從心理契約違背觀點探討消費者在網路服務補救後的心理認知與後續行為_

:::

詳目顯示

第 1 筆 / 總合 1 筆

/1頁

來源文獻資料
摘要
外文摘要
引文資料

題名：	從心理契約違背觀點探討消費者在網路服務補救後的心理認知與後續行為
書刊名：	資訊管理學報
作者：	洪郁雯／鄭光廷／許惠媚
作者(外文)：	Hung, Yu-wen／Cheng, Kuang-ting／Hsu, Hui-mei
出版日期：	2015
卷期：	22:2
頁次：	頁199-223
主題關鍵詞：	服務補救；心理契約違背；知覺公平；Service recovery；Psychological contract violation；PCV；Perceived justice theory
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:16

隨著電子商務蓬勃發展，網路購物所產生的各種服務也逐漸朝多元化的發展。然而如運送問題、安全問題、網站設計問題等服務失誤，也在現實生活中無法避免的產生。但當服務失誤產生時，網路商家如何有效地進行服務補救，是一個值得重視的課題。過去關於網路購物服務補救的研究主要著重以公平理論來探討，其針對消費者感知公平發展了不同的心理維度，並利用這些維度來解釋對服務補救的影響力。然而本研究認為衡量公平都必須基於一個比較的基準點，而在網路購物服務的層面上，此基準點立著於消費者與網路商家之間的購買契約。消費者會基於網路商家在發生服務失誤後的補救措施，而有所感知是否公平，進而對於該網路商家產生滿意度與後續行為，因此本研究試圖從心理契約違背的觀點來探討顧客對服務補償的公平認知，及對其後續行為意願（再購意願、口碑傳播）之影響。本研究利用實證調查的方式，有效分析188份問卷資料發現，服務補救後心理契約違背會正向影響消費者的負面口碑意圖以及負向影響消費者再購意願；消費者知覺分配公平、互動公平、程序公平會負向影響消費者對於服務補救後心理契約違背。本實證結果證明了用知覺公平理論來解釋服務補償時，與消費者後續行為之間的確存在一個重要的中介變數－「心理契約違背感」。一旦消費者認知網購業者未能履行契約就會產生負面情緒，對於服務補救的心理契約違背就會產生，進而會影響消費者後續對該網路商家的種種行為。此外，本研究結果也提出建議，網路商家在面臨服務失效時，必須在消費者所在乎的補償回應速度、補償內容與補償過程，制訂或採取適當的政策或策略，才能有效的提升顧客滿意度。

以文找文

Purpose-With the rapidly growing competition in e-commerce, online retailers provide diverse products and service to enhance the customer's experience and increase satisfaction. However, service failures cannot be completely excluded. When service failure occurs, it may lead to customer dissatisfaction and switch to switch to competitors who are just a click away. Therefore, service recovery, defined as the response to service failure, is a critical issue for online service providers. The primary objective of this study is to explore the antecedents and consequences of service recovery encounters. In addition, this study also examines the perception of justice in service recovery and how it affects the behavioral outcomes. Design/methodology/approach-The research model is developed from a perspective of psychological contract violation (PCV) and perceived justice theory. The model is designed to explore the antecedents and consequences of service recovery violation. The data was collected by questionnaire from 188 Taiwanese online shoppers who have encountered service failure and made complaints. Findings-The results show that distributive justice, procedural justice, and interactional justice negatively affects PCV. PCV decreases repurchasing intention and increase negative word-of-mouth intention. Moreover, attribution moderates the relationship between distributive justice and PCV and policy clarity moderates the relationship between procedural justice and PCV. Research limitations/implications-This study relies on questionnaire approach and each respondent answer the questions based on their previous experience. Hence, future research can be employed scenario-based survey or experiments to confirm the conclusion of this study. Practical implications-The results provide several managerial implications with online retailers. First, effective service recovery leads to a higher level of repurchasing intention and a lesser level of negative word-of-mouth behavior. Second, online retailers should provide clear service recovery policy, fair compensation, and quick response process to improve customer satisfaction and enhance customer relationship. Originality/value-This study integrates perceived justice theory and psychological contract violation perspective to investigate consumer behaviors after service recovery. The paper concludes with implications for online retailers, and future directions for researchers are also discussed.

以文找文

期刊論文
1.	Holloway, Betsy B.、Beatty, Sharon E.(2003)。Service Failure in Online Retailing: A Recovery Opportunity。Journal of Service Research，6(1)，92-105。
2.	Schoefer, K.、Diamantopoulos, A.(2008)。The role of emotions in translating perceptions of (in) justice into postcomplaint behavioral responses。Journal of Service Research，11(1)，91-103。
3.	Hekman, D. R.、Bigley, G. A.、Steensma, H. K.、Hereford, J. F.(2009)。Combined effects of organizational and professional identification on the reciprocity dynamic for professional employees。Academy of Management Journal，52(3)，506-526。
4.	Zhang, Y.、Fang, Y.、Wei, K. K.、Ramsey, E.、McCole, P.、Chen, H.(2011)。Repurchase Intention in B2C E-Commerce-A Relationship Quality Perspective。Information and Management，48(6)，192-200。
5.	Del Río-Lanza, A. B.、Vázquez-Casielles, R.、Díaz-Martín, A. M.(2009)。Satisfaction with Service Recovery: Perceived Justice and Emotional Responses。Journal of Business Research，62(8)，775-781。
6.	Tekleab, A. G.、Takeuchi, R.、Taylor, M. S.(2005)。Extending the Chain of Relationships among Organizational Justice, Social Exchange, and Employee Reactions: The Role of Contract Violations。Academy of Management Journal，48(1)，146-157。
7.	Bell, C. R.、Zemke, R. E.(1987)。Service Breakdown: The Road to Recovery。Management Review，76(10)，32-35。
8.	Lambert, L. S.、Edwards, J. R.、Cable, D. M.(2003)。Breach and fulfillment of the psychological contract: A comparison of traditional and expanded views。Personnel Psychology，56(4)，895-934。
9.	Hoffman, K. Douglas、Kelley, Scott W.(2000)。Perceived justice needs and recovery evaluation: a contingency approach。European Journal of Marketing，34(3/4)，418-433。
10.	Ambrose, M.、Hess, R. L.、Ganesan, S.(2007)。The relationship between justice and attitude: An examination of justice effects on event and system-related attitudes。Organizaitonal Behavior and Human Decision Process，103(1)，21-36。
11.	Fang, Y. H.、Chiu, C. M.(2014)。Exploring online double deviation effect from psychological contract violation, emotion, and power perspectives。Pacific Asia Journal of the Association for Information Systems，6(1)，39-65。
12.	Holloway, B. B.、Wang, S.、Beatty, S. E.(2009)。Betrayal? Relationship quality implications in service recovery。Journal of Services Marketing，23(6)，385-396。
13.	Hsieh, P. L.(2012)。Why e-return services fail: A psychological contract violation approach。Cyberpsychology, Behavior, and Social Networking，15(12)，655-662。
14.	Kim, Y. J.、Lee, J. M.、Koo, C.、Nam, K.(2013)。The role of governance effectiveness in explaining IT outsourcing performance。International Journal of Information Management，33(5)，850-860。
15.	Liang, W. L.、Liu, Y.(2014)。The impact of psychological contract violation on hotel customer loyalty: Moderating effect of service recovery strategies。Tourism Tribune，29(2)，55-65。
16.	Lii, Y. S.、Lee, M.(2012)。The joint effects of compensation frames and price levels on service recovery of online pricing error。Managing Service Quality: An International Journal，22(1)，4-20。
17.	Nikbin, D.、Marimuthu, M.、Hyun, S. S.、Ismail, I.(2014)。Relationships of perceived justice to service recovery, service failure attributions, recovery datisfaction, and loyalty in the context of airline travelers。Asia Pacific Journal of Tourism Research，20(3)，1-24。
18.	Roehling, M. V.(1997)。The origins and early development of the psychological contract construct。Journal of Management History，3(2)，204-217。
19.	Davidow, Moshe(2003)。Organizational Responses to Customer Complaints: What Works and What Doesn't。Journal of Service Research，5(3)，225-250。
20.	Mattila, A. S.(2001)。The Effectiveness of Service Recovery in A Multi-industry Setting。Journal of Services Marketing，15(7)，583-596。
21.	McColl-Kennedy, Janet R.、Sparks, Beverley A.(2003)。Application of Fairness Theory to Service Failures and Service Recovery。Journal of Service Research，5(3)，251-266。
22.	Morrison, E. W.、Robinson, S. L.(1997)。When employees feel betrayed: a model of how psychological contract violation developed。Academy of Management Review，22(1)，226-256。
23.	Koh, C.、Ang, Soon、Straub, D. W.(2004)。IT Outsourcing Success: A Psychological Contract Perspective。Information Systems Research，15(4)，356-373。
24.	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。
25.	Pavlou, Paul A.、Gefen, David(2005)。Psychological contract violation in online marketplaces: antecedents, consequences, and moderating role。Information Systems Research，16(4)，372-399。
26.	Fornell, C.、Wemerfelt, B.(1987)。Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis。Journal of Marketing Research，24(4)，337-346。
27.	Singh, Jagdip、Wilkes, Robert E.(1996)。When consumers complain: a path analysis of the key antecedents of consumer complaint response estimates。Journal of the Academy of Marketing Science，24(4)，350-365。
28.	Kingshott, R. P. J.(2006)。The Impact of Psychological Contracts upon Trust and Commitment within Supply-Buyer Relationships: A Social Exchange View。Industrial Marketing Management，35(6)，724-739。
29.	Levesque, T. J.、McDougall, G. H. G.(2000)。Service problems and recovery strategies: an experiment。Canadian Journal of Administrative Sciences，17(1)，20-37。
30.	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。
31.	Smith, A. K.、Bolton, R. N.、Wagner, J.(1999)。A model of customer satisfaction with service encounters involving failure and recover。Journal of Marketing Research，36(3)，356-372。
32.	Gilly, M. C.(1987)。Post Complaint Processes: From Organizational Response to Repurchase Behavior。Journal of Consumer Affair，21(2)，293-313。
33.	Gronroos, C.(1988)。Service Quality: The Six Criteria of Good Perceived Service。Review of Business，9(3)，10-14。
34.	Tax, Stephen S.、Brown, Stephen W.、Chandrashekaran, Murali(1998)。Customer evaluations of service complaint experiences: implications for relationship marketing。Journal of Marketing，62(2)，60-76。
35.	Bitner, Mary Jo、Booms, Bernard H.、Tetreault, Mary Stanfield(1990)。The Service Encounter: Diagnosing Favorable & Unfavorable Incidents。Journal of Marketing，54(1)，71-84。
36.	Maxham, J. G. Sr.、Netemeyer, R. G.(2002)。Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent。Journal of Retailing，78(4)，239-252。
37.	Harris, Katherine E.、Grewal, Dhruv、Mohr, Lois A.、Bernhardt, Kenneth L.(2006)。Consumer responses to service recovery strategies: The moderating role of online versus offline environment。Journal of Business Research，59(4)，425-431。
38.	Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。
39.	Rousseau, Denise M.(1989)。Psychological and implied contracts in organizations。Employee Responsibilities and Rights Journal，2(2)，121-139。
40.	Huppertz, John W.、Arenson, Sidney J.、Evans, Richard H.(1978)。An Application of Equity Theory to Buyer-Seller Exchange Situations。Journal of Marketing Research，15(2)，250-260。
41.	Robinson, Sandra L.(1996)。Trust and breach of the psychological contract。Administrative Science Quarterly，41(4)，574-599。
42.	Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, A.(1993)。The Nature and Determinants of Customer Expectations of Service。Journal of the Academy of Marketing Science，21(1)，1-12。
43.	Robinson, Sandra L.、Rousseau, Denise M.(1994)。Violating the psychological contract: Not the exception but the norm。Journal of Organizational Behavior，15(3)，245-259。

會議論文
1.	Michel, S.(2002)。Exploring the service recovery paradox。The American Marketing Association Summer Educators Conference，(會議日期: 2002/08/03-08/06)。San Diego, CA。75-82。

圖書
1.	Nisbett, R. E.、Ross, L.(1980)。Human inference: Strategies and shortcomings of human judgment。Englewoord Cliffs, NJ：Prentice-Hall。
2.	Homans, G. C.(1961)。Social Behavior: Its Elementary Form。New York, NY：Harcourt Brace & World。
3.	Levinson, Harry、Price, Charlton R.、Munden, Kenneth J.、Mandl, Harold J.、Solley, Charles M.(1962)。Men, management, and mental health。Harvard University Press。
4.	Argyris, Chris(1960)。Understanding organizational behavior。Dorsey Press。
5.	Rousseau, Denise M.(1995)。Psychological contracts in organizations: Understanding written and unwritten agreements。Sage Publications, Inc.。
6.	Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。

圖書論文
1.	Adams, John Stacey(1965)。Inequity in social exchange。Advances in experimental social psychology。Academic Press。

推文
推薦
引用網址
引用嵌入語法
轉寄

top

:::

相關期刊
相關論文
相關專書
相關著作
熱門點閱

1.	知覺補救、顧客滿意度與再購意願之研究--以網購配送服務失誤為例
2.	服務補救與購後行為--企業形象與先前經驗價值之干擾效果
3.	網路購物中服務補救、信任修復與顧客購後行為關係之研究
4.	服務補救下顧客自我構建對知覺公平之影響--以正負向情緒為調節變項
5.	網路購物服務失誤、服務補救與顧客滿意度--期望不一致與知覺公平觀點
6.	不同顧客價值傾向下旅館服務補救對顧客滿意的影響
7.	服務補救、知覺公平、知覺風險與顧客價值之因果關係研究--以旅館業為例
8.	臺灣旅館業服務補救、知覺公平與知覺風險之矩陣關係研究

1.	前置因子、非計畫性購買行為、服務補償及再購意願之探討研究－以國際旅展(ITF)為例

無相關書籍

無相關著作

無相關點閱

QR Code

臺灣人文及社會科學引文索引資料庫系統

詳目顯示

臺灣人文及社會科學引文索引資料庫