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系統識別號 U0002-0306200622100300
中文論文名稱 服務失誤和服務補救對於補救期望與滿意度之影響
英文論文名稱 The Impact of Service Failures and Recoveries on Recovery Expectations and Customer Satisfaction
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士班
系所名稱(英) Department of International Trade
學年度 94
學期 2
出版年 95
研究生中文姓名 王澤聖
研究生英文姓名 Tse-Sheng Wang
學號 692480113
學位類別 碩士
語文別 中文
口試日期 2006-05-18
論文頁數 59頁
口試委員 指導教授-曾義明
指導教授-張春桃
委員-林建煌
委員-鄒孟文
中文關鍵字 服務失誤  服務補救  補救期望 
英文關鍵字 Service Failures  Service Recovery  Recovery Expectations 
學科別分類 學科別社會科學商學
中文摘要 本文在研究架構上,探討在服務失誤時,顧客對於服務補救的期望,以及哪些因素亦會干擾顧客對於服務補救的期望,跟服務補救是否對顧客滿意度有影響。本文受訪者為淡江大學學生,並且利用情境操作法,選擇五個自變數,每項變數又有兩種程度上的差異,所以發展出2 × 2 × 2 × 2 × 2,共32個實驗情況。

研究結果顯示,服務失誤的嚴重性顯著影響顧客對於服務補救的期望,且過去服務績效品質顯著干擾服務失誤對於服務補救期望的影響,但是過去光顧次數和替代品選擇多寡皆無顯著干擾服務失誤對於服務補救期望的影響。另一方面,顧客對於服務補救的期望愈高,則補救後服務績效的滿意度愈低;服務補救的品質愈高,則補救後服務績效的滿意度愈高;服務補救品質也顯著干擾服務補救的期望對於補救後服務績效滿意度的影響。但是,滿意度受到服務補
救品質的影響最大。

本研究建議企業應降低服務失誤的機會,並且每次服務的品質要維持一定水準,因為這是影響消費者對服務補救期望的主要因素。在服務失誤發生後,企業為了提高消費者的滿意度,首要為加強服務補救的品質。
英文摘要 This research explores the impact of service failures on customers’ recovery expectations, whether the three factors, number of past encounters, quality of past service performance and number of substitutes, interfere in the impact or not, and the effect of service recovery on customers’ satisfaction. The respondents are Tamkang university students. This study uses scenario techniques with five variables, which have two degrees respectively, so the experimental design is developed into 32 scenarios (2 × 2 × 2 × 2 × 2).
The conclusion indicates that the severity of service failures affects customers’ recovery expectations, and only the quality of past service performance interferes in this impact, not the number of past encounters and number of substitutes. On the other hand, the higher the customers’ recovery expectations are, the lower the satisfaction with service performance after recovery is; the higher the quality of recovery performance is, the higher the satisfaction with service performance after recovery is. The intersection of customers’ recovery expectations and quality of recovery performance affects the satisfaction with service performance after recovery. Among the factors, quality of recovery performance affects the satisfaction with service performance after recovery the most strongly.
This study suggests corporations should decrease the chances of service failures, and maintain the service quality in each service, because the two factors mentioned above are crucial to customers’ recovery expectations. Besides, in order for companies to increase customers’ satisfaction after service failures, the quality of recovery performance is the first thing to be enhanced.
論文目次 第壹章 序論…………………………………………………………1
第一節 研究背景與動機……………………………………………1
第二節 研究目的……………………………………………………3
第三節 研究流程……………………………………………………4
第貳章 文獻探討……………………………………………………5
第一節 服務品質……………………………………………………5
第二節 服務缺口……………………………………………………8
第三節 服務失誤……………………………………………………10
第四節 服務補救……………………………………………………15
第五節 觀念架構圖…………………………………………………21
第六節 研究假說……………………………………………………22
第參章 研究設計……………………………………………………25
第一節 研究前測……………………………………………………25
第二節 操作性定義…………………………………………………27
第三節 抽樣設計與樣本結構分析…………………………………28
第四節 資料分析方法………………………………………………30
第五節 信度與效度分析……………………………………………31
第肆章 資料分析結果………………………………………………32
第一節 變異數分析…………………………………………………32
第二節 迴歸分析……………………………………………………35
第伍章 結論與建議…………………………………………………37
第一節 研究結論……………………………………………………37
第二節 研究限制……………………………………………………41
第三節 未來研究之建議……………………………………………43
參考文獻 ……………………………………………………………44
附錄一 前測問卷……………………………………………………48
附錄二 操作變數及情境列表………………………………………50
附錄三 問卷範本……………………………………………………57

參考文獻 一、中文資料

1.行政院主計處(95),www.dgbas.gov.tw。
2.邱皓政(2005),量化研究與統計分析,五南文化。
3.鄭紹成(1997),「服務業服務失誤、挽回服務與顧客反應之研究」,文化大學企管所博士論文。
4.鄭紹成(1999),「服務失誤、服務補救與購買意圖之研究」,東吳經濟商學學報,第二十五期,61-92。
5.鄭紹成(2002),「服務補救滿意構面之探索性研究」,管理評論,第二十一卷第三期,49-68。

二、英文資料

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3.Bell, C. R. & R. E. Zemke (1987), “Service Breakdown: The Road to Recovery,” Management Review, 76(10), 32-35.
4.Benshid, F. & A. K. Elshennawy (1990), “Definition Service Quality Is Difficult For Service and Manufacturing Firm,” Industrial Engineering, 21 (summer), 65-67.
5.Bitner, Mary Jo. (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Respondents,” Journal of Marketing, 54(April), 69-82.
6.____ & Amy R. Hubbert, (1994), “Encounter Satisfaction Versus Overall Satisfaction Versus Quality: The Customer’s Voice,” Service Quality: New Directions in Theory and Practice, Eds. Ronald T. Rust and Richard L. Oliver, Thousand Oaks, CA: Sage, 72-94.
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9.Brown, S. W. & T. A. Swartz (1989), “A Gap Analysis of Professional Service Quality,” Journal of Marketing, April.
10.Buttle, Francis & Jamie Burton (2002), “Does Service Failure Influence Customer Loyalty?” Journal of Consumer Behavior, 1 (3), 217-277.
11.Crosby, P. B. (1979), “Quality is Free,” New York: McGraw-Hill.
12.Fisk, Raymond P., Stephen W. Brown & Mary Jo. Bitner (1993), “Tracking the Evolution of the Services Marketing Literature,” Journal of Retailing, 69(1), 61-103.
13.Gilly, M. C. (1987), “Post-Purchase Consumer Processes: From Organizational Response To Repurchase Behavior,” Journal of Consumer Affairs, 21 (winter).
14.Goodman, J. (1989), “The Nature if Customer Satisfaction.” Quality Progress, 22(2), 293-313.
15.Goodwin, Cathy, & Ivan Ross (1992), “Consumer Responses to Service Failure: Influence of Procedural and International Fairness Perceptions,” Journal of Business Research, 25, 149-163.
16.Gravin, Daive. A. (1983), “Quality on the Line,” Harvard Business Review, 61, 65-73.
17.Gronroos, C. (1988), “Service Quality: The Six Criteria of Good Perceived Service Quality,” Review of Business, 9, 10-13.
18.Hart, C. W. L., J. L. Heskett & W. E. Sasser (1990), “The Profitable Art of Service Recovery,” Harvard Business Review, 68(4), 148-156.
19.Johnson, Timothy C. & Molly A. Hewa (1997), “Fixing Service Failure,” Industrial Marketing Management, 26 (5), 467-473.
20.Keaveney, Susan M. (1995), “Customer Switching Behavior in Service Industries: An Exploratory Study,” Journal of Marketing, 59, 71-82.
21.Kelley, Scott W. & Mark A. Davis (1994), “Antecedents to Customer Expectations for Service Recovery,” Journal of the Academy of Marketing Science, 22(1), 52-61.
22.____, K. Douglas Hoffman & Mark A. Davis (1993), “A Typology of Retail Failure and Recoveries,” Journal of Retailing, 69 (4), 429-452.
23.Maxham Ⅲ, J. G. (2001), “Service Recovery‘s Influence on Consumer Satisfaction, Positive Word-of-mouth, and Purchase Intentions,” Journal of Business Research, 54 (1), 11-23.
24.Miller, J. L., C. W. Craighead & K. R. Karwan (2000), “Service Recovery: A Framework and Empirical Investigation,” Journal of Operations Management, 18(4), 387-400.
25.Oliver, Richard L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.” Journal of Marketing Research, 17(4), 460-469.
26.____, ____ & John E. Swan (1989), “Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach,” Journal of Marketing, 53(April), 21-35.
27.Ostrom, Amy, & Dawn Iacobucci (1995), "Consumer Tradeoffs and the Evaluation of Services," Journal of Marketing, 59, 17-28.
28.Palmer, A., R. Beggs & C. Keown-McMullan (2000), “Equity and Repurchase Intention Following Service Failure,” Journal of Services Marketing, 14 (6), 514.
29.Parasuraman, A., Valarie A. Zeithaml, & Leonard L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49(4), 41-50.
30.____, ____, &____ (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality,” Journal of Retailing, 64(1), 12-40.
31.____, ____, &____ (1993), “The Nature and Determinants of Customer Expectations of Service,” Journal of the Academy of Marketing Science, 21 (1), 1-12.
32.Priluck, R. (2003), “Relationship Marketing can Mitigate Product and Service Failures,” Journal of Service Marketing, 17 (1), 37-48.
33.Smith, Amy K., Ruth N. Bolton & Janet Wagner (1999), “A Model of Customer Satisfaction with Encounters Involving Failure and Recovery,” Journal of Marketing Research, 36 (3), 356-371.
34.Solomon, Michael R., Carol F. Surprenant, John A. Czepiel, & Evelyn G. Gutman (1985), “A Role Theory Perspective on Dyadic Interactions: The Service Encounter.” Journal of Marketing, 49(winter), 99-111.
35.Tax, Stephen S. & Stephen W. Brown (1998), “Recovering and Learning from Service Failure,” Sloan Management, 40 (1), 75-88.
36.Westbrook, R. A. (1987), “Product/Consumption-based Affective Responses and Post Purchases.” Journal of Marketing Research, 24, 258-270.






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