服務缺失, 補救與顧客反應之研究--以通信服務業為例.docVIP

服務缺失、補救與顧客反應之研究--以通信服務業為例 An Investigation of Customer Response to Service Failure and Service Recovery 廖森貴* 謝作明 Sen-kuei Liao* Tso-ming Hsieh 國立臺北科技大學商業自動化與管理研究所 摘要 服務的提供與消費為同時發生並有不可分割的特性，服務人員在與顧客接觸過程中，難免會有服務缺失的情形產生，造成顧客的負面反應。如果業者能夠透過服務補救的手段來補救缺失的情形，將會使消費者更滿意該企業，進而產生更高的忠誠度。因此，本研究目的在探討服務缺失、服務補救、顧客滿意度與忠誠度間之研究。 研究範圍以行政院主計處所定義的「通信服務業」為主，對象包括行動電話服務業者及網際網路服務供應商。研究流程分為兩階段，首先以重要事件技術法（CIT）歸納服務缺失類別，藉以發展第二階段問卷後，採因素分析萃取因素構面，利用LISREL來分析服務缺失、服務補救、顧客滿意與顧客忠誠間之因果關係。此外，並以獨立樣本T檢定來判別兩服務業間是否有差異存在。 研究結果發現當顧客對服務缺失的發生愈不滿時，業者若能適時補救，則補救後的顧客滿意度會相對提高，並影響到顧客忠誠度的提升。研究結果也說明兩種服務業的顯著差異在於服務缺失、服務補救與顧客忠誠度。 關鍵詞：服務缺失、服務補救、顧客滿意、顧客忠誠。 投稿受理時間：90年10月11日 審查通過時間：91年1月18日 ABSTRACT Due to the variety of customers’ need and the variation of services, service failure is considered as a matter of the inevitable issue. If dealing with service failure properly, not only can the enterprise recover the customer satisfaction but also create higher customer loyalty. The purpose of the study was to investigate the relationship between service failure, service recovery, customer satisfaction, and customer loyalty. There are two approaches in this study. To develop the questionnaire first, the incidents of service failure are categorized by Critical Incident Technique. After gathering the data, the dimensions are then abstracted by factor analysis. At last, LISREL was used to test the relation between service failure, service recovery, customer satisfaction, and customer loyalty. In addition, independent t-test is used to distinguish between the industry of mobile phone service and Internet service provider. The results reveal that customer satisfaction will raise after service recovering. The more unsatisfactory when service failure happened, the more satisfactory when service recovery got. In the service failure incidents, the response to customer’s need influences the satisfaction much more. Keywords: Service Failure, Service Recovery, Customer Satisfaction, Customer Loyalty. 壹、緒論 隨著社會進步，台灣工商產業結構快速變遷，服務業所佔比例，己超過