服務失誤對顧客反應的影響：服務補救策略的差異分析－以國道長途汽車客運消費者為例

The Influence of Service Failure on Customer Response: The Difference Analysis of Service Recovery Strategies: An Example of Long-Distance Bus Service of National Freeway

10.30163/BR.200512.0005

林隆儀(Long-Yi Lin)；周冰玲(Ben-Ling Cho)

服務失誤 ； 服務補救 ； 顧客反應 ； Service Failure ； Service Recovery ； Customer Response

文大商管學報

10卷2期（2005 / 12 / 01）

107 - 134

繁體中文

本研究採用問卷調查法，以搭乘國道長途客運的旅客作為研究的對象，在六家主要長途客運公司位於台北市的車站進行抽樣訪問，研究在不同的補救策略之下服務失誤對顧客反應的影響。本研究採用便利抽樣法收集初級資料，發出700份問卷，共蒐集到445個有效樣本。採用迴歸分析及變異數分析法作為驗證研究假說的工具，驗證結果發現：(1)廠商發生服務傳遞系統失誤、顧客需求失誤愈嚴重，顧客愈不願意再度惠顧原有的公司，(2)廠商發生服務傳遞系統失誤、顧客需求失誤、員工行為失誤時，公司採取實質補救策略或心理補救策略，對於提升顧客再惠顧原有公司並無顯著差異。

Questionnare survery was used as a methodology in this study. The targets were customers who used long-distance bus service. The samples came from the customers in Taipe city station, which belong to six major long-distance transportation companies. The purpose of this study was to investigate the impact of service failure on customer response under different service recovery strategies. Convenience sampling method was used to collect the primary data. seven hundred questionnaires were distributed and 445 effective samples were collected. Regression analysis and variance analysis were used to test hypotheses. The main findings were listed as follows (1)Customers were less willing to patronize the company, if the service failure caused from service delivery and customer needs were serious. (2)There were no significantly difference for company to make a practical compensation or mental recovery, after the service failure caused from service delivery, customer needs, and employee behaviors was made.

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