不同顧客價值傾向下旅館服務補救對顧客滿意的影響

The Influence of Hotel Service Recovery on Customer Satisfaction under Different Customer Value Tendency

10.29931/MR.200706.0002

張宏生(Hong-Sheng Chang)；林璐安(Lu-An Lin)

服務補救 ； 知覺公平 ； 顧客滿意 ； 顧客價值傾向 ； Service Recovery ； Perceived Justice ； Customer Satisfaction ； Customer Value Tendency

行銷評論

4卷2期（2007 / 06 / 01）

137 - 162

繁體中文

本研究目的旨在探討服務補救、知覺公平與顧客滿意之間的關係，並進一步探索五種顧客價值傾向所扮演的調節效果的關係。吾人透過具有高信度與效度之量表，以問卷訪談方式蒐集樣本資料。結果發現，消費者在功能價值傾向下，服務補救所帶來的分配公平對顧客滿意有較高的影響；在社會價值傾向下，程序公平性對顧客滿意有較高的影響；在情感價值傾向下，互動公平對顧客滿意有較高的影響；在嘗新價值傾向下，互動公平對顧客滿意有較高的影響；最後，在情境價值取向下，互動公平對顧客滿意有較高的影響。本研究並建議後續研究者可進一步探討其他可能影響顧客滿意的服務補救調節變數。實務上，管理者可以採用最佳化投資於攸關的顧客價值傾向線索，以提昇相對應的知覺公平對顧客滿意的效果。最後，本研究主要貢獻在於針對五種顧客價值傾向與三種知覺公平之間，提供一個新的「結構化」關係模型。

The purpose of this work is to elucidate how service recovery, perceived justice and customer satisfaction are related, and explores the modulation effect of five customer value tendency in this relationship. Samples were collected using the questionnaire, which had been assessed the quality of our measurement efforts by investigating reliability and validity. Under functional social value tendency, customer satisfaction is found to be affected mainly by distributive justice, whereas processing justice influences customer satisfaction under social value tendency. Moreover, under emotional value tendency, customer satisfaction is found to be affected mainly by interactive justice. Furthermore, under epistemic value tendency, customer satisfaction is found to be affected mainly by interactive justice. Finally, under conditional value tendency, customer satisfaction is found to be affected mainly by interactive justice. For future research, other modulation effect of service recovery may influence perception of perceived justice or customer satisfaction should be discussed. In practice, hotel managers can hone the relevant customer value tendency and optimize investments to raise the effect of service recovery on customer satisfaction. Finally, this study provides a new shape of the ”structural” relationships between five customer value tendency and three perceived justices.

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