服務品質、服務補救與消費者態度關係之實證研究-以整合型通路業為例

An Empirical Study for Service Quality, Service Recovery and Consumer’s Attitude

蘇世裕(Shih-Yu Su)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2018年)

https://doi.org/10.6840/cycu201800867

摘要

在服務傳遞的過程中，一旦產生服務失誤，消費者很可能尌會有抱怨的行為。對於任何一家公司而言，擁有重購性的消費者是很重要的，因增加新消費者的成本是保留原有的消費者的四倍~五倍之間，所以一個好的服務補救可以把原本失望又憤怒的消費者，回復到較為帄和、甚至是滿意的狀態；同時好的服務補救會讓消費者更加相信公司的危機處理的效率。 本研究宗旨在了解消費者對於整合性通路的服務品質水準、服務失誤水準、服務補救與消費者態度意向，並探討認知的服務品質、服務失誤以及服務補救與消費者態度的關係。 本研究使用SPSS統計軟體進行資料統計分析，其研究方法為敘述性統計、迴歸分析，共寄發問卷300份問卷，總計回收有效問卷200份，經分析後發現：
針對經銷商所遭遇的服務失誤做區分，以便驗證A公司所提供的服務補救是能確實達到消費者的滿意度，且由實證驗證結果為經銷商認為開始服務品質方面做得越佳，對於服務滿意度越有幫助，反而服務補救對於服務滿意度的關聯較小，主因經銷商對於公司在服務失誤發生前能夠做好服務品質，可避免再發生服務失誤。
以迴歸分析來檢驗服務層面對服務滿意度實際情形。由標準化之迴歸係數可得知當技術專線較佳時，有提昇服務滿意度之實際情形之作用，主因技術專線大部分能立即解決客戶問題，優於客服專線主要在傾聽客戶抱怨與傳達的功能，且也優於門市與總部直接送修處理的複雜度，最後也於呼應文獻中Firnstahl(1989)指出顧客希望前線人員即被授與解決問題的能力，尌像客戶進電於技術專線，希望的是能當下能解決客戶的問題。
關鍵字：服務品質、服務補救、消費者行為、整合性通路。

關鍵字

服務品質 ； 服務補救 ； 消費者態度

並列摘要

As far as service delivery is concerned, once a service failure occurs, customers may complain. For a company, it is crucial to retain customers with repeat purchases behavior because the cost for a new customer is between 4 to 5 times higher than retaining the original ones. Therefore, a good service recovery can restore the emotion of disappointed and angry customers to be peaceful and satisfied; at the same time, customers would be more confident in the efficacy of crisis management the company made.
The research aimed to understand customers’ expectations towards integrated channel regarding service quality level, service failure level and service recovery and customer intention and also to discuss cognitive components of service quality, service failure and the connection between service recovery and customer attitudes.
Statistical Product and Service Solutions (SPSS) was applied to conduct dada analysis, and Descriptive Statistics and Regression Analysis were the research methods. 300 questionnaires were sent and 200 returned ones were effective. After analysis, the result showed as the followings.
Service failure dealers experienced was distinguished to verify whether or not service recovery from the A company could satisfy the customers’ expectations. In addition, through Empirical validation the results showed that from the dealers’ point of view, the better the initial service quality is, the higher satisfaction from customers will be given; conversely, service recovery has smaller impact to the customers and high service quality can prevent service failure from occurring again.
Regression Analysis was applied to examine the actual impact of service level to service satisfaction. The Standardized Regression Coefficients showed that the better the telephone technical support is, the higher satisfaction is given because the support immediately solves the customers’ problems that is better than customer service which function is listening to complaint and conveying messages and is also simpler than problematic products repaired at the headquarter. As Firnstahl (1989) indicated that customers expect to be served by the frontline staff with competence of immediate problem solving. When they phone for technical support, their expectations should be satisfied.
Keywords: Service Quality, Service Recovery, Consumer Behavior, Integrated Channel.

並列關鍵字

Service Quality ； Service Recovery ； Consumer’s Attitude

參考文獻

參考文獻(英文)

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