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題名：顧客滿意失驗下之轉換意圖前置因素之研究
作者：鄭益興
作者(外文)：I-Shin Cheng
校院名稱：國立東華大學
系所名稱：企業管理學系
指導教授：池文海
學位類別：博士
出版日期：2007
主題關鍵詞：轉換意圖；轉換成本；整體滿意/不滿意；尋求多樣化；失驗；服務失誤；服務補救；補救弔詭；Switching Intention；Switching Cost；Overall Satisfaction /Dissatisfaction；Variety Seeking；Service Recovery；Service Failure；Recovery Paradox；Disconfirmation
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自從1960’s學者將滿意度引入行銷領域之後，起初的研究偏向顧客主觀上對其期望和感知的產品屬性進行比較的結果，1990’s學者將情感因素帶入滿意的概念，認為滿意包含著情感內涵，顧客滿意成為企業競爭優勢重要因素，其不但對品牌忠誠度、口碑、市場佔有率與企業形象有直接影響，更對企業獲利率造成正面衝擊；同時也指出服務品質、價值、滿意度等構面與顧客忠誠有密切相關，只要提高服務品質、增加滿意度或是增加消費者的知覺價值都可強化顧客忠誠；但是這些研究仍無法充分的解釋為何不滿意的消費者選擇保留忠誠，而滿意的消費者卻選擇轉換，這可能與研究構面有關，或是僅從個別構面進行探討，無法充分顯示完整變數間的互相影響效果。
所以本研嘗試從轉換成本(Switching Cost)與尋求多樣化(Variety Seeking)兩個研究構面，探討在滿意失驗的情境之下，消費者的整體滿意以及轉換意圖。究根據一些學者的研究，雖然消費者不滿意，但消費者知覺到轉換成本過高時，還是會選擇繼續保留；也有學者認為這與消費者個人心理特質有關，認為個人的態度會影響行為意圖(Behavior Intention)，進而影響到個人的行為；在心理學領域也認為態度對行為產生指導性或動態性的影響，所以消費者尋求多樣化的特質亦影響其轉換意圖。
本研究根據文獻提出理論模式與問卷，在全國分別針對與汽車修護廠、手機系統商、信用卡發卡銀行有接觸之三類消費者隨機發放問卷，共計回收有效問卷1373份，經統計、檢定分析後，發現服務提供者在服務過程中，服務失誤在所難免，但是如果補救的措施做不好，或是經常出現失誤，就讓消費者真正產生轉換的理由，初次失驗只是觸發(triger)，但是消費者的真正轉換意圖，受到整體滿意、尋求多樣化與轉換成本三個中介變項的影響，補救失驗卻是居中操縱的槓桿。並且發現消費者申訴的比例與之前國外的研究相較是明顯偏高，而且有為數不少之消費者沒有遭遇失誤卻也採申訴行動。本研究也發現初次失驗與補救失驗之間存在著補救弔詭，但是這無助於提高消費者的整體滿意；同時發現轉換成本與尋求多樣化都與轉換意圖呈現顯著正向影響。
本研究儘管問卷設計力求嚴謹，樣本之取得為兼具廣度及代表性，在全省隨機取得三種服務業消費者的樣本，然而面對多元複雜的轉換意圖影響因素，囿於主客觀因素，研究仍存在有對象、反應偏誤、橫斷面調查方法等限制。
根據本研究實證結果，較之國外研究結果，國人消費意識抬頭，勇於爭取個人權益，企業最好的服務策略是「服務零失誤、補救要即時」。如果發生服務失誤，企業最好趕快進行有效補救，也許因為「補救弔詭」的緣故，稍稍挽回消費者的心，但是對於消費者的傷害已經產生—無助於提高整體滿意；可是企業不採取補救措施，或是經常服務失誤，那只會加速促使消費者選擇轉換。消費者尋求多樣化程度越高，其轉換意圖越明顯，這尚符合直觀及學理之推論；但是轉換成本與轉換意圖呈現顯著正向影響，與之前一些研究截然不同，是乎意謂著業者以轉換成本限制消費者的策略失靈，此一現象是否會普遍存在於不同行業，或因研究假設模式之調整而有所差異，應可供後續研究進一步探討。
Since the 60s, scholars have introduced satisfaction in marketing, and the initial studies tended to focus on the customers’ subjective comparison between the expected and perceived product attributes. In the 90s, scholars included the emotional factors in satisfaction and suggested that satisfaction involved emotional content. Customer satisfaction becomes the critical factor of competitive advantage in enterprises, and it not only directly influences brand loyalty, word-of-mouth, market share and corporate image, but also has positive impact on corporate profits. In addition, they also indicated that service quality, value and satisfaction are closely connected to customer loyalty. The increase of service quality, satisfaction or consumers’ cognitive value can strengthen customer loyalty. However, these studies could not fully explain why the unsatisfied consumers remained their loyalty and satisfied ones decided to switch. It might be associated with research constructs. Besides, the research on one construct could not completely reveal the effects among the variables.
Thus, this research tries to explore consumers’ overall satisfaction and switching intention in the situation of initial disconfirmation and recovery disconfirmation by switching cost and variety seeking. According to the studies of some scholars, although consumers are unsatisfied, they still decide to remain when perceiving overly high switching cost. Some scholars also suggested that it was related to the consumers’ personal psychological characteristics and they indicated that personal attitude would influence behavior intention and further affect personal behavior. In the domain of psychology, they also suggested the instructive or dynamic influences on behavior. Therefore, consumers variety seeking would also influence their switching intention.
According to the literatures, this research proposed the theoretical model and questionnaire and randomly distributed the questionnaires to the consumers in automobile repair companies, mobile phone service provider, credit card banks in Taiwan. There were 1373 valid questionnaires returned. After statistics and test analysis, we found that service failure was inevitable during the process of service. The dissatisfying recoveries or frequent failure would become the main reasons for the consumers switch. Initial disconfirmation is only a trigger. However, the consumers’ real switching intention was affected by three intervening variables: overall satisfaction, variety seeking and switching cost. Recovery disconfirmation was the key of above. We also found that the frequency of consumers’ complaints was significantly higher than the past overseas studies. Besides, many consumers complained even though they did not experience the failure. This research also found that there was recovery paradox between the initial disconfirmation and recovery disconfirmation. However, it did not increase the consumers’ overall satisfaction; we also found that switching cost and variety seeking both had significant and positive correlation with switching intention.
Although the questionnaire design of this research is precise and we acquire general and representative samples (random acquisition of the consumers in three service industries in Taiwan), with diverse and complicated factors of switching intention, there is still the research limitation in terms of targets, reaction error and cross-sectional survey.
Comparing with overseas research finding, the empirical results of this research show the rise of the consuming consciousness of the people in Taiwan and people tend to fight for their personal rights. The best service strategy of the enterprises is “Zero service failure and immediate recovery ”. When there is service failure, the firms should have effective recovery as soon as possible.
Because of “recovery paradox”, the enterprises slightly comfort the consumers; however, it can no longer increase the overall satisfaction; without recoveries or with frequent service failure, the enterprises will accelerate the consumers’ switch. When consumers’ variety seeking degree is higher, their switching intention will be more significantly which meets the direct and theoretical inference. However, there is significant and positive correlation between switching cost and switching intention. The finding is different from the previous studies. It seems to imply the failure of corporate strategy to restrict the consumers by switching cost. We can further study if the situation is generally in different industries or it will be different depending on the research hypothesis models.
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