探討服務補救與知覺公平、補救後滿意度及口碑之關聯性

Exploring the Relationship Between Service Recovery, Perceived Justice, Recovery Satisfaction and Word-of-Mouth

梁晏朧(YAN-LONG LIANG)

指導教授 ： 楊凱富

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2020年)

摘要

近年來，服務業的時代來臨。隨著經濟的成長，國民所得提高，導致外食人口的增加。這樣的趨勢使然，直接帶動了速食業的蓬勃發展。但隨著消費意識的提升，消費者對於服務的品質與體驗越來越注重。在這樣的情況下，業者需致力於滿足顧客的需求，將服務做到盡善盡美。
本研究流程首先收集服務補救、知覺公平、補救後滿意度及口碑之相關文獻後，整理歸納了各變項之衡量構面。在研究結果發現當服務失誤產生時，經由速食店內部人員清楚傳達問題的產生及提出解決方法，可以有效提升客人服務的滿意度；另外，當服務補救做得完善時，對於知覺公平會有正面影響，也可以提升補救後的滿意度及口碑。

關鍵字

服務補救 ； 知覺公平 ； 補救後滿意度 ； 口碑

並列摘要

In recent years, the era of the service industry has come. As the economy has grown, national income has also been rising, leading to an increase in the number of people eating out. This trend has directly driven the rapid development of the fast food industry. However, with an increase in consumer awareness, consumers are paying more attention to the quality and experience of the services. Under such circumstances, companies need to devote to satisfying the needs of customers and perfecting the way that services are offered.
This research process first collects relevant literature on service recovery, perceived justice, recovery satisfaction, and word-of-mouth, and then summarizes the measurement aspects of each variable. The results of the study will show that when service failures occur, the staff of a fast food restaurant clearly communicates the occurrence of the problem and proposes solutions. This can greatly improve the satisfaction of the guest service. In addition, when the service recovery is done well, there will be a positive in perceived justice and can increase recovery satisfaction and word-of-mouth.

並列關鍵字

Service Recovery ； Perceived Justice ； Recovery Satisfaction ； WOM

參考文獻

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Bartlett, M. S. (1951). A further note on tests of significance in factor analysis. British Journal of Mathematical and Statistical Psychology, 4(1), 1-2.

BBC (2016). One in six young people eat fast food 'twice a day'. BBC. Retrieved from: https://www.bbc.com/news/health-37511554

Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, 73(2), 185-210. doi:https://doi.org/10.1016/S0022-4359(97)90003-8

Bloemer, J., & Odekerken-Schroder, G. (2002). Store satisfaction and store loyalty explained by customer-and store-related factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 68.