服務失誤歸因與補救滿意度－消費經驗之干擾效果

Service Failure Attribution and Recovery Satisfaction-Purchasing Experience as Moderator

10.6220/joq.2014.21(1).04

白凢芸(Fan-Yun Pai)

失誤歸因 ； 消費經驗 ； 服務補救 ； 再購意圖 ； 負面口碑 ； Faliure Attribution ； Purchasing Experience ； Service Recovery ； Rrepurchase Intention ； Negative WOM

品質學報

21卷1期（2014 / 02 / 01）

57 - 72

繁體中文

由於服務具有異於實體產品之獨特性質，服務傳遞過程之服務失誤在所難免。當服務或產品發生失誤時，人們會傾向將失誤事件的過程及結果之原因進行推論。而顧客對於失誤之歸因及隨後行為反應會隨著消費經驗之不同而有所差異。顧客歸因行為和消費經驗在補救過程中扮演了重要的角色，然而在過去服務補救背景文獻中，顧客歸因行為及消費經驗對服務補救影響之文獻較少有文獻提及。本研究探討失誤歸因對補救後滿意度影響以及消費經驗之干擾效果。本研究以航空業之服務補救為例，採用便利抽樣的方式進行調查，搭乘過飛機之消費者皆為調查對象，以現場發放與線上發放問卷，研究結果顯示，失誤歸因顯著地影響補救後滿意度，當失誤歸因為低穩定發生時且企業責任低時，消費者之補救後滿意度較高。在消費經驗方面，本研究發現消費經驗具干擾責任性歸因對補救後滿意度間之影響，即當失誤歸咎於企業責任時，高經驗族群之補救後滿意度相較於低經驗族群者顯著較低。最後，補救後滿意度能降低顧客負面口碑行為及提高再購意圖。綜合本研究之結果，企業雖然無法避免服務失誤，但可透過分析失誤歸因與顧客經驗對補救後滿意度之影響，解顧客在發生服務失誤後之行為反應，藉此提出補救策略因應，有效控制失誤所造成的傷害與影響。

T Service failure is inevitable due to the unique nature of the service. Service recovery is therefore conducted to compensate the loss of customer after a service failure occurs. Service failure attribution and purchasing experience play important roles in service recovery context. However, most study simply focused on the impact of service failure attribution on post-recovery satisfaction, few researches investigate the relationships between consumers' purchasing experiences and service recovery. Therefore, this study aims to examine the impacts of failure attribution on satisfaction, its impact on post-purchasing behaviors and the moderating effect of purchasing experience between perceived justice and satisfaction and failure attribution on satisfaction. An experimental procedure is employed to evaluate hypotheses. Experiments in airline check-in service scenarios are designed and data were collected via e-mail or paper-and-pencil questionnaires. It is found that unstable failure and the failure which an airline is less responsible for lead to higher recovery satisfaction. In addition, when the company is responsible for the failure, high purchasing experiences has lower post-recovery satisfaction than low purchasing experiences group. Managers, therefore, can adopt different recovery policy to different customer group with different purchasing experiences to improve satisfaction.

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