過去有關服務失誤與補救措施方面的相關文獻相當豐碩,然多數研究假設前提是認定服務補救措施是有效的,較少著墨於若服務補救措施非符合顧客期望時,公司應該如何再補救,而這種服務失誤又補救失誤的情況,稱為「雙重誤差」(Binter et al., 1990)。Fern and Johnston (1999)研究:若能於第一次服務補救失誤後,進行有效的補救措施,是有機會能挽留顧客。因此,在此「雙重誤差」情況之下,顧客對於服務補救措施的期望為何,確有其研究之必要。 根據上述研究動機與目的,本研究以「雙重誤差」為前提,採實驗設計與問卷方式進行二階段研究設計。首先第一階段藉由虛擬情境問卷去瞭解受試者的抱怨行為與失誤嚴重性,亦同時透過腳本分析得到顧客對於服務補救步驟之看法。接著在第二階段採2*2實驗設計,依照嚴重性高、低與正、負向失驗操弄出四種服務補救腳本,藉以驗證受試者期望腳本差異對於知覺反應之影響。 本研究結果得到結論為:(一)、服務失誤嚴重性與抱怨行為強度正相關;(二)、運用認知腳本分析,可將顧客正、負向失驗之補救措施操作化;(三)、服務補救腳本期望失驗對顧客滿意度有正向影響效果;(四)、服務補救知覺反應與補救後滿意度呈現顯著相關。
Although the literature related to service failure and the recovery institution was plentiful in the past, the most of research assumption had the same premise that service recovery institution was effective and less inklings to how the company recovered again if the service recovery institution was under the customer expectation. This kind of recovery failure after service failure is called “double deviation” (Binter et al., 1990). Fern and Johnston (1999) consider that if firms take the effective recovery method after the first service failure, it may retain the customer in the future. Therefore, the expected service recovery in the double deviation is necessary to investigate. According to research motive and the goal of the above, this research took “double deviation” as a premise, using the experimental design and the questionnaire to carry on two stages of the research design. The first step is to realize the complaint behaviors from the participants and the severity of failure by the questionnaire on the virtual situation and to obtain how the customer thinks about the service recovery by script analysis. At the second step, we use 2*2 experimental design to manipulate four scripts of recovery service with the order of severity and disconfirmation so that we can validate how the difference of the script of customer expectation affects the consciousness response. There are four conclusions from this study: (1) the more severity of service failure, the more intensity of complaint behavior. (2) Using cognitive script theory can make customer expected service recovery operational. (3) The expectation disconfirmation of the service recovery script has positive effect on the customers’ satisfaction. (4) The consciousness response to service recovery and customers’ satisfaction has remarkable correlation.