题名

服務保證、企業形象與失誤後服務補救滿意度關係之研究－以餐飲業與飯店業為例

并列篇名

The Relationships among Service Guarantee, Corporate Image and Post-Recovery Satisfaction after Service Failure-Cases of the Hospitality Industry

DOI

10.6267/JTLS.2007.13(1)4

作者

鄭紹成(Shao-Cheng Cheng)；王雪瀞(Hsueh-Ching Wang)；黃琪雯(Chi-Wen Huang)

关键词

服務保證 ； 服務失誤 ； 服務補救 ； 補救後滿意度 ； 企業形象 ； service guarantee ； service failure ； service recovery ； post-recovery satisfaction ； corporate image

期刊名称

觀光研究學報

卷期/出版年月

13卷1期（2007 / 03 / 01）

页次

73 - 100

内容语文

繁體中文
中文摘要

過往研究雖有探討有關企業提出服務保證對服務補救影響方面之議題，但對於消費者補救後態度與行為則鮮少提及之，而由於企業本身形象之優劣亦會影響保證提出之效用，故本研究將結合服務保證、企業形象與消費者補救滿意度一併探討，以進一步了解服務保證履行與企業形象之影響效果。本研究乃採行實驗法，以餐飲與飯店業為研究背景，進行在不同服務保證類型下，以企業形象為干擾變數之研究設計。本研究結果發現：1. 提出保證之企業，其補救滿意度、口碑推薦意願和再購意願均略大於無保證之企業，但其間差異卻為不顯著。2. 企業形象類型不同對補救滿意度產生顯著之影響，且僅餐飲業其企業形象佳之企業的補救滿意度明顯高於形象普通之企業。3. 企業形象類型之不同，對於服務保證與補救滿意度、口碑與再購意願間之干擾效果為不顯著。
英文摘要

Most pervious researches focused on the relationships between service guarantee and service recovery, but only a few researches explored the consumers' attitude and behavior after the service recovery. In addition, previous researches also indicated that service guarantee is influenced by corporate image. Therefore, corporate image was taken as a moderate variable to explore the relationship between the provision of service guarantee and customers' post-recovery satisfaction. Our findings suggests that (1) the difference of post-recovery satisfaction was insignificant disregard the service guarantee was provided or not; (2) the firm with good corporate image gains higher post-recovery satisfaction than the firm with normal corporate image; (3) the moderating effect of corporate image on the relationship between service guarantee and post-recovery satisfaction is not remarkable.
主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
参考文献
  1. Andreassen, T. W.(2000).Antecedents to satisfaction with service recovery.European Journal of Marketing,34(1/2),156-175.
  2. Andreassen, T. W.,Lindestad, B.(1998).The effect of corporate image in the formation of customer loyalty.Journal of Service Research,1(1),82-92.
  3. Becker, W. S.,Wellins, R. S.(1990).Customer-service perceptions and reality.Training and Development Journal,44(3),49-51.
  4. Berry, L. L.(1995).On great services: A framework for action.New York:The Free Press.
  5. Berry, L. L.,Parasuraman, A.(1991).Marketing Service: Competing through Quality.New York:The Free Press.
  6. Bettman, J. R.(1973).Perceived risk and its components: A model and empirical test.Journal of Marketing Research,10(2),184-190.
  7. Bitner, M. J.,Boom, B. H.,Tetreault, M. S.(1994).The service encounter: Diagnosing favorable and unfavorable incidents.Journal of Marketing,58(4),95-106.
  8. Bitner, M. J.,Booms, B. H.,Mohr, L. A.(1990).Critical service encounters: The employee`s viewpoint.Journal of Marketing,54(1),71-84.
  9. Blodgett, J. G.,Hill, D. J.,Tax, S. S.(1997).The effects of distributive, procedural, and interactional justice on postcomplaint behavior.Journal of Retailing,73(2),185-210.
  10. Blodgett, J. G.,Wakefield, K. L.,Barnes, J. H.(1995).The effects of consumer service on consumer complaining behavior.Journal of Service Marketing,9(4),31-42.
  11. Boulding, W.,Kirmani, A.(1993).A consumer-side experimental examination of signaling theory: Do consumers perceive warranties as signals of quality?.Journal of Consumer Research,20(1),111-123.
  12. Colenutt, C. E.,McCarville, R. E.(1994).The client as problem solver: A new look at service recovery.Journal of Hospitality and Leisure Marketing,2(3),23-35.
  13. Dowling G. R.(1988).Measuring corporate images: A review of alternative approaches.Journal of Business Research,17(1),27-34.
  14. Etzel, M. J.,Silverman, B. I.(1981).A managerial perspective on directions for retail customer dissatisfaction research.Journal of Retailing,57(3),124-136.
  15. Evans, M. R.,Clark, J. D.,Knutson, B. J.(1996).The 100-percent, unconditional, money-back guarantee.Cornell Hotel and Restaurant Quarterly,37(6),56-61.
  16. Firnstahl, T. W.(1989).My employees are my service guarantee.Harvard Business Review,67(4),28-34.
  17. Fisk, R. P.,Brown, S. W.,Bitner, M. J.(1993).Tracking the evolution of the service marketing literature.Journal of Retailing,69(1),61-103.
  18. Fornell, C.(1992).A national customer satisfaction barometer: The Swedish experience.Journal of Marketing,56(1),6-21.
  19. Fornell, C.,Wernerfelt, B.(1987).Defensive marketing strategy by customer complaint management: A theoretical analysis.Journal of Marketing Research,24(4),337-346.
  20. Gillette, B.(1992).Conference offers answers for tough times.Hotel and Motel Management,207(15),18-23.
  21. Goodwin, C.,Ross, I.(1990).Consumer evaluations of responses to complaints: What`s fair and why.Journal of Consumer Marketing,7(2),39-47.
  22. Grönroos, C.(1988).Service quality: The six criteria of good perceived service quality.Review of Business,9(3),10-13.
  23. Hart, C. W. L.(1993).The power of guarantees as a quality tool.CMA Magazine,67(6),28-35.
  24. Hart, C. W. L.(1988).The power of unconditional service guarantees.Harvard Business Review,66(4),54-62.
  25. Hart, C. W. L.,Heskett, J. L.,Sasser, W. E. Jr.(1990).The profitable art of service recovery.Harvard Business Review,68(4),148-156.
  26. Hart, C. W. L.,Schlesinger, L. A.,Maher, D.(1992).Guarantees come to professional service firms.Sloan Management Review,33(3),19-29.
  27. Hastak, M.,Olson, J. C.(1989).Assessing the role of brand-related cognitive responses as mediators of communication effects on cognitive structure.Journal of Consumer Research,15(4),444-456.
  28. Heung, V. C. S.,Lam, T.(2003).Customer complaint behaviour towards hotel restaurant services.International Journal of Contemporary Hospitality Management,15(5),283-289.
  29. Kashyap, R.(2001).The effects of service guarantees on external and internal markets.Academy of Marketing Science Review,10(1),1-19.
  30. Keaveney, S. M.(1995).Customer switching behavior in service industries: An exploratory study.Journal of Marketing,59(2),71-82.
  31. Kurtz, D. L.,Clow, E. K.(1991).A model for evaluating service quality.Journal of Marketing Management,1(3),51-60.
  32. Lewis, R. C.(1983).When guests complain.Cornell Hotel and Restaurant Administration Quarterly,24(2),23-32.
  33. Lidén, S. V.,Skålén, P.(2003).The effect of service guarantees on service recovery.International Journal of Service Industry Management,14(1),36-58.
  34. Lord, M.(1999).There`s a fly in my soup.US News and World Report,127(22),20-53.
  35. Lovelock, C. H.(1983).Classifying services to gain strategic marketing insights.Journal of Marketing,47(3),9-20.
  36. Lovelock, C. H.,Wright L.(2002).Principles of Service marketing and Management.Upper Saddle River, NJ:Prentice Hall Inc..
  37. Maher, D.(1992).Service guarantees.Manage,43(4),22-24.
  38. Marmorstein, H.,Sarel, D.,Lassar, W. M.(2001).Increasing the persuasiveness of a service guarantee: The role of service process evidence.Journal of Service Marketing,15(2),147-159.
  39. Maxham, J. G.(2001).Service recovery`s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions.Journal of Business Research,54(1),11-24.
  40. Maxham, J. G.,Netemeyer R. G.(2002).A longitudinal study of complaining customers` evaluations of multiple service evaluations of multiple service failures and recovery efforts.Journal of Marketing,66(4),57-71.
  41. McCollough, M. A.,Berry, L. L.,Yadav, M. S.(2000).An empirical investigation of customer satisfaction after service failure and recovery.Journal of Service Research,3(2),121-137.
  42. McDougall, G. H. G.,Levesque, T.,VanderPlaat, P.(1998).Designing the service guarantee: unconditional or specific?.Journal of Services Marketing,12(4),278-293.
  43. Miller, J. L.,Craighead, C. W.,Karwan, K. R.(2000).Service recovery: A framework and empirical investigation.Journal of Operations Management,18(4),387-400.
  44. Mueller, R. D.,Palmer, A.,Mack, R.,McMullan, R.(2003).Service in the restaurant industry: An American and Irish comparison of service failures and recovery strategies.International Journal of Hospitality Management,22(4),395-418.
  45. Oliver, R. L.(1981).Measurement and evaluation of satisfaction processes in retail settings.Journal of Retailing,57(3),25-48.
  46. Oliver, R. L.(1999).Whence Consumer Loyalty.Journal of Marketing,63(Special Issue),33-44.
  47. Ostrom, A. L.,Iacobucci, D.(1998).The effect of guarantees on consumers` evaluation of services.Journal of Services Marketing,12(5),362-378.
  48. Paul, P. J.,Olson, J. C.(1987).Consumer behavior: Marketing strategy perspectives.Irwin:Homewood.
  49. Power, C.(1992).Smart selling: How companies are winning over today`s tougher customer.Business Week,3277(3),46-52.
  50. Reichheld, F. F.(1993).Loyalty-based management.Harvard Business Review,71(2),64-73.
  51. Reichheld, F. F.,Sasser, W. E. Jr.(1990).Zero defections: Quality comes to services.Harvard Business Review,68(5),105-111.
  52. Robertson, T. S.,Gatignon, H.(1986).Competitive effects on technology diffusion.Journal of Marketing,50(3),1-12.
  53. Shimp, T. A.,Bearden, W. O.(1982).Warranty and other extrinsic cue effects on consumers` risk perceptions.Journal of Consumer Research,9(1),38-46.
  54. Sparks, B. A.,Callan, V. J.(1996).Service breakdowns and service evaluations: the role of customer attributions.Journal of Hospitality and Leisure Marketing,4(2),3-24.
  55. Spreng, R. A.,Harrell, G. D.,Mackoy, R. D.(1995).Service recovery: Impact on satisfaction and intentions.Journal of Services Marketing,9(1),15-23.
  56. Tucci, L. A.,Talaga, J.(1997).Service guarantees and consumers` evaluation of services.Journal of Services Marketing,11(1),10-18.
  57. Walters, C. G.,Paul, G. W.(1971).Consumer behavior: An integrated framework.Journal of Marketing,35(4),106.
  58. Webster, C.,Sundaram, D. S.(1998).Service consumption criticality in failure recovery.Journal of Business Research,41(2),153-159.
  59. Whitford, M.(1998).Money-back guarantees empower front-desk personnel.Hotel and Motel Management,July,7.
  60. Wirtz, J.(1998).Development of a service guarantee model.Asia Pacific Journal of Management,15(1),51-75.
  61. Wirtz, J.,Kum, D.(2001).Designing service guarantees: Is full satisfaction the best you can guarantee.Journal of Services Marketing,15(4),282-299.
  62. Wirtz, J.,Kum, D.,Lee, K. S.(2000).Should a firm with a reputation for outstanding service quality offer a service guarantee?.Journal of Service Marketing,14(6),502-512.
  63. 中華民國旅行業品質保障協會調處旅遊糾紛案由分類統計表
  64. 歷年各季國內各業生產毛額
  65. 古永嘉(2006)。企業研究方法。台北:華泰文化事業公司。
  66. 產業結構發展
  67. 周文賢(2004)。多變量統計分析：SAS/STAT使用方法。台北:智勝文化事業有限公司。
  68. 餐飲業景氣動態報告－2003年第一季
  69. 林麗(1996)。休閒飯店商機無限。卓越雜誌，140，48-50。
  70. 洪悅寧(1996)。商務旅館商機無限。卓越雜誌，140，60-65。
  71. 張麗英(2003)。旅館暨餐飲業人力章源管理。台北:揚智文化事業股份有限公司。
  72. 陳釭達(2002)。碩士論文(碩士論文)。中國文化大學國際企業管理研究所未出版之碩士論文。
  73. 詹益政、黃清峰(2005)。餐旅業經營管理。台北:五南圖書出版股份有限公司。
被引用次数
  1. 陳暐婷、胡凱傑(2015)。服務失誤嚴重性、歸因、企業形象與涉入程度對服務補救期望之影響─以臺鐵為例。品質學報，22(3)，183-211。
  2. 郭嘉珍(2016)。遊憩涉入與服務保證對重遊意願之影響：以民營觀光遊樂業為例。大仁學報，49，109-132。
  3. 許銘珊(2009)。消費者體驗行銷、企業形象、消費滿意度與消費忠誠度之相關研究－以錦水溫泉飯店為例。休閒暨觀光產業研究，4(1)，55-67。
  4. 羅雨欣、陳思琳、張宏政、何雅菁、江怡臻、江巧雲(2010)。顧客關係管理影響顧客忠誠度之研究―以台中市無為草堂餐廳為例。嶺東學報，28，153-180。
  5. 蕭至惠、蔡進發、林士民(2011)。旅遊網站橫幅廣告特性對使用者等待時間知覺之影響。觀光休閒學報，17(1)，75-97。
  6. 張曼玲、姚立言(2010)。品牌個性與球隊認同感關係之評估—中華職棒球團為例。運動休閒管理學報，7(1)，55-69。
  7. 鄭兆宏,蔡彤琳,陳靜宜,陳品頴,林雅筑(2020)。網站品質能降低消費者知覺風險嗎？網路拍賣環境之實證分析。亞太經濟管理評論，23(1&2)，111-136。
print cancel