關係連結對服務失誤補救滿意度和再購意願間關係之干擾效果

Abstract

曩昔有相當多的研究探討，服務失誤與補救的連結，所產生服務失誤矛盾的現象，然而，研究結果也相當多不一致。本研究認為關係連結，係為影響服務補救矛盾是否發生的重要因素，服務補救滿意度與顧客再購意願之間的關係，也會受到關係連結的影響。本研究藉由兩個2 X 2實驗設計進行資料收集並進行假說驗證。實驗一的目的在於檢視在不同的關係連結下，是否會發生服務失誤補救的矛盾；實驗二的目的，則是檢視關係連結對於補救滿意度與再購意願間關係的影響。進行實驗時，受測者被隨機指派到不同的實驗情境，觀賞不同情境的影片。篩選完無效問卷，實驗一有效問卷為558份，實驗二有效問卷獲致274份。本研究結果顯示，於強連結情境下，會發生服務補救矛盾的現象；另於強連結情境下，補救滿意度對再購意願間的影響則較強。

Numerous studies explore the linkage between service failure and recovery that lead to service paradox with inconsistent results. This study suggests that strong tie is a critical that results in service paradox. The relational tie will also moderate the relationship between satisfaction in service failure recovery and repurchasing intention. Two 2 X 2 experiments are designed to collect data and test our hypotheses. The aim of first experiment tests the relationship between relational tie and service paradox. The purpose of second experiment tests the moderating effect of relational tie on the relationship between the satisfactions in service failure recovery and repurchase intention. The objects of this study are invited and randomly assigned to each experimental situation. After deleting invalid questionnaires, 558 and 274 valid questionnaires are obtained from these two experiments. The result shows that the service recovery paradox occurs under the strong tie. Under the situation of strong tie, high satisfaction in service failure recovery can have higher repurchase intention.