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題名：服務補救品質、員工努力與顧客參與服務補救對於補救後口碑行為關係之研究
作者：吳佩珊
作者(外文)：Pei-Shan Wu
校院名稱：國立高雄第一科技大學
系所名稱：行銷與流通管理所
指導教授：吳師豪
學位類別：博士
出版日期：2010
主題關鍵詞：正面口碑；滿意度；知覺價值；員工努力；服務補救品質；負面口碑；negative word-of-mouth；positive word-of-mouth；satisfaction；perceived value；employee effort；Service recovery quality
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隨著資訊科技的發展，消費者運用網際網路購物越來越趨普及，也改變了過去的消費習慣，運用網路購物來選購日常所需商品。但對企業來說，網路購物服務疏失卻是不可避免的，然而網路購物服務疏失與服務補救，均需要消費者高度參與及員工對整個補救流程的努力。本研究針對網路購物服務疏失所產生的服務補救過程，來了解服務補救品質對消費者評估該服務補救績效的影響。經文獻探討後，本研究歸納出三個重要的前置因子：服務補救品質、員工努力以及顧客參與，與兩個結果變數-正面口碑傳播及負面口碑傳播。
本研究在BBS（如：PTT e-shopping版）上公告問卷訊息，亦採以滾雪球抽樣方式來發放，透過親友協助轉貼問卷訊息，以擴大樣本回收數量，總計調查680份問卷，扣除無效問卷160份，回收有效問卷520份。本研究發現，在網路購物服務疏失發生時，服務補救品質及員工努力為影響顧客知覺價值、滿意度的關鍵因子，且以服務補救品質的影響力為最大，唯在網路購物服務補救過程中，顧客參與該服務補救對於顧客知覺價值、滿意度之間呈現不顯著。在服務補救過程中，顧客的滿意度是影響正、負面口碑最重要的影響因素，但在顧客的知覺價值對於正、負面口碑的影響是不顯著，僅藉由顧客滿意度來影響正、負面口碑，因此，滿意度是知覺價值對於正面及負面口碑的中介變數。經由實證研究，本研究依據上述發現提出具體的理論與實務意涵以及未來研究建議。
The quick expansion of information technology (IT) has changed customers’ shopping behaviors. Shopping on line has become a prevalent choice for consumers when purchasing their daily goods. As for businesses, avoiding service failure is impossible. However, service recovery occurring online request high level of customer participation and the endeavor of employees on the recovering process. This study focuses on the service recovery process caused by the service failure under an online shopping context to investigate the influence of service recovery quality on customers’ evaluation of service recovery performance. Extending from prior studies, the author proposes three important antecedents, naming service recovery quality, employee effort and customer participation, two dependent variables which are positive and negative word-of-mouth (WOM), as well as two mediators, perceived value and satisfaction.
Data were gathered through two different sources including internet survey on PTT e-shopping and other relative websites, as well as through the snowball method with the help of friends and relatives distributing questionnaires on the internet. A total of 680 questionnaires were collected whereas 160 of them were invalid resulting in 520 usable questionnaires. The result reveals that both service recovery quality and employee effort are the key factors of perceived value and satisfaction in the occurrence of internet shopping service failures while the influence of service recovery quality is the strongest. However, the effects of customer participation in the service recovery on perceived value and satisfaction are not significant. In the service recovery process, customer satisfaction plays an important role on positive and negative word-of-mouth. The effects of perceived value on positive and negative word-of-mouth are not significant, but perceived value can indirect affect positive and negative word-of-mouth through satisfaction. Therefore, we conclude that satisfaction is the mediator in the two relationships between perceived value and both positive and negative word-of-mouth. Theoretical and managerial implications, as well as future research, are also proposed.
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