Title

以知覺公平觀點探討網購心理契約違背、服務補救對消費者滿意度及重複購買意願之影響

Translated Titles

The Impact of Psychological Contract Violation and Service Recovery Strategy on Consumer Satisfaction and Repurchase Intention from the Perceived Justice Perspective

DOI

10.6845/NCHU.2012.01125

Authors

詹濡銀

Key Words

心理契約違反 ; 知覺公平 ; 服務補救策略 ; 再購買意願 ; PCV ; Perceived Justice ; Recovery Strategy ; Satisfaction with Recovery ; Repurchase Intention, and WOM.

PublicationName

中興大學科技管理研究所學位論文

Volume or Term/Year and Month of Publication

2012年

Academic Degree Category

碩士

Advisor

鄭菲菲

Content Language

英文

Chinese Abstract

近年來,由於網際網路的使用,造就網路交易行為的蓬勃發展。但是根據研究指出,在網路交易平台中,消費者擁有較低的轉換成本,故當消費者知覺到服務失敗,很容易就改變心意嘗試與其他賣家交易。因此網路賣家不得不建構完善的服務補救策略,來保留原來的消費者。 本研究以心理契約違背理論來探討網路雙方交易關係,根據研究指出造成個別賣家心理契約違反的因素有詐騙、產品不實、不履行契約、延遲交貨、失敗的產品保證和付款政策(Pavlou & Gefen, 2005)。本研究探討網路交易環境中,心理契約違反項目和服務補救策略對消費者知覺公平的影響,透過6項心理契約違反項目與6種網路常見服務補救策略設計出20種情境之實驗設計,並以知覺公平理論來衡量賣方執行服務補救後對消費者滿意度和再購買意願的影響。共蒐集983份有效樣本以進行假說驗證。 分析結果發現,不同的心理契約違反項目在消費者的三種知覺公平(分配、程序、互動公平)上皆呈現顯著差異,其中又以詐騙所導致之知覺公平最低。此外,不同服務補救策略亦會造成不同的公平知覺,其中又以單純道歉補救所造成之公平知覺最低。最後,針對不同心理契約違反發生,發展出提高消費者的知覺公平的最佳服務補救策略,以幫助網路賣家瞭解網路消費者所認知的心理契約違背和服務補救策略,提升服務品質,避免消費者不滿意而不願再購買,增加消費者滿意度。

English Abstract

Electronic commerce has been the rapid development recently. Internet becomes trading platform. When consumers perceived service failure with someone sellers, it is easy to change their mind trying to deal with other sellers. Therefore, if service fault, the seller have to build a sound network of service recovery strategies to retain the consumers. In this study, try to adopt psychological contract theory to explore online transaction relationship between the buyers and sellers. According to research show that the factors of psychological contract violation for the individual seller such as fraud, product misrepresentation, contract default, product late delivery, failure of product guarantees and payment police (Pavlou & Gefen, 2005). The objective of is study is to examine the influence of psychological contract violation (PCV) and service recovery strategy on Internet consumers’ perceived justice. This study measured the buyer's perceived justice when trading process by six type’s variables of psychological contract violation. Adopt perceived justice theory to measure service recovery from sellers how to affect consumer repurchase intention and satisfaction with recovery. Results from 449 valid sample revealed significant main effect of PCV and service recovery strategy on perceived justice. Fraud will cause the lowest level of perceived justice. In addition, apology is the worst service recovery strategy. Finally, to propose for seller the best service recovery strategies were suggested to deal with different psychological contract violation conditions to cause the highest level of perceived justice.

Topic Category 管理學院 > 科技管理研究所
社會科學 > 管理學
Reference
  1. Adams, J. S. (1966). Inequity in social exchange. ADVANCES IN EXPERIMENTAL SOCIAL PSYCHOLOGY, 2, 267.
    連結:
  2. Amy, K. S. R., N.B.; and Janet, W. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36, 356-372.
    連結:
  3. Argyris, C. (1960). Understanding organizational behavior. Oxford, England: Dorsey.
    連結:
  4. Austin, W. G. (1979). Justice, freedom and self-interest in intergroup relatiobs William G. Austin and S. Worchel, eds. Belmont, CA: Brooks/Cole.
    連結:
  5. Bennis, W. G. S., E. H. (1965). Personal and Organizational Change Through Group Methods: the Laboratory Approach. (Schein, Edgar H.,Bennis, Warren G.).
    連結:
  6. Berry, K. S. a. L. L. (1998). Service Fairness: What It Is and Why It Matters. The Academy of Management Executive 12(2), 8-20.
    連結:
  7. Bitner, M. J., Bernard H. Booms, and Mary Stanfield Tetreault. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54(1), 71-84.
    連結:
  8. Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1993). The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69(4), 399-428. doi: 10.1016/0022-4359(93)90015-b
    連結:
  9. Chandrashekaran, T. S. S. a. M. (1992). consumer decision-making following a failed service encounter: Apilot study. journal of consumer satisfaction/ dissatisfaction and complaining behavior, 5, 55-68.
    連結:
  10. Chia-Hui Yen, H.-P. L. (2008). Factors influencing online auction repurchase intention. Internet Researc, 18(1), 7-25. doi: 0.1108/10662240810849568
    連結:
  11. Clemmer, E. C., & , & Schneider, B. (1996). Fair service. Advances in services marketing and management, 5, 109-126.
    連結:
  12. Coyle-Shapiro, J., & Kessler, I. (2000). Consequences Of The Psychological Contract For The Employment Relationship: A Large Scale Survey*. Journal of Management Studies, 37(7), 903-930. doi: 10.1111/1467-6486.00210
    連結:
  13. Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research 11, 496-499.
    連結:
  14. Gilly, M. C. (1987). Postcomplaint Processes: From Organizational Response to Repurchase Behavior. Journal of Consumer Affairs, 21(2), 293-213. doi: 10.1111/j.1745-6606.1987.tb00204.x
    連結:
  15. Goodwin, C., & Ross, I. (1990). Consumer Evaluations of Responses to Complaints: What's Fair and Why. The Journal of Services Marketing, 4(3), 53-53.
    連結:
  16. Goodwin, C., & Ross, I. (1992). Consumer responses to service failures: Influence of procedural and interactional fairness perceptions. Journal of Business Research, 25(2), 149-163. doi: 10.1016/0148-2963(92)90014-3
    連結:
  17. Greenberg, J. (1990). Organizational Justice: Yesterday, Today, and Tomorrow. [Article]. Journal of Management, 16(2), 399.
    連結:
  18. Gregg, D. G., & Scott, J. E. (2008). A TYPOLOGY of COMPLAINTS ABOUT EBAY SELLERS. [Article]. Communications of the ACM, 51(4), 69-74. doi: 10.1145/1330311.1330326
    連結:
  19. Gronroos, C. (1988). Service quality: the six criteria of good perceived service quality. Review of Business, 9(3).
    連結:
  20. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
    連結:
  21. Herriot, P., Manning, W. E. G., & Kidd, J. M. (1997). The Content of the Psychological Contract. British Journal of Management, 8(2), 151-162. doi: 10.1111/1467-8551.0047
    連結:
  22. Huppertz, J. W., Arenson, S. J., & Evans, R. H. (1978). An Application of Equity Theory to Buyer-Seller Exchange Situations. Journal of Marketing Research, 15(2), 250-260.
    連結:
  23. Judi McLean Parks, D. L. K., Daniel G. Gallagher. (1998). Fitting square pegs into round holes: mapping the domain of contingent work arrangements onto the psychological contract. Journal of Organizational Behavior, 19(1), 697-730. doi: 10.1002/(SICI)1099-1379(1998)19:1+<697::AID-JOB974>3.0.CO;2-I
    連結:
  24. K. Douglas Hoffman, S. W. K., Holly M. Rotalsky,. (1995). Tracking service failures and employee recovery efforts. Journal of Services Marketing, 9(2), 49-61. doi: 10.1108/08876049510086017 (Permanent URL)
    連結:
  25. Kelley, S., & Davis, M. (1994). Antecedents to customer expectations for service recovery. Journal of the Academy of Marketing Science, 22(1), 52-61. doi: 10.1177/0092070394221005
    連結:
  26. Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failures and recoveries. Journal of Retailing, 69(4), 429-452. doi: 10.1016/0022-4359(93)90016-c
    連結:
  27. Kotler, A. R. A. P. (1996). Strategic marketing for nonprofit organizations.
    連結:
  28. Kotter, J. P. (1973). The Psychological Contract: Managing the Joining-Up Process. [Article]. California Management Review, 15(3), 91-99.
    連結:
  29. Kuo, Y.-F., Yen, S.-T., & Chen, L.-H. (2011). Online auction service failures in Taiwan: Typologies and recovery strategies. Electronic Commerce Research and Applications, 10(2), 183-193. doi: 10.1016/j.elerap.2009.09.003
    連結:
  30. Lapidus, R. S., & Pinkerton, L. (1995). Customer Complaint Situations: An Equity Theory Perspective. Psychology & Marketing (1986-1998), 12(2), 105-105.
    連結:
  31. Levesque, T. J., & McDougall, G. H. G. (2000). Service Problems and Recovery Strategies: An Experiment. Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration, 17(1), 20-37. doi: 10.1111/j.1936-4490.2000.tb00204.x
    連結:
  32. Liao, H. (2007). Do it right this time: The role of employee service recovery performance in customer-perceived justice and customer loyalty after service failures. Journal of Applied Psychology, 92(2), 475.
    連結:
  33. Lukas P. Forbes, S. W. K., K. Douglas Hoffman,. (2005). Typologies of e-commerce retail failures and recovery strategies. Journal of Services Marketing, 19(5), 280-292.
    連結:
  34. Maxham Iii, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24. doi: 10.1016/s0148-2963(00)00114-4
    連結:
  35. Maxham Iii, J. G., & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent. Journal of Retailing, 78(4), 239-252. doi: 10.1016/s0022-4359(02)00100-8
    連結:
  36. Michael A. McCollough, L. L. B. a. M. S. Y. (2000). An Empirical Investigation of Customer Satisfaction after Service Failure and Recovery. Journal of Service Research, 3(2), 121-137. doi: 10.1177/109467050032002
    連結:
  37. Michel, S. (2001). Analyzing service failures and recoveries: a process approach. International Journal of Service Industry Management, 12(1), 20-33. doi: 10.1108/09564230110382754 (Permanent URL)
    連結:
  38. Morrison, E. W. R., Sandra L. (1997). When Employees Feel Betrayed: A Model of How Psychological Contract Violation Develops. The Academy of Management Review, 22(1), 226-256.
    連結:
  39. Pavlou, P. A., & Gefen, D. (2005). Psychological Contract Violation in Online Marketplaces: Antecedents, Consequences, and Moderating Role. [Article]. Information Systems Research, 16(4), 372-399. doi: 10.1287/isre.1050.0065
    連結:
  40. Richard A. Spreng, G. D. H., Robert D. Mackoy. (1995). Service recovery: Impact on satisfaction and intentions. Journal of Services Marketing, 9(1), 15-23. doi: 10.1108/08876049510079853 (Permanent URL)
    連結:
  41. Robinson, S. L. (2000). The development of psychological contract breach and violation: A longitudinal study. Journal of Organizational Behavior, 21(5), 525.
    連結:
  42. Robinson, S. L., & Morrison, E. W. (1995). Psychological contracts and OCB: The effect of unfulfilled obligations on civic virtue behavior. Journal of Organizational Behavior, 16(3), 289-298. doi: 10.1002/job.4030160309
    連結:
  43. Robinson, S. L., & Rousseau, D. M. (1994). Violating the psychological contract: Not the exception but the norm. Journal of Organizational Behavior, 15(3), 245-259. doi: 10.1002/job.4030150306
    連結:
  44. Robinson, S. L., & Wolfe Morrison, E. (2000). The development of psychological contract breach and violation: a longitudinal study. Journal of Organizational Behavior, 21(5), 525-546. doi: 10.1002/1099-1379(200008)21:5<525::aid-job40>3.0.co;2-t
    連結:
  45. Rousseau, D. M. (1989). Psychological and implied contracts in organizations. Employee Responsibilities and Rights Journal, 2(2), 121-139. doi: 10.1007/bf01384942
    連結:
  46. Rousseau, D. M. (1990). New hire perceptions of their own and their employer's obligations: A study of psychological contracts. Journal of Organizational Behavior, 11(5), 389.
    連結:
  47. Rousseau, D. M. (1995). Psychological contracts in organizations: Understanding written and unwritten agreements. Thousand Oaks, CA:Sage.
    連結:
  48. Schein, E. H. (1978). Organizational psychology. Englewood Cliffs:Prentice-Hall.
    連結:
  49. Schweikhart SB., S. S., Kennedy MR. (1993). Service recovery in health services organizations., 38(1), 3-21.
    連結:
  50. Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery. Journal of Marketing Research, 36(3), 356-372.
    連結:
  51. Swan, R. L. O. a. J. E. (1989). Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach. Journal of Marketing, 53(2), 21-35.
    連結:
  52. Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. The Journal of Marketing, 62(2), 60-76.
    連結:
  53. Tor Wallin, A. (2001). From disgust to delight: Do customers hold a grudge? Journal of Service Research : JSR, 4(1), 39-49.
    連結:
  54. Wirtz, J., & Mattila, A. S. (2004). Consumer responses to compensation, speed of recovery and apology after a service failure. International Journal of Service Industry Management, 15(2), 150-166.
    連結:
  55. Bejou, D., Ennew, C. T., & Palmer, A. (1998). Trust, ethics and relationship satisfaction. The International Journal of Bank Marketing, 16(4), 170-175.
  56. Blackwell, D., Miniard PW and Engel JF (2001). consumer behavior. 9th Ed, Harcourt, Inc.
  57. Engel, J. F., Blackwell, R. D., & Kegerreis, R. J. (1969). How Information Is Used to Adopt an Innovation. [Article]. Journal of Advertising Research, 9(4), 3-8.
  58. Firnstahl, T. W. (1989). My Employees Are My Service Guarantee. Harvard Business Review 67(4), 28-34.
  59. Hart, C. W. L. (1990). The profitable art of service recovery. Harvard Business Review, 68(4), 148.
  60. Levinson, H., Price, C. R., Munden, K. J. and Solley, C. M. (Ed.). (1962). Men, Management and Mental Health. Harvard University Press,Cambridge, MA.
  61. Macneil, I. R. (1985). Relational contract: what we do and do not know. Wisconsin Law Review, 483.
  62. Miller, J. L., Craighead, C. W., & Karwan, K. R. (2000). Service recovery: a framework and empirical investigation. Journal of Operations Management, 18(4), 387-400. doi: 10.1016/s0272-6963(00)00032-2
  63. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  64. Zemke, R., & Bell, C. (1990). Service Recovery: Doing It Right the Second Time. Training, 27(6), 42-42.