服務保證設計與擔保可信度對認知風險與求償意願之影響

Abstract

服務無形性使消費者於購買前無法評估服務好壞，且變異性使企業難以將每次員工與消費者的互動標準化，這兩者容易造成消費者無安全感與不確定性的增加，加上隨著消費者至上觀念興起，企業如何傳遞訊息予消費者，進而降低顧客的不確定性，增加消費者消費的信心，是企業的一大挑戰，如何透過服務保證設計提升消費者的購買意圖逐漸獲得企業重視。本研究因而針對不同服務保證類型，搭配補償水準高低，並以擔保可信度為干擾變數探討不同搭配組合對消費者認知風險以及購買意圖之影響，本研究以實驗法進行研究假設之驗證。研究結果發現，特定保證能降低消費者認知之績效風險與財務風險及提升顧客求償意願，而補償水準愈高亦愈能降低消費者之績效風險及提升顧客求償意願。加入擔保可信度後，企業之高擔保可信度將能縮小無條件與特定服務以及高低補償水準下消費者之認知風險與求償意願間之差距。

It is not easy to evaluate the quality of service before purchase because of the characteristics of service, such as intangibility and heterogeneity. Therefore, perceived uncertainty and risk is higher when customers purchase intangible service than when they purchase tangible goods. To increase purchasing intention, firms are eager to reduce customers' perceived risk by send singles. One of the most often used single is providing service guarantee. This study addresses two types of service guarantees with high and low levels of compensation and uses bond credibility (BC) as a moderator to investigate the interaction of service guarantee types and BC and that of compensation levels and BC. An experiment procedure is employed and 8 scenarios in hotel service are used. The results of ANOVA test show that specific guarantee, compared to the unconditional guarantee, reduces both consumers perceived performance and financial risk but increases customer invoking intention. In addition, compared to low compensation level, a service guarantee with high compensation level also can lower perceived performance risk and increase customer invoking intention. Finally, it is found that high BC can close both perceived risk gap and invoking intention gap between unconditional and specific service guarantee and between high and low compensation level.