不同顾客价值倾向下服务补救对顾客满意的影响以旅馆业为例.docVIP

不同涉入程度下服務補救對知覺公平的影響：以零售業為例 The influence of service recovery on perceived justice under different involvement level－an evidence of retail industry 張宏生* 陳澤義** 張宏居*** *德霖技術學院餐旅管理系助理教授 **東華大學國際企業系教授 ***萊爾富公司行銷處課長 摘 要 本研究目的旨在探討服務補救與知覺公平之間的關係，並進一步探索消費者涉入程度與區域次文化所扮演的調節效果的關係。吾人透過具有高信度與效度之量表，以問卷訪談方式蒐集樣本資料。結果發現，消費者在高涉入程度下，服務補救中的補償與授權構面對知覺公平有較高的影響；低涉入程度下，服務補救中的溝通、回饋、解釋、與有形構面對知覺公平有較高的影響；在都市次文化下，服務補救中的溝通、回饋、解釋、與授權等構面對知覺公平有較高的影響；在鄉鎮次文化下，服務補救中的補償與有形構面對知覺公平有較高的影響。最後，若針對知覺公平的三構面進行分析，研究發現在高涉入程度下，服務補救對分配公平有較高的影響；低度涉入程度下，服務補救對互動公平有較高的影響；在都市次文化下，服務補救對程序公平有較高影響；在鄉鎮次文化下，服務補救對分配公平有較高影響。本研究並建議後續研究者可進一步探討其他可能影響知覺公平的調節變數。實務上，管理者可以採用最佳化投資於攸關的服務補救線索，以提昇知覺公平。最後，本研究主要貢獻在於針對涉入程度、區域次文化與三種知覺公平之間，提供一個新的服務補救之「結構化」關係模型。 關鍵詞：服務補救、知覺公平、涉入程度、區域次文化 Abstract The purpose of this work is to elucidate how service recovery and perceived justice are related, and explores the modulation effect of involvement level and subculture in this relationship. Samples were collected using the questionnaire, which had been assessed the quality of our measurement efforts by investigating reliability and validity. Under high involvement level, perceived justice is found to be affected mainly by atonement and empowerment, whereas communication, feedback, explanation and tangibles influence perceived justice under low involvement level. Moreover, under city subculture, perceived justice is found to be affected mainly by communication, feedback, explanation and empowerment. Furthermore, under country subculture, perceived justice is found to be affected mainly by atonement and tangibles. Finally, for three dimensions of perceived justice, under high involvement level, distributive justice is found to be affected by service recovery, whereas service recovery influence interactive justice under low involvement. Under city subculture, processing justice is found to be affected by service recovery, whereas service recovery influence distributive justice. For future research, other modulation effect of service rec