詢問顧客意見以及建議補救對不同失誤類型補救後滿意度的影響

Abstract

成功的服務補救是留住顧客的關鍵因素，而在2007年Kiran等學者提出一種讓顧客參與補救結果的觀念，業者在發生疏失後主動詢問顧客意見並以顧客的意見來修正此疏失。且探討使用客製化的預設值觀念來加強此補救策略。研究運用情境實驗來收集資訊，總共回收了282個受測者。實驗結果顯示當公司以詢問顧客意見並以此意見來修正疏失時，會明顯的增加顧客所知覺到的控制權。此外，若公司先提供處理疏失的建議後，再詢問顧客的意見來當作補救策略時，會增進顧客所感受到的回應度。並發現當公司僅詢問顧客意見的補救策略會降低顧客補救後的滿意度；若公司先提供處理疏失的建議後，再詢問顧客的意見來當作補救策略則會增加顧客補救後的滿意度。且研究發現，在常見的疏失下此補救策略會使顧客知覺到較低的控制權、回應度與補救後滿意度；但若公司先提供處理疏失的建議後，再詢問顧客的意見來當作補救策略，在常見的疏失下會使顧客知覺到較高的補救後滿意度。

Kiran, Vincent, and Leona (2007) indicated the concept of recovery voice, which demonstrate a recovery strategy relying on customers’ opinion since a service provider will ask customers what the firm can do to modify the failure. In this study, we apply default version from customization to make recovery voice more efficient. This is a scenario-based experiment accomplished in online shopping environment with 282 participants. The results of this study pointed out that by providing recovery voice, customers’ perceived control were increased; and by providing recovery voice with default, customers’ perceived responsiveness were increased. In general, when customers are given recovery voice, their satisfaction with recovery would be relatively lower than without recovery voice; and when customers are given recovery voice with default, their satisfaction with recovery are higher than when given recovery voice. Moreover, recovery voice had a greater negative impact on customers’ perceived control, perceived responsiveness, and satisfaction with recovery with common failure than with unusual failure; and recovery voice had a greater positive impact on customers’ satisfaction with recovery with common failure than with unusual failure. Managerial implications of the findings are also discussed.