服務失誤情境、服務補救與顧客認知公平對顧客關係回應之影響

The Effect of Service Failure Context, Service Recovery, and Perceived Fairness on the Responses of Customer Relationship

10.30066/JCS.200909.0002

李元恕(Yuan-Shuh Lii)

服務失誤 ； 服務補救 ； 認知公平 ； 關係行銷 ； Service Failure ； Service Recovery ； Perceived Justice ； Relationship Marketing

顧客滿意學刊

5卷2期（2009 / 09 / 01）

37 - 60

繁體中文

在服務過程中，服務失誤有時無可避免。服務失誤及失敗的服務補救是導致顧客移轉行爲的主要原因，因此良好的服務補救對於降低甚至消弭顧客抱怨、進而增加顧客滿意度和建立顧客關係扮演著很重要的角色。關係行銷可用來作為補救服務失誤的一種方法，顧客可能會因爲與服務提供者之間的關係，而願意給服務提供者彌補服務失誤的機會。雖然關係在彌補服務失誤時可能有某種程度上的影響力，但過去在服務失誤的研究中，顧客與服務提供者之間的關係卻甚少被探討。 本研究的目的在探討不同的服務失誤情境下（包含服務失誤類型與關係類型），不同的服務補救措施對顧客認知公平性的影響，以及在服務補救後，顧客認知公平與顧客關係回應間的關聯性。採用2（服務失誤類型）×3（關係類型）×3（服務補救類型）因子的實驗設計以驗證假設，本研究發現：(1)效率補救對於顧客認知的程序公平有顯著的影響，心理補救對於顧客認知的互動公平有顯著的影響；(2)在效率補救上，顧客認知的程序公平會受到不同類型的服務失誤所影響；(3)分配公平、互動公平與信任呈正相關係，分配公平、程序公平、互動公平與承諾呈正相關係。

Service failures are inevitable in the process of service. Service failures and failed recoveries are the main reasons causing customers' switching behavior. Consequently, a well-executed service recovery is imperative for preventing customer defection, enhancing customer satisfaction, and building long-term customer relationship. Relationship marketing can be used as a mean to overcome service failures. When service failure occurs, the relationship can help the service providers retain customers and offer an opportunity to recover when customers are dissatisfied. However, the importance of customer-service provider relationships has been overlooked in the previous studies. The purpose of this research is to study the effects of various types of recovery efforts on customer perception of justice in various types of service failures and relationships. Using a 2 (failure type) x 3 (relationship type) x 3 (service recovery) between subjects factorial design, the results indicate that an efficient recovery of service failure has a positive effect on procedural justice, and a psychological recovery has a positive effect on interactional justice. The effect of efficient recovery on procedural justice varies with failure type. Distributive justice and interactional justice both have positive effects on trust and all of the perceived justices have found to have positive effects on commitment.

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