關係屬性、歸因與涉入對服務補救期望之影響－以航空業為例

The Influence of Relationship Attribute, Attribution and Involvement on Service Recovery Expectation-A Study of Airline Industry

方世榮(Shyn-Rong Fang) ； 彭彥群(Yan-Chiun Peng)

《行銷評論》 1卷2期 (2004/12) Pp. 31-52

https://doi.org/10.29931/MR.200412.0002

摘要

由於服務具有無形性、不可分割性、變異性與無法儲存等特性，造成業者在經營過程中的高度不確定性。企業所提供之服務一旦發生失誤，就會使消費者對企業產生負面的反應，所以企業必須正視服務補救的重要性。然而，要讓服務補救達到最大效用，就必須瞭解顧客對補救的期望。本研究從關係屬性、歸因與涉入三個構面，探討對服務補救期望的影響，並將補救績效的品質作為服務補救期望與補救後滿意度間關係之干擾因素。本研究以航空業作為調查對象，實證研究發現，關係屬性部份影響服務補救期望，歸因對服務補救期望有顯著的正向影響，涉入對服務補救期望有顯著的正向影響，服務補救期望對補救後的滿意度有顯影響。最後，本研究依據實證分析結果提出結論、建議。

關鍵字

關係屬性 ； 歸因 ； 涉入 ； 服務補救期望

並列摘要

Because of characteristics of the service industry such as intangibility, inseparability, variability, and perishability, it makes service provider to face highly uncertain. Once the service failure happened, consumers will have negative reaction. So companies must regard the service recovery as importance. However, if companies want to have the maximal utility of service recovery, they must understand customers' service recovery expectations. This study examines the relationships between the relationship attribute, attribution, involvement and service recovery expectation. Besides, this study also explored the interaction between customers' service recovery expectations and quality of recovery performance in determining customers' satisfaction after recovery. This study is conducted in the airline industry and obtained the following results: relationship attribute partial effects service recovery expectation; attribution has a positive effect on the service recovery expectation; involvement has a positive effect on the service recovery expectation; service recovery expectation has a negative effect on the satisfaction after recovery. Finally, some discussion and suggestions are provided.

並列關鍵字

relationship attribute ； attribution ； involvement ； service recovery expectation

參考文獻

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