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題名:消費者對專業服務失誤的回應─華人關係之調節效果
作者:李育憶 引用關係
作者(外文):Yu-I Lee
校院名稱:國立雲林科技大學
系所名稱:企業管理博士班
指導教授:賴其勛
學位類別:博士
出版日期:2012
主題關鍵詞:服務失誤轉換行為華人關係專業服務switching behaviorservice failuresprofessional serviceGuanxi
原始連結:連回原系統網址new window
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在華人社會中,「關係」是社會運作的特殊機制,也是人際互動的準則。有別於西方的關係,華人「關係」在商業活動、企業管理及組織行為中扮演著關鍵的人際連結,也是可分享與交換的資源,甚至能為組織帶來競爭優勢。因為「關係」對華人社會的人際互動具有相當的影響力,所以華人的思想與行為皆會受到「關係」所影響。因此,本研究探討當專業服務失誤發生時,「關係」如何影響與調節消費者的轉換行為,為了讓研究結果更符合內部效度與外部效度,所以共設計與進行實驗室實驗與實地實驗。研究結果顯示,在不同的「關係」類型與「關係」構面之下,服務失誤對消費者的轉換行為皆有顯著影響;且「關係」構面對於消費者轉換行為具有顯著的調節效果。所以「關係」確實能影響與調節消費者的轉換行為,因此企業若能協助與滿足消費者,並建立「關係」使雙方更加緊密,這段「關係」除了能提高企業經營績效之外,更可以成為企業的無形資產,增強企業的競爭能力。
“Guanxi” is not only a special mechanism in the operation of society, but also a criterion of personal interaction. The Chinese “Guanxi”, different from the West relationship, plays a key role between interpersonal links in commercial activities, business management and organizational behavior. It is the resource which could be shared and exchanged, and can bring a competitive advantage for the organization. Because the “Guanxi” has a considerable influence on the thought and behavior in Chinese society, this research explores how the “Guanxi” influences switching behavior of consumers when a professional service failure occurs. To make the results with internal and external validity, this research design adopts both laboratory experiments and field experiments. The result which is the same in the laboratory experiments and field experiments shows that service failure, under different type of “Guanxi” (jiaren, shou ren and sheng ren) and different dimension of “Guanxi” (ganqing, renqing and miazi), has a significant impact on the switching behavior of consumers, and the dimension of “Guanxi” has a significant moderating effect. Therefore, the switching behavior of consumers would in fact be affected by the “Guanxi”, so the enterprises can assist consumers to meet their need, and make closer through the establishment of the “Guanxi”. The “Guanxi” can not only improve the operation performance of business, but also become the enterprises’ intangible assets to enhance the competitiveness.
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