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題名:探討滿意度與情緒在服務補救到網路口碑的中介效果─以越南為例
作者:梁維平
作者(外文):LUONG DUY BINH
校院名稱:逢甲大學
系所名稱:商學博士學位學程
指導教授:吳 廣 文
學位類別:博士
出版日期:2022
主題關鍵詞:在線服務恢復策略滿意感情電子口碑SEMOnline service recovery strategySatisfactionEmotionElectronic word of mouthSEM
原始連結:連回原系統網址new window
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本研究的目的是調查影響客戶感知正義的在線服務恢復策略的關鍵維度。此外,目前的研究強調了認知評估在滿意度和情緒方面對感知正義與電子口碑(E-WOM)之間關係的中介作用。作者選擇使用自我管理的調查技術,並將問卷在線交付給目標樣本。使用 510 個樣本量進行結構方程建模,以分析所提出框架的結構之間的結構關係。結果表明,問題解決、跟進、道歉、解釋、努力、響應速度和禮貌在創造感知正義及其對消費者滿意度、情緒和E-WOM的影響方面發揮著積極作用。該研究不僅對豐富的實踐知識來源,而且對關於在線服務失敗的正義理論、期望確認理論、社會交換理論、應對理論和認知評價理論的理論和研究文獻做出了有意義的貢獻。研究結果表明,兩性之間的正義感存在顯著差異,這意味著女性比男性更可能考慮禮貌、反應速度、道歉和解釋。研究結果還表明,通過在線服務恢復的滿意度和情緒,感知正義對 E-WOM 的顯著影響。也就是說,提供者不僅應該關注服務消費中感知正義的存在,而且應該在服務失敗的情況下增強消​​費者的滿意度和情緒,以增加積極的E-WOM的機會。
The purpose of this study is to investigate the key dimensions of online service recovery strategy that affect customer perceived justice. In addition, the current study highlights the mediating effects of cognitive appraisals in terms of satisfaction and emotions on the relationship between perceived justice and electronic word of mouth (E-WOM). The authors choose to use the self-administered survey technique and the questionnaire is delivered online to a target sample. Structural equation modelling is conducted with a sample size of 510 to analyze structural relationships among the constructs of the proposed framework. The results show that problem solving, follow up, apology, explanation, effort, response speed and courtesy play positively role in creating perceived justice and their subsequence on consumer satisfaction, emotions and E-WOM. The study makes meaningful contributions to not only a great source of practical knowledge but also the theoretical and research literature on justice theory, expectation confirmation theory, social exchange theory, coping theory and cognitive appraisal theory regarding online service failures. The findings reveal that there is significant difference in perceived justice between two genders, which means that females are more likely to consider courtesy, response speed, apology, and explanation than males. The findings also demonstrate a significant effect of perceived justice on E-WOM through satisfaction and emotions with online service recovery. That is, providers should focus on not only the existence of perceived justice in service consumption but also enhancing consumer satisfaction and emotions in the event of service failures in order to increase the chances of positive E-WOM.
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