服務補救策略的研究－關係行銷的觀點

Abstract

本研究探討服務失誤的補救策略對顧客關係導向認知與關係品質之影響，並以產品涉入程度與關係傾向爲干擾變項。服務補救已被視爲策略議題，而補救策略可區分爲兩大類：一爲補救預應策略（服務失誤發生前），二爲補救反應策略（服務失誤發生後）。過去研究著重在服務失誤的類型、服務補救與顧客滿意度的關係，對於服務補救與關係行銷的關連性，以及積極的預應策略皆較少著墨；企業欲改善與顧客的關係，亦應了解顧客關係導向認知程度，以及關係傾向及涉入程度對關係品質的影響，因此本研究可彌補過去研究缺口。本研究實證結果顯示，不論補救預應策略或反應策略對顧客關係導向認知都具有正向顯著的影響，而顧客關係導向認知亦會正向影響關係品質，但不同金融行業在部分的變項呈現不同的結果。最後根據實證結提出理論與實務意涵，並建議未來的研究方向。

This research primarily investigates how recovery strategy of service failure affects customer relationship cognation orientation and relationship quality, and uses product involvement and relationship proneness as moderating variables. Service recovery has been identified as a strategic issue in the service marketing and management literature. This research classifies recovery strategy into two types: one is proactive recovery strategy, and the other is reactive recovery strategy. Previous studies focus on service failure types and recovery impact on satisfaction, lack of relation of service recovery and relationship marketing and positive proactive recovery strategy, besides, firm want to improve relationship with customer, should be understand cognation of customer relationship orientation, degree of relationship proneness and involve impact on relationship quality. The empirical result reveals that, both proactive recovery strategy and reactive recovery strategy have significant effect on cognation of customer relationship and relationship quality. Some variables are not significantly affected only when different industries are divided and tested alone. Researchers finally suggest some implications for practice and theory, and the suggestions for future study.