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  • 學位論文

消費者之服務補救期望分析–以民法規定為基礎

The Analysis of Service Recovery Expectations by Consumers: On the Basis of Civil Law

指導教授 : 周素娥

摘要


從事商業上的交易活動時,無論是有形商品或是無形服務,大多數的消費者多少都會遭遇到服務失誤的情形。然而對於這些狀況,根據民法債編總則的債務不履行規定,可區分成:給付遲延、給付不能與不完全給付。當消費者向交易對象反應時,究竟是希望得到何種補救?利用先前學者於服務業與餐飲業的研究分類,結合民法債編各論的買賣、僱傭、委任與承攬的規定,最後將11個題項以因素分析的方式,區分成:實物與金額補救、口語補救與不需額外補救。相較於事後的實際補救,消費者對於交易對象的看法,以品牌態度的三個因素來做了解:情感、認知與行為。 本研究發現最常發生的服務失誤標的是結合「有形商品與無形服務」均有的產品;最常發生的服務失誤狀況是「不完全給付」。當消費者發生服務失誤後,有接近七成的人會採取後續的行動,而這其中又以兩者均有產品的「給付不能」服務失誤情形為最。然而,無論是在何種情形下的服務失誤,消費者最期待的是以「不需額外補救」的方法,最差的是「口語補救」的方式。但是若以「口語補救」方式來說,又以類似漏給發票或打翻水杯的「以上皆非」服務失誤最受重 最後,就面臨服務失誤且有實際遇到交易對象補救的消費者中,發現到服務補救期望與補救品牌態度,彼此之間是具有中度相關的。說明了,事業單位在面臨容易發生服務失誤的產品,於銷售前後都應特別注意;當真正發生服務失誤後,應正確的採取消費者所期望的服務補救方式,以得到正面的評價與好感。

並列摘要


When engaging in commercial transactions for tangible goods or intangible services, most consumers will encounter service failures to a certain degree. According to the non-performance of General Obligations of the Civil Law, these conditions can be divided into: default, impossibility of performance and incomplete performance. When consumers make complains to the suppliers, what compensations do they wish to receive? Based on the previous researches on the service and catering industry classification, together with sales, employment, appointment, and contract of Kinds Obligations of the Civil Law, this study is able to take 11 questions derived from the factor analysis approach and to divide them into: material and amount recovery, oral recovery and without additional recovery. Comparing to the actual compensation afterwards and the views of consumers about the supplier. This study takes analysis in three different aspects of brand attitude: attention, cognition and behavior. This study finds that the most frequent subject of service failure for the product is combination of “tangible goods and intangible services”. The most frequent service failure situation is “incomplete performance”. When consumers encounter the service failure, approximately 70% of people will take actions, in which both intangible goods and intangible service product with “impossibility of performance” have the most service failure situations. However, regardless the circumstances under which service failure, consumers prefer the “without additional recovery” approach, rather than the “oral recovery”. Nevertheless, in the situation of “oral recovery”, something like forgotten give the receipt or overthrown the glass of water of “none of the above” service failure condition is the most serious consideration. Finally, when consumers encounter service failures and are getting compensations by suppliers, this study finds that there is a moderately positive correlation between the service expectations of recovery and the brand attitude recovery. To elaborate, when businesses are dealing with the service failure products, they should always pay more attention in either before or after sales; in the event of a real service failure, the service compensation should be undertaken to meet the consumers’ expectations in order to obtain positive feedback and goodwill.

參考文獻


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