服務補救知覺與補救後滿意度之關係－兼論失誤嚴重性與補救效益的調節效果

The Influence of Service Recovery Perception on Post-recovery Satisfaction－The Moderating Role of Failure Severity and Recovery Effects

10.29429/JSLHR.201512_10(4).01

陳細鈿(Hsi-Tien Chen)；陳貴凰(Kaui-Hwang Chen)；張柏文(Pou-Wen Chang)；賴鈺欣(Yu-Xin Lai)；甘姵柔(Pei-Zo Gan)；陳瑀薔(Yu-Qiang Chen)；劉怡君(Yi-Jun Liu)；廖苑辰(Yuan-Chen Liao)

顧客滿意度 ； 服務失誤 ； 服務補救知覺 ； 補救後滿意度 ； customer satisfaction ； service failure ； service recovery perception ； post-recovery satisfaction

運動休閒餐旅研究

10卷4期（2015 / 12 / 01）

1 - 23

繁體中文

本研究旨在探討服務補救知覺對補救後滿意度影響過程中，服務失誤嚴重性及補救效益組合的調節效果是否存在。本研究以連鎖速食業消費者為實證研究對象，採實驗法及問卷調查方式進行。在實驗中設計兩種服務失誤嚴重性狀況及兩種補救效益方式，共計四種實驗組合來進行測試。結果發現：服務補救知覺（補救期望不一致及知覺公平）對補救後滿意度有顯著的影響。在知覺公平中，又以互動公平對補救後滿意度之影響最顯著。此外，不同服務失誤嚴重性及補救效益的組合確實會對服務補救知覺與補救後滿意度間之關係產生顯著調節效果。故業者若能充分瞭解在不同服務失誤及補救組合情境下，消費者對服務補救知覺與補救後滿意度關係變化的心理機制，將有助於制訂出有效的服務補救策略。本研究亦提供有關不同服務失誤及補救情境對服務補救知覺與補救後滿意度確實存在調節效果的證明，有助於彌補學術上的缺憾。

This study aims to identify the moderating effects of service failure severity and service recovery effectiveness on the relationship between service recovery perception and post-recovery satisfaction. We took the chain fast-food industry as an example and employed experiments with four scenarios consisting of combinations of two service failure situations and two recovery policies to collect data. Results showed that the post-recovery satisfaction is affected significantly by service recovery perception (i.e., expectancy disconfirmation and the perceived justice) of customers, respectively. Among the perceptions of justice, the interactional justice has the strongest effect on customer satisfaction after recovery. In addition, the moderating effects of service failure severity and service recovery effectiveness on the relationship between service recovery perception and post-recovery satisfaction exit. If the managers can clearly understand the mechanisms of consumer psychological change on the relationship between service recovery perception and post-recovery satisfaction at different combinations of service failure and service recovery situations, it will contribute to the development of the effective service recovery strategies. These research findings will help make up the academic gaps.

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