公平基礎下之服務補救與服務失誤嚴重性對顧客關係維繫之影響－以國道長途客運爲例

The Effects of Justice-based Service Recovery and Service Failure Severity on Customer Relationship Maintenance: Evidence from Long-distance Bus Services on National Freeway

程永明(Yung-Ming Cheng)

《顧客滿意學刊》 6卷2期 (2010/09) Pp. 203-243

https://doi.org/10.30066/JCS.201009.0003

摘要

企業在服務傳遞的過程中免不了會出錯，但是，如果能及時提供適當的服務補救措施，就可以減少顧客抱怨，提昇顧客服務補救後之滿意度，進而避免顧客流失。依據相關理論與文獻探討，本研究建構一個路徑分析模型以探究「公平基礎下之服務補救」、「補救後顧客滿意度」、「企業形象」、「關係品質」與「顧客忠誠度」等構面間之前後影響關係，並檢驗「服務失誤嚴重性」是否會對研究架構中各構面間之影響關係產生干擾效果。本研究以往來台北與高雄間之國道長途客運旅客爲受訪對象，共發放600份問卷，合計有效回收問卷爲461份，有效回收率爲76.83%。本研究採結構方程模式做爲驗證模式配適度之分析工具。研究結果顯示：首先，若國道長途客運公司能提供令顧客感覺公平之服務補救，將能有效提高顧客於該公司提供服務補救後之滿意度，且該公司之企業形象亦會隨之提昇，此不但能促進該公司與其顧客間之關係更加緊密，進而更能有效提高其顧客之忠誠度。其次，「服務失誤嚴重性」對研究架構中部份構面關係造成顯著的干擾效果。

關鍵字

公平基礎下之服務補救 ； 服務失誤嚴重性 ； 顧客關係維繫 ； 補救後顧客滿意度 ； 企業形象

並列摘要

An enterprise may unavoidably make some careless mistakes during the process of service delivery, but if it can timely provide the fitting actions of service recovery, it will be able to reduce customer complaints, further enhance the customers' post-recovery satisfaction, and prevent the customers from betraying the organization. According to the related literature reviews, this study constructed a path analytical model to explore the relationships among justice-based service recovery, post-recovery customer satisfaction, corporate image, relationship quality, and customer loyalty, and further took service failure severity as the moderator to test for moderating effects on the relationships among foregoing constructs. The respondents involved in this study were the long-distance bus passengers that traveled between Taipei and Kaohsiung through National Freeway. A total of 600 passengers were sampled, a total of 461 responses were deemed usable for the analyses, a 76.83% usable response rate. This study took structural equation modeling (SEM) as the tool to test and verify the fitness of the model. The results are summarized as follows. Firstly, if the long-distance bus companies can implement the fitting actions of justice-based service recovery, these actions will be able to promote their customers' post-recovery satisfaction and their corporate image, and further enhance their customer loyalty by the quality relationships between these companies and their customers. Secondly, this study shows that service failure severity, as the moderator, has significant moderating effects on partial relationships among research constructs.

並列關鍵字

Justice-based Service Recovery ； Service Failure Severity ； Customer Relationship Maintenance ； Post-recovery Customer Satisfaction ； Corporate Image

參考文獻

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