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題名：以期望確認理論探討價值共創對服務補償之影響：以台灣飯店業者為例
作者：陳凰珠
作者(外文)：CHEN, HUANG-CHU
校院名稱：元智大學
系所名稱：管理學院博士班
指導教授：江藍龍
吳相勳
學位類別：博士
出版日期：2022
主題關鍵詞：服務失誤；服務補償；價值共創；期望確認理論；顧客喜悅度；網路評論；Service Failure；Service Recovery；Value Co-creation；Expectation Confirmation Theory (ECT)；Customer Delight；Online Reviews
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基於國人愈來愈重視休閒生活與工作型態的改變，在外住宿機會日益增多。而在現今顧客意識高漲的社會環境中，提供優質的服務品質是飯店業者面臨競爭激烈消費市場的核心能耐之一。但是，在服務傳遞過程很難完全避免服務失誤發生，因此，飯店業者在提供服務補償時應如何創建補償績效最大化以挽回顧客對其再度信任與滿意度，是飯店業者不容忽視的焦點議題。
本研究研究思路為從顧客價值共創的視野出發，借鑒期望確認理論為基礎架構加以擴展成為本研究之研究模型：顧客參與服務補償的價值共創(互動階段)、期望確認程度(認知階段)、顧客喜悅度(情感階段)到網路評論(行為階段)做深入探討與資料分析驗證。關於量表部份，透過網路社群以曾經在台灣飯店有遭遇服務失誤相關經驗的顧客為樣本，先行蒐集53份問卷進行預試，經由項目分析及信度分析檢驗所有題項皆達到檢驗的標準，因此31題問項全數保留；正式量表則藉由網路社群平台發放電子問卷(603份)與線下紙本問卷(120份)蒐集資料，總計回收723份問卷，去除無效問卷117份，有效問卷606份，回收有效率為83.8%，依序透過敘述性統計、共同方法變異、結構方程模型及差異化分析等統計方法驗證回收資料。
本研究主要研究結論與具體貢獻闡述如下：
一、 實證價值共創對實質服務補償有積極的影響作用：顧客透過共同參與服務補償過程，雙方藉由溝通、協調與討論，有效降低彼此資訊不對稱的問題。在互相都同意與接受補償方式下達成共識，而不再只是飯店業者單方面的視角，使服務補償機制更能貼近顧客的需求，飯店業者亦可將資源配置達到效益極大化。同時，經由價值共創的過程讓飯店業者更加熟悉顧客需求，藉以提升其滿意度與高黏著度，避免因服務失誤而造成顧客流失。此外，現有飯店產業的服務補償相關研究鮮少由與顧客互動形成實質服務補償的角度進行探討，本研究從價值共創的視野延伸服務補償機制的疆界，以填補其缺口。
二、 擴展期望確認理論的實證研究：期望確認理論過往研究多應用於顧客滿意度之探討，本研究將其蔓延至服務補償領域，以了解當飯店業者因服務失誤而提供補償措施時，顧客對其服務補償期待、實質服務補償與期望確認程度，進而對飯店業者的補償行動是否有達到滿意而加以評估其績效。
三、 深掘服務補償對顧客喜悅度的影響力：在服務補償機制中，只有讓顧客滿意是不足以滿足其對服務失誤補償的期待。本研究鑒於期望確認理論模型之基礎下，將滿意度變數擴張為顧客喜悅度，透過對顧客喜悅度的探討，進一步了解顧客對服務補償的體驗績效。喜悅不僅是滿足顧客的期待，甚至是創建一個使其意想不到的價值或沒有預料到的滿足感，繼而促使實現企業所期望的顧客忠誠度。
四、 顧客喜悅度在網路評論的效用實證：網路世代來臨改變顧客的消費習性，從實體店面擴增至虛擬通路，傳統口碑行銷已不足以應付瞬息萬變的消費市場。根據研究指出，當顧客對飯店有消費需求時，通常會透過相關網站查看飯店業者的網路評論以做為消費決策的參考資料。因此，本研究將網路評論列為本研究模型中重要變數之一，藉以了解飯店業者在提供服務過程，因不慎發生服務失誤後的補償措施績效對後續網路評論的影響，實證結果亦得到具有積極影響關係。
Work-life balance and leisure time are receiving increased attention in Taiwan, creating more business opportunities for the hotel industry. In the meanwhile, the ability to deliver high-quality service becomes a core competence for hotel operators to possess, both because of the highly competitive consumer market and because of high customer expectations. Conversely, occurrences of service failure cannot be completely eliminated. Therefore, it is of crucial importance for hotel operators to regain customers’ trust and satisfaction through service recovery in the event of service failure.
Aiming at promoting customer value co-creation, this study expands on the conceptual framework of the expectation confirmation theory (ECT), which consists of four stages of service recovery, including customer participation for value co-creation (interactive stage), expectation confirmation (perceptive stage), customer delight (emotional stage), and online reviews (behavioral stage). Prior to the formal investigation, a trial was conducted which collected 53 online questionnaires from customers who had experienced hotel service failures in Taiwan. All question items in the trial study passed the preliminary item analysis and reliability analysis, and were therefore reserved for the subsequent formal study, where 723 responses were gleaned, including 603 online responses and 120 paper-and-pencil responses. 117 of the responses turned out invalid and were removed as a result, leaving a total of 606 valid responses, with a return rate of 83.8%. The data were put to statistical analyses through various procedures including descriptive statistics, common method variance, structural equation modeling, and differential analysis.
Conclusions and contributions of the study are as follows:
1) This empirical study confirms positive effects of value co-creation to substantive service recovery:
Customer participation during service recovery may effectively solve the problem of information asymmetry through communication, coordination, and negotiation. Compensatory proposals are agreed upon through mutual consensus, rather than being proposed unilaterally by hotel operators. This particular mechanism of service recovery can better meet customers’ needs, while enabling hotel operators to optimize resource allocation to their benefits. Conversely, through value co-creation, hotel operators are able to obtain in-depth understanding of customers’ needs, which in turn can be leveraged to improve customer satisfaction and achieve higher customer stickiness, while preventing customer loss. As few extant studies on service recovery in the hotel industry investigates substantive service recovery from the perspective of interaction with customers, this study extends the frontier of service recovery mechanisms by gaining new insights from value co-creation perspective.
2) This empirical study expands the ECT framework:
Past research on ECT is predominantly concerned with customer satisfaction. This study extends current research interests to service recovery to gain understandings of customers’ expectation, substantive service recovery, and the extent to which customers’ expectations are satisfied in the event of service recovery. Furthermore, performance of service recovery by hotel operators is assessed in relation to customers’ satisfaction.
3) This study deepens the understanding of the effect of service recovery to customer delight:
Under the current service recovery mechanism, customers’ satisfaction alone is not enough to meet their expectations for service failure compensation. This study expands the ECT framework by replacing the satisfaction component with customer delight. By gaining in-depth understandings of customer delight, performance of service recovery can be assessed in relation to customers’ experience. Customer delight means more than meeting customers’ expectations. Rather, it strives to create unexpected value or sense of satisfaction beyond customers’ expectations, thereby increasing customer loyalty to the hotel operators’ expectation.
4) This study confirms the effectiveness of customer delight in obtaining favorable online reviews.
The advent of online shopping has witnessed the shifting of customers’ consumption habits from physical stores to virtual spaces, rendering traditional word-of-mouth marketing strategies inadequate in coping with the ever-changing consumer market. It is well established in the literature that when booking hotel rooms online, most customers would first check customers’ reviews of the target hotel as a reference for their booking decisions. Considering its importance, this study incorporates online review as a key construct to the research model, which is used as a vehicle to investigate the effect of hotel operators’ compensatory measures to customer reviews on the booking website following inadvertent service failures. Empirical results in this study confirms that customer delight is conducive to favorable online reviews.
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