解釋影響消費者認知公平對滿意度及忠誠度之提昇

Abstract

「解釋的效果在組織管理領域已經是一門廣為應用的顯學 (Gilliland, 1994; Greenberg, Bies, & Eskew, 1991)。許多學者均主張提供「解釋」，可以使員工得到較高的公平認知，且對組織忠誠度也會較高，然而這有趣的觀念，在行銷領域的相關研究中卻極少被討論。本研究討論了：（1）解釋的效果對消費者認知公平的影響及（2）不同型態的解釋效果所帶來的公平認知，對滿意度及忠誠度的影響。透過實驗設計與ANOVA分析提供解釋對消費者各種公平認知的影響；同時也利用路徑分析法，驗證消費者認知公平與消費者滿意度、忠誠度之間的關係。 根據本研究結果顯示，提供解釋對於消費者的公平認知都會帶來較高的效果，不論是分配公平、程序公平或互動公平。而路徑分析結果也顯示公平認知對滿意度的正相關，也會使滿意度對忠誠度的正相關更為提高。根據分析，提供事前的解釋會讓消費者的認知公平提升最多，而對於滿意度及忠誠度影響力依序為：分配公平、互動公平及程序公平。因此，本研究建議企業可運用「解釋」作為改善消費者認知公平與維繫顧客滿意、顧客忠誠的有效工具，在微利時代中創造企業與顧客間的雙贏服務策略。

The effect of explanation has been widely discussed in organization behavior (Gilliland, 1994; Greenberg, Bies, & Eskew, 1991). Scholars have discussed the positive effect of explanation on employees’ perceived justice and on the organization’s citizen behavior, while this idea has not been widely applied to marketing studies. This is the first empirical research to investigate (1) the effect of providing explanation on perception of distributive, interactional, and procedural justice, and (2) the across effect of explanation and justice perception on customer satisfaction and loyalty. An experiment design was used to gather data relevant to the five hypotheses proposed and shown on the measurement model. ANOVA testing supported the hypothesis of a positive relationship between explanation and each of the justice constructs, especially when explanations provided in advance. The path analysis model showed direct and positive effects for the justice constructs on “customer satisfaction with satisfaction” and “overall firm satisfaction” and for the effect of customer satisfaction dimensions on customer loyalty. This research provides practical information that providing explanations in advance can lead to a better understanding of customers’ evaluation for justice perception and can be used to guide the formation of improved service strategies that provide justice as a key to satisfaction and loyalty.