服務補救二次滿意之研究__臺灣人文及社會科學引文索引資料庫

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題名：	服務補救二次滿意之研究
書刊名：	管理學報
作者：	凌儀玲
作者(外文)：	Ling, I-ling
出版日期：	2005
卷期：	22:4
頁次：	頁449-465
主題關鍵詞：	服務失敗；服務補救；抱怨行為；認知腳本；二次滿意；Service failure；Service recovery；Complaint behavior；Cognitive script；Second time satisfaction
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(9) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:8 共同引用:44 點閱:87

本研究以服務失敗且補救又失敗的『雙重誤差』為研究背景，探討服務失敗發生後，企業如何進行有效的補救措施。研究設計乃是透過二項研究的前後配對實驗進行的，分別得到232與189份有效樣本，在第一階段首先以虛擬影片測試受試者抱怨行為與失敗嚴重性之關係，並瞭解顧客對服務補救的看法，第二次實驗則以認知腳本驗證服務補救期望差異對受試者知覺反應的影響。研究結果顯示，服務失敗嚴重程度與抱怨行為的強度呈顯著正向關係，服務補救腳本失驗的驗證，則證實正向（負向）期望補救腳本對補救知覺反應呈現正向（負向）影響效果，亦即按照顧客所期望補救措施確實可以帶來顧客的二次滿意。

以文找文

Providing high service quality and customer value will not only affect directly the space of survival in a competitive market, but also be the key factor of success in winning over customers. Although ”do right on the first time” is the first rule of productivity and service quality, sometimes, due to uncontrollable factors from outside organization, an enterprise should not ignore repeated occurrences of service failure. Prior researches concerned service failure and recovery strategy are plentiful (Best and Andreasen, 1976; Bolfing, 1989; Blodgett et al., 1993; Johnstons, 1995; Johnston and Hewa, 1997; Hoffman, Kelley and Rotalsky, 1995; Du, 2000, Liu et al., 2001; Cheng, 1997, 2002). The majority attached great importance to the recovery and effectiveness of service failure. However, pay less attention to how to recover again if recovery was failed to meet a customer’s expectation. Bitner, Booms and Tetrearlt (1990) indicated that the reason why customer not satisfy are inappropriate or inopportune recovery efforts from organization (that means incapability to offer effective recovery), so customer's negative evaluation may be enlarged to product a ”double deviation”. Shoemaker (1996) emphasized that cognitive script may operationalize customer's expectation. Therefore, we considered that an effective service recovery strategy might also show the recovery expectation by means of cognitive script. After service failure, if service recovery efforts are developed according to the script (the disconfirmation script which meets customer's expectancy), the positive satisfaction or service quality will form. Otherwise, the customer may feel dissatisfaction (Alford, 1993, 1998). Based on the assumption of double deviation, this study tried to explore that after service and recovery failure, how a company takes the effective recovery strategy. We thought that when a consumer faced the different severity of service failure, and if we could obtain positive (negative) disconfirmed service recovery script from customers, then we could further to understand the influence of effectiveness of service recovery on recovery performance, loyalty, and repurchase intention.. So, the purpose of this study explores the relationship between the severity of service failure and intensity of complaints, as well as hope to understand the positive (negative) recovery expectation through customer's cognitive script, and further to verify the variations of satisfaction before and after in the different disconfirmed recovery efforts. A repeated measure by two-stage experiment was used to test the hypotheses. The first stage of research tried to find the relationship between complaint behaviors and failure severity, and used cognitive script analysis to operate for service recovery expectations. The second study verified impact of difference expectation of service recovery by cognitive script on perceptive reflection from participants. Both studies adopted the same method that participants viewed a videotape before they filled in questionnaires. It was necessary to make sure that all subjects know the service encounter. Restaurant service satisfied this objective. Since the experiment was conducted in two-stages (That is, each participant has to consistently fill in two-stage questionnaires.) For smoothly proceeding, the research gave up method of laboratory and replaced with soliciting volunteer participants on internet that we posted ”solicit test participants” article on BBS, registered web page (Yam, Pchome Online, and Gais) and sent out many e-mails. Besides, in order to raise return rate, we provided incentives giving anyone who completed two-stage questionnaires prize. There are almost 20% participants did not continue to fill in the second-stage questionnaires, in order to examine distribution of two-sample frame, we took t-test the materials of second-stage samples for statistic examination. The results showed that the ratio of sample materials had no significance. The research design was to conduct front-and-rear paired experiments of two studies and obtained 232 and 189 samples respectively. The result showed that the higher severity of service failure, the more unsatisfactory customer is and the stronger the intensity of complaint is. Secondly, the author used the rank-order measure to elaborate the scripts. The rank-order measure does tap into two of the theoretical qualities of scripts：(1) that scripts consist of a core set of actions and (2) that these actions are temporally arranged (Aford, 1998). The author sorted out 10 expected recovery efforts (positive disconfirmed script), and 5 unexpected recovery measures (negative disconfirmed scripts) according to the extraction standards (the ratio must be over 40%) set by John and Whitney (1982). The service recovery expectation of the customers will affect the customer satisfaction, as well as the recovery response also affects customer's second time satisfaction. Finally, The results show that different recovery scripts (positive disconfirmed vs. negative disconfirmed) has significantly differences in the 2(superscript nd) satisfaction, recovery performance, repurchase intention and negative WOM. The gap of recovery performance is the widest (2.23), followed by negative WOM” (2.0) and repurchase intention (1.82). If we view from variance percentage, two different recovery measures have the greatest impact on recovery performance (159.29%), and are very helpful to lower negative WOM (-95%). They proved that the impact of different disconfirmed recovery script on perceptive reflection after recovery was significant. Listening to the voice of customer is absolutely an excellent opportunity for pushing enterprise forward. A customer's complain always means the customer is still willing to keep the relationship with the service provider. So how to let unhappy customers easy to complain the service failure is important. Therefore, how to deal with complaints wisely is the key for any enterprise to keep customers. It is important to establish ”the first time satisfaction”, ”the second time satisfaction” brought by recovery measures after service faults should also not be neglected.

以文找文

期刊論文
1.	Parasuraman, A.、Berry, L. L.(1992)。Prescriptions for a Service Quality Revolution in America。Organizational Dynamics，20，5-15。
2.	Hoffman, D. K.、Kelley, S. W.、Rotalsky, H. M.(1995)。Tracking service failures and employee recovery effort。Journal of Services Marketing，9(2)，49-61。
3.	Maxham, James G. III、Netemeyer, Richard G.(2002)。A Longitudinal Study of Complaining Customers' Evaluations of Multiple Service Failures and Recovery Efforts。Journal of Marketing，66(4)，57-71。
4.	Blodgett, J. G.、Hill, D. J.、Tax, S. S.(1997)。The Effect of Distributive, Procedural, and Interactional Justice in Post complaint Behavior。Journal of Retailing，73(2)，185-210。
5.	Maxham, J. G.(2001)。Service Recovery's Influence on Consumer Satisfaction, Positive Word-of-Mouth and Purchase Intentions。Journal of Business Research，54(1)，11-24。
6.	Johnston, R.(1995)。Service failure and recovery: Impact, attributes and process。Advances in Services Marketing and Management，4，211-228。
7.	Fimstahl, T. W.(1989)。My employees are my service guarantee。Harvard Business Review，67(4)，28-32。
8.	Smith, Ruth Ann、Houston, Michael J.(1985)。A Psychometric Assessment of Measures of Scripts in Consumer Memory。Journal of Consumer Research，12(2)，214-224。
9.	Westbrook, R. A.(198708)。Product/consumption-based affective re-sponses and postpurchase processes。Journal of Marketing Research，24(8)，258-270。
10.	Alford, B. L.(1998)。Using cognitive scripts to assess the process of professional service delivery。Journal of Professional Service Marketing，17(1)，77-102。
11.	Tax, S. S.、Brown, S. W.(1998)。Recovery and learning from service failure。Sloan Management Review，55(4)，75-88。
12.	Mehta, R.、Sivadas, E.(1995)。Comparing Response Rates and Response content in Mail versus Electronic Mail Surveys。Journal of Marketing Research Society，37(4)，429-439。
13.	Folkes, V. S.、Kotsos, B.(1986)。Buyers' and sellers' explanations for product failure: Who done it?。Journal of Marketing，50(2)，74-80。
14.	Goodwin, Cathy、Ross, Ivan(1992)。Consumer Responses to Service Failures: Influence of Procedural and Interactional Fairness Perceptions。Journal of Business Research，25(2)，149-163。
15.	Abelson, Robert P.(1981)。Psychological Status of the Script Concept。American Psychologist，36(7)，715-729。
16.	Gronroos, C.(1988)。Service Quality: The Six Criteria of Good Perceived Service。Review of Business，9(3)，10-14。
17.	Roselius, Ted(1971)。Consumer Rankings of Risk Reduction Methods。Journal of Marketing，35(1)，56-61。
18.	Brown, T. J.、Churchill, G. A. Jr.、Peter, J. P.(1993)。Research Note: Improving the Measurement of Service Quality。Journal of Retailing，69(1)，127-139。
19.	Kelley, Scott W.、Davis, Mary A.(1994)。Antecedents to Customer Expectations for Service Recovery。Journal of the Academy of Marketing Science，22(1)，52-61。
20.	Bitner, Mary Jo、Booms, Bernard H.、Tetreault, Mary Stanfield(1990)。The Service Encounter: Diagnosing Favorable & Unfavorable Incidents。Journal of Marketing，54(1)，71-84。
21.	鄭紹成(20020700)。服務補救滿意構面之探索性研究。管理評論，21(3)，49-68。延伸查詢
22.	Day, R. L.、Grabicke, K. S.、Schaetzle, T.、Staubach, F.(1981)。The hidden agenda of consumer complaining。Journal of Retailing，57(3)，86-106。
23.	Smith, Amy K.、Bolton, Ruth 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。
24.	Garbarino, Ellen、Johnson, Mark S.(19990400)。The Different Roles of Satisfaction, Trust, and Commitment in Consumer Relationships。Journal of Marketing，63(2)，70-87。
25.	Swanson, S. R.、Kelley, S. W.(2001)。Attributions and outcomes of the service recovery process。Journal of Marketing Theory and Practice，9(4)，50-65。
26.	Shoemaker, Stowe(1996)。Scripts: Precursor of consumer expectations。Cornell Hotel and Restaurant Administration Quarterly，37(1)，42-53。
27.	Murray, Keith B.、Schlacter, John L.(1990)。The Impact of Services Versus Goods on Consumers: Assessment of Perceived risk and Variability。Journal of the Academy of Marketing Science，18(1)，51-65。
28.	Blodgett, Jeffrey G.、Granbois, Donald H.、Walters, Rockney G.(1993)。The Effects of Perceived Justice on Complainants' Negative Word-of-Mouth Behavior and Repatronage Intentions。Journal of Retailing，69(4)，399-428。
29.	Boshoff, Christo(1997)。An Experimental Study of Service Recovery Options。International Journal of Service Industry Management，8(2)，110-130。
30.	Heskett, James L.、Sasser, W. Earl Jr.、Hart, Christopher W.(1990)。The Profitable Art of Service Recovery。Harvard business review，68(4)，148-156。
31.	Johnston, T. C.、Hewa, M. A.(1997)。Fixing service failures。Industrial Marketing Management，26(5)，467-473。
32.	Kelley, Scott W.、Hoffman, K. Douglas、Davis, Mark A.(1993)。A Typology of Retail Failures and Recoveries。Journal of Retailing，69(4)，429-452。
33.	Spreng, Richard A.、Harrell, Gilbert D.、Mackoy, Robert D.(1995)。Service Recovery: Impact on Satisfaction and Intentions。Journal of Services Marketing，9(1)，15-23。
34.	Bolfing, C. P.(1989)。How Do Customers Express Dissatisfaction and What Can Service Marketers Do Abut It。Journal of Services Marketing，3，5-23。
35.	Best, A.、Andreasen, A. R.(1976)。Consumer Response to Unsatisfactory Purchases: A Study of Perceiving Defects, Voicing Complaints, and Obtaining Redress。Law and Society，11，701-742。
36.	Bearden, William O.、Teel, Jesse E.(1983)。Some Determinants of Consumer Satisfaction and Complaint Reports。Journal of Marketing Research，20，21-28。
37.	Brown, S. P.、Beltramini, R. F.(1989)。Consumer Complaining and Word-of-mouth Activities。Advances in Consumer Research，16(1)，9-17。
38.	Folkes, Valerie S.(1984)。Consumer Reaction to Product Failure: An Attribution Approach。Journal of Consumer Research，10，398-409。
39.	Johnston, Robert、Fern, Adrian(1999)。Service Recovery Strategies for Single and Double Deviation Scenarios。Journal of the Service Industries，19(2)，69-82。
40.	Sean, John E.、Bowers, Michael R.(1998)。Service Quality and Satisfaction: The Process of People Dong Things Together。Journal of Services Marketing，12(1)，59-72。
41.	Sweat, J.、Hibhard, J.(1999)。Customer Disservice。Information Week，65-78。

會議論文
1.	Jacoby, Jacob、Kaplan, Leon B.(1972)。The Components of Perceived Risk。Third Annual Conference of the Association for Consumer Research，(會議日期: Nov. 2-5, 1972)。Association for Consumer Research。382-393。
2.	John, George、Whitney, John C.(1982)。An Empirical Investigation of the Serial Structure of Scripts。Chicago, IL。75-79。

學位論文
1.	Alford, B. L.(1993)。A framework for assessing consumer satisfaction with credence-bases services: A cognitive script approach(博士論文)。The Louisiana State University，Baton Rouge。
2.	杜壯(1999)。服務復原管理概念性模式之構建(博士論文)。國立交通大學。延伸查詢
3.	施淳瑄(2001)。台灣網路書店經營型態對服務品質、知覺風險、顧客行為意圖影響之探討(碩士論文)。國立政治大學，台北市。延伸查詢
4.	賴其勛(1997)。消費者抱怨行為、抱怨後行為及其影響因素之研究(博士論文)。國立臺灣大學。延伸查詢

圖書
1.	Zemke, R.、Schaaf, D.(1989)。The service edge: 101 companies that profit from customer care。New York, NY：New American Library。
2.	Zeithaml, Valarie A.、Parasuraman, A.、Berry, Leonard L.(1990)。Delivering Quality Service: Balancing Customer Perceptions and Expectations。New York：Simon and Schuster。
3.	Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。
4.	Lovelock, Christopher H.、Wirtz, Jochen(2004)。Service Marketing: People, Technology, Strategy。Upper Saddle River, NJ：Pearson Prentice Hall。
5.	Deighton, John(1994)。Managing Service When Service is a Performance。Service Quality: New Directions in Theory and Practice。Thousand Oaks, CA。
6.	O'Dell, S. M.、Pajunen, J. A.(2000)。The Butterfly Customer-capturing the Loyalty of Today's Elusive Consumer。John Wiley & Son。

圖書論文
1.	Smith, R. A.、Houston, M. J.(1983)。Script-based Evaluations of Satisfaction with Services。Emerging Perspectives on Service Marketing。Chicago, IL：American Marketing Association。
2.	Day, Ralph L.(1980)。Research Perspectives on Consumer Complaining Behavior。Theoretical Developments in Marketing。Chicago：American Marketing Association。

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