複合式休閒產品之服務失誤與補償期待

The Relationship between Service Failure and Recovery Expectation of Compound Leisure Activities

10.6214/JSRM.200506_2(1).0006

陳慧婷(Huey-Ting Chen)

複合休閒產品 ； 服務失誤 ； 補償期待 ； 扭曲因子 ； Compound leisure activity ； services failure ； recovery expectation ； distorter

運動休閒管理學報

2卷1期（2005 / 06 / 01）

83 - 100

繁體中文

本研究探討複合休閒產品之服務失誤與補償期待一致性之關係。以複合式休閒產品之雙核心產品特色為干擾因素，進行變異數分析，以探討其對服務失誤與預期補償間的關係之干擾效果。並修正前人對於補償預期於設想情境進行測量，本研究所測量者為消費者對服務失誤所提出之實際求償，並將之與服務失誤未發生前之合理補償預期進行比較，以探討雙核心產品特色對補償預期不一致性之扭曲效果。 採問卷調查法，按連鎖業者系統進行分層抽樣，於消費結束後，立即在現場由消費者填答。結果發現雙核心產品之特色的確對服務失誤與補償期待之關係造成干擾。不考慮複合消費時，個別的服務失誤與補償期待的對應情形與考慮複合消費時完全不同。此外，雙核心產品之主副功能也對於補償期待的一致性有扭曲的作用：比較實際的求償與合理的補償發現，發生於主功能的服務失誤，消費者的求償呈現強化或不相干要求的二種極端反應；發生於副功能的服務失誤，顧客的求償則有減弱的現象。

Although the relationship between services failure and recovery strategies are well researched, the characteristic of compound leisure function are little considered. The presenting research is to analyze the moderating role of compound leisure function on the relationship between service provider's failure and customer's recovery expectation. 180 customers were surveyed by questionnaire immediately after their consumption to capture the exact services failure experiences and recovery claims. The result turns out that compound leisure function does moderate the relationship in question; customer's recovery expectations for compound leisure activities is totally different from those of individual leisure activities. Furthermore, such inconsistency is distorted as the priorities of leisure motives are considered. For leisure activity of top priority, actual recovery expectation is either enhanced from or irrelevant to reasonable recovery expectation; while for leisure activity of second priority, the actual recovery expectation is reduced from reasonable recovery expectation. Theoretical and practical implications are discussed.