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題名：服務失誤類型、復原策略與顧客回應之研究—以半導體製造業供應商為例
作者：周慧君
作者(外文)：Hui-Chun Chou
校院名稱：國立臺北大學
系所名稱：企業管理學系
指導教授：古永嘉
學位類別：博士
出版日期：2006
主題關鍵詞：服務失誤；服務復原；顧客回應；服務行銷；service failure；service recovery；customer response；services marketing
原始連結：連回原系統網址new window
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根據研究指出，吸引新顧客的成本是留住舊顧客成本的五倍之多，因此無論實務界或學術界的行銷觀點，皆從「攻擊行銷」轉為「防禦行銷」，在此脈絡下，當服務失誤產生時，如何防止舊顧客離開，就成為十分重要的問題。本篇論文之研究目的係藉由回顧過去二十多年來有關服務復原策略的相關研究，歸納出一個整體性的服務復原策略研究架構，以探討企業服務復原所採取之策略、影響企業採取服務復原策略之決定因素、分析服務復原策略對顧客回應之影響，最後並加以實證分析。
本研究以半導體製造業供應商為研究對象，採用立意抽樣之方式，由半導體製造業廠商協助，由其分發至曾產生失誤之供應商，請其填答，問卷內容設計為封閉式問卷，結果共回收134份問卷，公司規模在201人以上者有80家（約59.6％）。
本論文依據研究架構的不同階段，選擇不同之統計模式。在分析服務復原策略之影響因素時，使用順序邏輯迴歸模式，在1％顯著水準下，拒絕虛無假設，認為自變數所提供的訊息，有助於預測事件的發生與否；而以供應商別分別分析，亦得到相同的結論。在滿意度的分析方面，採用單因子共變數分析，模式之總檢定顯著，代表模式具有相當的解釋力。而在滿意度對再購意願與口碑傳播部分，整體模式之檢定皆顯著，亦代表模式具有相當的解釋力。主要的研究發現是：（1）結果類型或過程類型之服務失誤，將會影響復原策略之選擇。（2）相較於過程失誤，當結果失誤發生時，服務提供者將提供效用類型復原策略，再加上象徵類型復原策略。（3）關係品質對服務失誤類型與服務復原策略間之關係，並未具有干擾效果。（4）相對權力對服務失誤類型與服務復原策略間之關係，具有干擾效果。（5）服務復原策略之選擇將影響滿意度之高低。（6）顧客對未來關係之長期傾向，將干擾服務復原策略選擇與滿意度高低間之關係。（7）顧客對服務復原策略之滿意度會正向影響未來再購意願。（8）顧客對服務復原策略之滿意度會正向影響正面口碑傳播。
這些發現意涵著：（1）服務失誤類型對復原策略之決定有顯著影響。（2）關係品質在服務失誤類型與復原策略之間關係，未必有其影響。（3）相對權力在服務失誤類型與復原策略之間關係，具有干擾效果。（4）服務復原滿意度不僅決定於現在的復原策略，同時也受到未來傾向的影響。（5）顧客對服務復原之滿意度，會進一步影響再購意願與口碑傳播。
Many academics in the marketing field agree that it is more profitable for a company to retain its existing customers than it is to attract new ones. The prevailing marketing concept adopted by companies and academics has transformed from ‘offensive marketing’ to ‘defensive marketing’. How to keep existing customers, therefore, becomes an important issue. When a service failure occurs, how and how quickly the company recovers will have a critical impact on customers’ future behavior. This study looks at corporate recovery strategy models after a service failure and the effect these have on subsequent customer behavior.
This paper reviews the previous literature to construct a research framework which shows how companies react to a service failure, how a service recovery strategy is decided and affects subsequent customer behavior. This study adopts semiconductor manufacturing suppliers as the research object and applies the purposive sampling method with a fixed questionnaire. As a result, 134 effective questionnaires are completed in this research, in which 80 of them are with more than 201 employees. Among the sampled companies, 90 are material suppliers and 44 are equipment suppliers.
The statistical analysis methods for empirical analysis are divided into three stages based on different scales used. The methods include ordered logistic regression model, one-way ANOVA model and SURE (Seemingly Unrelated Regression) model. The results show that: (1) The service failure type significantly affects the decision-making of a recovery strategy. (2) A service provider will provide the utilitarian recovery strategy plus the symbolic recovery strategy more when an outcome failure occurs than when a process failure occurs. (3) Relationship quality does not moderate the relationship between the service failure type and the recovery strategy. (4) Relative power moderates the relationship between the service failure type and the recovery strategy. (5) The service recovery strategy significantly affects customer satisfaction with the recovery strategy. (6) Long-term orientation moderates the relationship between the service recovery strategy and customer satisfaction with the recovery strategy. (7) Customer satisfaction with the recovery strategy positively affects repurchase intention. (8) Customer satisfaction with the recovery strategy positively affects customers’ word-of-mouth.
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