服務補救與顧客情感、社會與功能價值的結構關係研究－以旅館業為例

Examining the Structural Relationship among Service Recovery, Customer Emotional, Social and Functional Value in Hotel Industry

張宏生(Hong-Sheng Chang)

《經營管理論叢》 3卷1期 (2007/06) Pp. 43-61

https://doi.org/10.6872/OMR.200706_3(1).0004

摘要

本研究目的旨在透過知覺公平的中介效果，探討服務補救與顧客情感、社會與功能價值之間的結構關係，並進一步探索其調節變數，包括服務失誤類型、失誤嚴重性與歸因。吾人透過具有高信度與效度之量表，以問卷訪談方式蒐集樣本資料，並進一步透過結構方程式分析。結果發現，服務補救對知覺公平有正向的影響，其中心理面服務補救對互動與程序公平有正向的影響，而實質面服務補救對對分配公平有正向的影響。另外，知覺公平對顧客知覺價值亦有正向影響，其中互動公平對情感價值有正向的影響，程序公平對社會價值有正向的影響，而分配公平對功能價值有正向影響。再者，在服務補救與知覺公平之間的調節變數方面，本研究發現，過程型失誤下，心理面服務補救對知覺公平有較正面的影響；在結果型失誤下，實質面服務補救對知覺公平有較正面的影響；在失誤愈嚴重時，心理面與實質面補救皆對知覺公平有正向影響；最後，當失誤可歸因於企業時，則心理面服務補救對知覺公平有較正面的影響。實務上，建議管理者可以採用最佳化投資於攸關的服務補救措施，以提昇相對應的知覺公平與顧客價值。

關鍵字

服務補救 ； 情感價值 ； 社會價值 ； 功能價值

並列摘要

The purpose of this work is to elucidate how service recovery, perceived justice and customer emotional, social and functional value are related, and explores the modulation effect of this structural relationship. Samples were collected using the questionnaire, which had been assessed the quality of our measurement efforts by investigating reliability and validity. The findings are as follows: perceived justice found to be positively affected by service recovery. Psychology service recovery positively influenced interactive and processing justice. And tangible service recovery positively affected distributive justice. Furthermore, customer value found to be affected by perceived justice. Interactive justice influenced emotional value. Processing justice affected social value. And distributive justice influenced functional value. Finally, exactly service failure types and attribution found to be the modulation variables between service recovery and perceived justice. In practice, hotel managers can hone the relevant service recovery approach and optimize investments to increase customer value.

並列關鍵字

Service Recovery ； Emotional Value ； Social Value ； Functional Value