfaction and E-Loyalty: A Contingency Framework.” Psychology and Marketing 20, no.2, (2003):134.

and Debra L. Shapiro. "Interactional Fairness Judgments: The Influence of Causal Accounts." Social Justice Research 1, no.2, (1987): 199-218.

Bitner, Mary Jo, Bernard H. Booms, and Mary Stanfield Tetreault. “The Service Encounter Diagnosing Favorable and Unfavorable Incidents.” Journal of Marketing 54, (January 1990): 71-84.