不同服務失誤情況下，歸因和補償對消費者知覺價格公平性之影響

本研究以資源交換理論、歸因理論與遺留效應為基礎，探討三種服務失誤情況下，歸因與補償對消費者知覺價格公平性之影響。採取二個實驗設計法，結果發現如下：（1）消費者所認知的價格公平在「服務傳遞系統失誤」的情況下，分別低於「未能回應顧客失誤」與「員工個人行為失誤」的情況；（2）比較將服務失誤歸因於可控制與不可控制兩組消費者，歸因於可控制組的消費者其知覺價格公平性，受到「穩定因子」的影響大於歸因於不可控組的消費者；（3）針對將服務失誤歸因為「可控制且不穩定」的這群消費者，補償對這群消費者所認知價格公平性的影響，在「服務傳遞系統失誤」情況下，分別高於「未能回應顧客失誤」與「員工個人行為失誤」的情況下。

關鍵字

服務失誤；價格補償；知覺價格公平性

並列摘要

Based on social exchange theory, attribution theory and carryover effects, this study postulated that consumers' perceived price fairness in service failure situations is influenced by the main effect and interaction effect of three factors: the causes of service failure, the types of service failures, and the compensation for service failure. Two experiments were conducted to test the hypotheses. The significant findings are as follows: (1) Consumers who participated in the study of employee response to service delivery system failures perceived lower price fairness as compared to participants in the study of employee response to customer needs and requests or unprompted and unsolicited employee actions. (2) The interaction effect of controllability and stability on perceived price fairness for three types of service failures is mixed. (3) If the service failure is attributed to be ”controllable” and ”unstable” and consumers were later compensated for the service failure, those participants who encountered a failure situation where employees fail to respond to service delivery failures perceived higher price fairness than either of the following: those who encountered a service failure caused by employee response to customer needs and requests or those who encountered a service failure caused by unprompted and unsolicited employee actions.

並列關鍵字

service failure ； price compensation ； perceived price fairness

國際替代計量

不同服務失誤情況下，歸因和補償對消費者知覺價格公平性之影響

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