淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-2006201119254600
中文論文名稱 不良服務品質、負面情緒與惡質顧客行為間之關聯性研究:以便利商店為例
英文論文名稱 Associations among Bad Service Quality, Negative Emotion, and Jaycustomer Behavior:The Case of Convenience Stores
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 99
學期 2
出版年 100
研究生中文姓名 郭冠里
研究生英文姓名 Kuan-Li Kuo
學號 698610259
學位類別 碩士
語文別 中文
口試日期 2011-06-03
論文頁數 73頁
口試委員 指導教授-王居卿
共同指導教授-汪美伶
委員-高義芳
委員-李月華
中文關鍵字 服務品質  負面情緒  惡質顧客行為 
英文關鍵字 Service Quality  Negative Emotion  Jaycustomer Behavior 
學科別分類 學科別社會科學管理學
中文摘要   便利商店自1979年引進台灣,經歷了數十年的演進,憑藉著多樣便利的服務與遍佈全台的分店,至今已成為台灣人日常生活中不可或缺的重要產業。在展店漸趨飽和與高度同質性的競爭環境下,服務品質已成為便利商店的關鍵競爭要素。相關文獻指出,不良服務品質將導致顧客之負面情緒升高,而負面情緒常為惡質顧客行為之導因。且在高競爭低獲利的產業中,惡質顧客行為所造成的損害甚大。本研究之目的在於探討不良服務品質、負面情緒與惡質顧客行為間之關聯性,以及探討不良服務品質是否會透過負面情緒影響惡質顧客行為的出現。
  研究對象限於具有便利商店消費經驗之一般民眾,將便利商店依區域特性分為風景區、商業區、學區與住宅區,以分層隨機抽樣的方式進行問卷調查,共回收166份有效問卷。以SPSS統計軟體進行資料分析,採用敘述性統計、效度分析、信度分析、相關性分析與層級迴歸分析。分析之主要結果列述如下:
一、不良服務品質程度越高則負面情緒程度越高。
二、負面情緒程度越高則惡質顧客行為出現之可能性越高。
三、不良服務品質程度越高則惡質顧客行為出現之可能性越高。
四、不良服務品質會透過負面情緒影響惡質顧客行為的出現。
英文摘要   The convenience stores were introduced into Taiwan in 1979. After several decades of evolution, it has become one of the most important industry, and a variety of convenient services and branches are established throughout Taiwan. As the result of high homogeneity and the saturation of market, service quality is one of the key competitive factors. Literature revealed that bad service quality will raise the negative emotions, and jaycustomer behavior is often caused by negative emotions. The purpose of this study is to explore the relationship between bad service quality, negative emotions, and jaycustomer behaviors. The sampling object is limited to the consumer of convenience store in New Taipei City. A questionnaire-based survey was used to measure the consumers’ perception of Bad service quality, negative emotions, and jaycustomer behaviors. 166 Valid questionnaires were collected. The analyse suggest that Bad service quality will raise the negative emotions and jaycustomers behavior of consumers. The results also indicate that negative emotions will raise jaycustomer behaviors. Finally, the findings suggest that negative emotions may serve as mediator between bad service quality and jaycustomer behaviors.
論文目次 目 錄 I
表 次 II
圖 次 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討 5
第一節 不良服務品質 5
第二節 負面情緒 11
第三節 惡質顧客行為 13
第四節 各變數間之關係 18
第三章 研究方法 21
第一節 研究架構 21
第二節 量表設計 25
第三節 研究對象與抽樣設計 27
第四節 資料分析方法 28
第四章 資料分析與結果 30
第一節 敘述統計分析 30
第二節 效度分析與信度分析 32
第三節 相關分析 39
第四節 迴歸分析 42
第五節 中介效果之層級迴歸分析 50
第六節 假設驗證結果與討論 52
第五章 結論與建議 56
第一節 結論 56
第二節 管理意涵 57
第三節 研究限制 58
第四節 建議 59
參考文獻 62
一、英文部分 62
二、網站部份 69
附錄:問卷 70

表 次
表2-1-1 各學者對服務品質之定義、分類、與構面 .......................... 7
表2-1-2 SERVQUAL量表之構面及意義 ............................................. 8
表2-1-3 RSQS之構面與問項 .............................................................. 10
表3-1-1 各變數定義 ............................................................................. 22
表3-2-1 不良服務品質量表設計 ......................................................... 25
表3-2-3 惡質顧客行為量表設計 ......................................................... 27
表4-1-1 問卷回收情況 ......................................................................... 30
表4-1-2 人口統計資料表 ..................................................................... 32
表4-2-1 Bartlett球形檢定 .................................................................... 33
表4-2-2 KMO檢定 .............................................................................. 33
表4-2-3 不良服務品質之因素分析 ..................................................... 34
表4-2-4 負面情緒之因素分析 ............................................................. 35
表4-2-5 惡質顧客行為之因素分析 ..................................................... 35
表4-2-6 信度分析結果 ......................................................................... 36
表4-3-1 變數相關係數表 ..................................................................... 40
表4-3-2 構面相關係數表 ..................................................................... 41
表4-4-1 不良服務品質與負面情緒之迴歸分析表............................. 42
表4-4-2 負面情緒與惡質顧客行為之迴歸分析表............................. 43
表4-4-3 不良服務品質與惡質顧客行為之迴歸分析表 .................... 43
表4-4-4 不良服務品質構面與憤怒情緒之複迴歸分析表 ................ 44
表4-4-5 不良服務品質構面與挫折情緒之複迴歸分析表 ................ 45
表4-4-6 負面情緒構面與公然傷害行為之複迴歸分析表 ................ 46
表4-4-7 負面情緒構面與報復行為之複迴歸分析表 ........................ 47
表4-4-8 負面情緒構面與預謀取財行為之複迴歸分析表 ................ 47
表4-4-9 不良服務品質構面與公然傷害行為之複迴歸分析表 ........ 48
表4-4-10 不良服務品質構面與報復行為之複迴歸分析表 .............. 49
表4-4-11 不良服務品質構面與預謀取財行為之複迴歸分析表 ....... 50
表4-5-1 負面情緒對不良服務品質與惡質顧客行為之迴歸分析表 52
表4-6-1 假設驗證結果一覽表 ............................................................. 52
III
圖 次
圖1-3-1 研究流程圖 ............................................................................... 4
圖3-1-1 研究架構 ................................................................................. 21
圖3-4-1 中介變數示意圖 ..................................................................... 29
圖4-2-1 修正後之研究架構圖 ............................................................. 37
參考文獻 一、英文部分
Agnew, R. (2001). Building on the foundation of general strain theory: specifying the types of strain most likely to lead to crime and delinquency. Journal of Research in Crime and Delinquency, 38(4), 319-361.
Agnew, R., Brezina, T., Wright, J. P. and Cullen, F. T. (2002). Strain, personality traits, and delinquency: extending general strain theory. Criminology, 40(1), 43-71.
Averill, J. R. (1983). Studies on anger and aggression: implications for theories of emotion. American Psychologist, 38, 1145-1160.
Baron, R. M. and Kenny, D. A. (1986). The moderator-mediator distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Berkowitz, L. and Harmon-Jones, E. (2004). Toward and understanding of the determinants of anger. Emotion, 4, 107-130.
Bernstein, P. (1985). Cheating – the new national pastime? Business, Oct./Dec., 24-33.
Bitner, M.J., Booms, B.H. and Mohr, L. (1994). Critical service encounters: the employee’s viewpoint. Journal of Marketing, 58(Oct.), 95-106.
Bolton, L. E., Warlop, L. and Alba, J. W. (2003). Consumer perceptions of price (un)fairness. Journal of Consumer Research, 29, 474-491.
Bougie, R., Pieters, R. and Zeelenberg, M. (2003). Angry customers don’t come back, they get back: the experience and behavioral implications of anger and dissatisfaction in services. Journal of the Academy of Marketing Science, 31, 377-393.
Boyd, C. (2002). Customer violence and employee health and safety. Work, Employment and Society, 16(1), 151-169.
Brown, T. J., Churchill, G. A. and Peter, P. J. (1993). Research note: improving the measurement of service quality. Journal of Retailing, 69, 127-139.
Callahan, S. (1988). The role of emotion in ethical decisionmaking. The Hastings Center Report, 18(3), 9-14.
Carman, J. M. (1990). Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions. Journal of Retailing, 66, 33-55.
Clore, G. L. and Centerbar, D. B. (2004). Analyzing anger: how to make people mad. Emotion, 4, 139-144.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334
Cronin, J. J. Jr. and Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56, 55-68.
Dabholkar, P. A., Thrope, D. I. and Rentz, J. O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3-16.
DeMore, S.W., Fisher, J.D. and Baron, R.M. (1988). The equity control model as a predictor of vandalism among college students. Journal of Applied Social Psychology, 18(1), 80-91.
Farrugia, S. (2002). A dangerous occupation? Violence in public libraries. New Library World, 103(9), 309-19.
Fischer, K. W., Shaver, P. R. and Carnochan, P. (1990). How emotions develop and how they organize development. Cognition and Emotion, 4, 81-127.
Folkes, V. S. (1984).Consumer reactions to product failure: an attributional approach. Journal of Consumer Research, 10, 398-409.
Fullerton, R.A. and Punj, G. (1993). Choosing to misbehave: a structural model of aberrant consumer behavior. Advances in Consumer Research, 20, 570-574.
Gelbrich, K. (2010). Anger, frustration, and helplessness after service failure: coping strategies and effective informational support. Journal of the Academy of Marketing Science, 38(5), 567-585
Godwin, B.F., Patterson, P.G. and Johnson, L.W. (1999). Consumer coping strategies with dissatisfactory service encounter: a preliminary investigation, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 12, 145-154.
Grégoire, Y. and Fisher, R. J. (2008). Customer betrayal and retaliation: when your best customers become your worst enemies. Journal of the Academy of Marketing Science, 36, 247-261.
Gronroos, C. (1984). A service quality model and its marketing implication. European Journal of Marketing, 18(4),36-44.
Harris, L.C. and Reynolds, K.L. (2003). The consequences of dysfunctional customer behavior. Journal of Services Research, 6(2), 144-161.
Harris, L.C. and Reynolds, K.L. (2004).Jaycustomer behavior: an exploration of types and motives in the hospitality industry. Journal of Services Marketing, 18(5), 339-357.
Hess, R. L. Jr., Ganesan, S. and Klein, N. M. (2003). Service failure and recovery: the impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31, 127-145.
Hirschman, E. C. and Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
Hirschman, E.C. (1992). The consciousness of addiction: toward a general theory of compulsive consumption. Journal of Consumer Research, 19(Sep.), 155-179.
Huefner, J.C. and Hunt, K.H. (1994). Extending the Hirschman model: when voice and exit don’t tell the whole story. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 7, 267-270.
Huefner, J.C. and Hunt, K.H. (2000). Consumer retaliation as a response to dissatisfaction, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 13, 61-82.
Jacoby, J. and Jaccard, J.J. (1981). The sources, meaning, and validity of consumer complaint behavior: a psychological analysis. Journal of Retailing, 57(3), 4-23.
Kaiser, H. F. (1970). A second-generation Little Jiffy. Psychometrika, 35(4), 401-415.
Kalamas, M., Laroche, M. and Makdessian, L. (2008). Reaching the boiling point: consumers’ negative affective reactions to firm-attributed service failures. Journal of Business Research, 61, 813-824.
Kowalski, R.M. (1996). Complaints and complaining: functions, antecedents, and consequences. Psychological Bulletin, 199(2), 179-196.
Krasnovsky, T. and Lane, R.C. (1998). Shoplifting: a review of the literature. Aggression and Violent Behavior, 3(3), 219-235.
Laros, F. J. M. and Steenkamp, J. E. M. (2005). Emotions in consumer behavior: a hierarchical approach. Journal of Business Research, 58, 1437-1445.
Lazarus, R. S. (1991). Emotion and Adaptation. New York: Oxford University Press.
Lazarus, R. S. (1993). From psychological stress to the emotions: a history of changing outlooks. Annual Reviews, 44, 1-21.
Lehtinen, U. and Lehtinen, J. R. (1991). Two approaches to service quality dimensions. The Service Industries Journal, 11(3), 287-303.
Levy-Leboyer, C. (1984). Vandalism: Behaviours and Motivations. North Holland Printing, New York, NY.
Lovelock, C.H. (1994). Product Plus: How Product + Service = Competitive Advantage. McGraw-Hill, New York, NY.
Lovelock, C. (2001). Services Marketing: People, Technology, Strategy (4th ed.). Prentice-Hall, Sydney.
Maute, M. F. and Dubé, L. (1999). Patterns of emotional responses and behavioural consequences of dissatisfaction. Applied Psychology: An International Review, 48, 349-366
McGrath, H. and Goulding, A. (1996). Part of the job: violence in public libraries. New Library World, 97(3), 4-13.
McShane, F. and Noonan, B.A. (1993), Classification of shoplifters by cluster analysis, International Journal of Offenders Therapy and Comparative Criminology, 37( 1), 29-40.
Moore, R.H. (1984), Shoplifting in Middle America: patterns and motivational correlates, International Journal of Offender therapy and Comparative Criminology, 28(1), 53-64.
Moschis, G.P. and Cox, D. (1989). Deviant consumer behavior, Advances in Consumer Research, 16, 732-737.
Nyer, P. U. (1997). A study of the relationships between cognitive appraisals and consumption emotions. Journal of the Academy of Marketing Science, 25(4), 296-304.
Nyer, P. U. (2000). An investigation into whether complaining can cause increased consumer satisfaction. Journal of Consumer Marketing, 17, 9-19.
O’Guinn, T.C. and Faber, R.J. (1989). Compulsive buying: a phenomenological exploration. Journal of Consumer Research, 16(2), 147-158.
Ortony, A., Clore, G. L. and Collins, A. (1988). The cognitive structure of emotions. Cambridge University Press.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985). A conceptual model of service quality and its implication for future research. Journal of Marketing, 49, 41-50.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52, 35-48.
Penaloza, L. and Price, L.L. (1993). Consumer resistance: a conceptual overview, In McAlister, L. and Rothschild, M. L. (Eds). Advances in Consumer Research, 20, (ACR, Provo, UT), 123-8.
Roseman, I. J. (1991). Appraisal determinants of discrete emotions. Cognition and Emotion, 5, 161-200.
Sasser, E. W., Olsen, P. and Wyckoff, D. D. (1978). Management of Service Operations: Text, Cases, and Readings. Boston: Allyn and Bacon.
Schwarz, N. (1990). Feeling as information: Informational and motivational functions of affective states. Handbook of Motivation and Cognition, 2, 261-527.
Shaver, K. G. (1985). The attribution of blame: causality, responsibility, and blameworthiness. New York: Springer.
Shaver, P., Schwartz, J., Kirson, D. and O’Connor, C. (1987). Emotion knowledge: further exploration of a prototype approach. Journal of Personality and Social Psychology, 52(6), 1061-1086.
Sivadas, E. and Baker-Prewitt, J. L. (2000). An examination of the relationship between service quality, customer satisfaction, and store loyalty. International Journal of Retail and Distribution Management, 28(2), 73-82.
Smith, A. K. and Bolton, R. N. (2002). The effect of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the Academy of Marketing Science, 30(1), 5-23.
Smith, C. A. and Ellsworth, P. C. (1985). Patterns of cognitive appraisal in emotion. Journal of Personality and Social Psychology, 48, 813-838.
Smith, C. A. and Pope, L. K. (1992). Appraisal and emotion: The interactional contributions of dispositional and situational factors. Emotion and Social Behavior, 32-36.
Stephens, N. and Gwinner, K. P. (1998). Why don’t some people complain? A cognitive-emotive process model of consumer complaint behavior. Journal of the Academy of Marketing Science, 26, 172-189.
Strutton, D., Vitell, S.J. and Pelton, L.E. (1994). How consumers may justify inappropriate behavior in market settings: an application on the techniques of neutralization. Journal of Business Research, 30(2), 253-260.
Tonglet, M. (2001). Consumer misbehaviour: an exploratory study of shoplifting. Journal of Consumer Behavior, 1(4), 336-354.
Tronvoll, B. (2010). Negative emotions and their effect on customer complaint behaviour. Journal of Service Management, 22(1), 1-25.
Van Vliet, W. (1984). Vandalism: an assessment agenda, in Levy-Leboyer, C. (Ed.). Vandalism: Behaviour and Motivations, North-Holland, Amsterdam.
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological Review, 92, 548-573.
Weiner, B. (2000). Attributional thoughts about consumer behavior. Journal of Consumer Research, 27, 382-387.
Withiam, G. (1998). Customers from hell: what do they do? The Cornell Hotel and Restaurant Administrative Quarterly, 39(5), 11.
Zaltman, G., and Burger, P. C. (1975). Marketing research: Fundamentals and dynamics. Hinsdale, Illinois, The Dryden Press.
二、網站部份
行政院公平交易委員會 (2010) http://www.ftc.gov.tw/。
TVBS-N (2010) http://www.tvbs.com.tw/news/。
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2016-07-21公開。
  • 同意授權瀏覽/列印電子全文服務,於2016-07-21起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信