顧客參與和服務補救偏好之研究

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题名:	顧客參與和服務補救偏好之研究
其它题名:	The research of Customer Participation and Customer Partiality of Service Recovery Types
作者:	鄭雅文
贡献者:	國際貿易學系
关键词:	顧客參與顧客服務補救偏好歸因理論 customer participation customer partiality of service recovery types attribution theory
日期:	2004
上传时间:	2010-07-06 09:24:41 (UTC+8)
摘要:	任何公司都有可能發生服務失誤的事情。因此，企業為了挽回顧客的滿意度及對企業的信心，必須採取適當的服務補救，所以要先了解顧客對服務補救之偏好。近年來顧客參與的議題也越受重視，當參與程度越高對組織也越有強烈的歸屬感。過去許多研究多探討影響服務補救期望因素，但較少討論顧客參與是否會影響顧客服務補救偏好。因此，本研究根據過去學者之研究，探討若運用顧客參與策略，是否會影響顧客對服務補救偏好。本研究所分析之初級資料，是以美髮院之消費者為研究產業。抽樣方式為便利抽樣，以中國文化大學推廣部的在職學生及其同事為抽樣對象。收集方法為參考前人研究，並斟酌本研究目的與資料收集對象而修改、設計成之建構式問卷，作為資料收集方法。本研究共發出700份問卷，有效問卷共376份。在控制內外控人格特質、服務失誤之穩定性認知及服務失誤企業之可控制性認知等變數之下，本研究發現並非顧客參與的四個子構面，皆可以影響顧客對服務補偏之偏好。因此，企業必須更加謹慎地運用顧客參與機制，如此才能夠真正達成管理上的績效。本研究根據研究結果，提出未來建議。 It is possible for any company that has service failure, even though it is a famous firm. Therefore, the firm has to make up for customer after service failure. Research has shown that an effective service recovery strategy can increase customer satisfaction and loyalty and positive word of mouth. On the other hand, poor recovery can result to customers who are dissatisfied they become “terrorists,” actively pursuing opportunities to openly criticize the firm. Hence, the company should know which type of service recovery that customer prefers first. According to the past sudies, they just only discussed the effect of customer par-ticipation and customer expectations. So, the article will explore that if the customer par-ticipation mechanism is possible to influence customer partiality of service recovery types. The data of this study is composed of the undergraduate students in Chinese Culture University. The data is collected by 700 questionnaires. Of all samples, 657 questionnaires were returned, with usable questionnaires totaling 376. The results indicate that not all the 4 subsidiary dimensions of customer par-ticipation could impact customer partiality of service recovery types. As a result, the firms aught to use customer participation mechanism more cautiously and have a better understanding of their service operations strategy.
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