题名

MEDIATION EFFECTS OF SERVICE RECOVERY AND AVOIDANCE ON THE RELATIONSHIP BETWEEN CORPORATE REPUTATION AND BEHAVIORAL INTENTIONS

并列篇名

服務補救與迴避在企業聲譽與行為意圖關係上的中介效果

DOI

10.6220/joq.201906_26(3).0003

作者

邱道生(Tao-Sheng Chiu)；Jaime Ortiz；謝閺隆(Ming-Long Sie)

关键词

corporate reputation ； recovery service ； avoidance ； repurchase intention ； switch ； 企業聲譽 ； 服務補救 ； 迴避 ； 再購意圖 ； 轉換

期刊名称

品質學報

卷期/出版年月

26卷3期（2019 / 06 / 30）

页次

186 - 206

内容语文

英文
中文摘要

This study investigates the mediation effects of service recovery and avoidance on the relationship between corporate reputation and behavioral intentions. The respondents of this study were Taiwanese foods consumers. This study collected data from 289 respondents and analyzed the data by using a structural equation modeling (SEM). The results confirm the appropriateness of the proposed model. This study indicates that corporate reputation has a significant and positive effect on service recovery and repurchase intention. Corporate reputation has a significant and negative effect on avoidance and while service recovery has a significant and negative effect on switch. Avoidance has a significant and positive effect on switch. Service recovery is a partial mediator between corporate reputation and repurchase intention/switch. Avoidance is a partial mediator between corporate reputation and switch. This study demonstrates that a firm with a good reputation tends to make a service recovery and seldom avoids its responsibility in order to prevent a switch in consumers' behaviors and reduce the negative effect of a crisis.
英文摘要

本研究探討服務補救與迴避在企業聲譽與行為意圖的中介效果。本研究針對臺灣地區289位消費者為研究對象，探討消費者對食品安全的看法。本研究以結構方程模式進行研究分析，研究結果顯示本研究模式的適當性。研究結果認為服務補救會對消費者的再購意圖產生顯著的正向關係，企業聲譽會對迴避產生顯著的負向影響，服務補救也會對轉換行為產生顯著的負向影響。迴避會對轉換產生顯著的正向影響。服務補救在企業聲譽與再購意圖／轉換關係上分別具有部分中介的效果。迴避在企業聲譽與轉換關係上則具有部分中介的效果。本研究結果認為一個有好聲譽的公司會傾向於進行服務補救而較不會迴避其責任，以避免顧客的轉換行為降低對公司帶來負面的危機。
主题分类 社會科學 > 管理學
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