從心理契約違背觀點探討消費者在網路服務補救後的心理認知與後續行為

Understanding Online Service Recovery and Consequences-A Psychological Contract Violation Perspective

洪郁雯(Yu-Wen Hung)；鄭光廷(Kuang-Ting Cheng)；許惠媚(Hui-Mei Hsu)

服務補救 ； 心理契約違背 ； 知覺公平 ； service recovery ； psychological contract violation (PCV) ； perceived justice theory

資訊管理學報

22卷2期（2015 / 04 / 01）

199 - 223

繁體中文

隨著電子商務蓬勃發展，網路購物所產生的各種服務也逐漸朝多元化的發展。然而如運送問題、安全問題、網站設計問題等服務失誤，也在現實生活中無法避免的產生。但當服務失誤產生時，網路商家如何有效地進行服務補救，是一個值得重視的課題。過去關於網路購物服務補救的研究主要著重以公平理論來探討，其針對消費者感知公平發展了不同的心理維度，並利用這些維度來解釋對服務補救的影響力。然而本研究認為衡量公平都必須基於一個比較的基準點，而在網路購物服務的層面上，此基準點立著於消費者與網路商家之間的購買契約。消費者會基於網路商家在發生服務失誤後的補救措施，而有所感知是否公平，進而對於該網路商家產生滿意度與後續行為，因此本研究試圖從心理契約違背的觀點來探討顧客對服務補償的公平認知，及對其後續行為意願（再購意願、口碑傳播）之影響。本研究利用實證調查的方式，有效分析188份問卷資料發現，服務補救後心理契約違背會正向影響消費者的負面口碑意圖以及負向影響消費者再購意願；消費者知覺分配公平、互動公平、程序公平會負向影響消費者對於服務補救後心理契約違背。本實證結果證明了用知覺公平理論來解釋服務補償時，與消費者後續行為之間的確存在一個重要的中介變數－「心理契約違背感」。一旦消費者認知網購業者未能履行契約就會產生負面情緒，對於服務補救的心理契約違背就會產生，進而會影響消費者後續對該網路商家的種種行為。此外，本研究結果也提出建議，網路商家在面臨服務失效時，必須在消費者所在乎的補償回應速度、補償內容與補償過程，制訂或採取適當的政策或策略，才能有效的提升顧客滿意度。

Purpose-With the rapidly growing competition in e-commerce, online retailers provide diverse products and service to enhance the customer's experience and increase satisfaction. However, service failures cannot be completely excluded. When service failure occurs, it may lead to customer dissatisfaction and switch to switch to competitors who are just a click away. Therefore, service recovery, defined as the response to service failure, is a critical issue for online service providers. The primary objective of this study is to explore the antecedents and consequences of service recovery encounters. In addition, this study also examines the perception of justice in service recovery and how it affects the behavioral outcomes. Design/methodology/approach-The research model is developed from a perspective of psychological contract violation (PCV) and perceived justice theory. The model is designed to explore the antecedents and consequences of service recovery violation. The data was collected by questionnaire from 188 Taiwanese online shoppers who have encountered service failure and made complaints. Findings-The results show that distributive justice, procedural justice, and interactional justice negatively affects PCV. PCV decreases repurchasing intention and increase negative word-of-mouth intention. Moreover, attribution moderates the relationship between distributive justice and PCV and policy clarity moderates the relationship between procedural justice and PCV. Research limitations/implications-This study relies on questionnaire approach and each respondent answer the questions based on their previous experience. Hence, future research can be employed scenario-based survey or experiments to confirm the conclusion of this study. Practical implications-The results provide several managerial implications with online retailers. First, effective service recovery leads to a higher level of repurchasing intention and a lesser level of negative word-of-mouth behavior. Second, online retailers should provide clear service recovery policy, fair compensation, and quick response process to improve customer satisfaction and enhance customer relationship. Originality/value-This study integrates perceived justice theory and psychological contract violation perspective to investigate consumer behaviors after service recovery. The paper concludes with implications for online retailers, and future directions for researchers are also discussed.

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