服務補救程度對於滿意度與購後行為的影響-高低涉入程度之差異

Abstract

由於服務的不穩定性，鮮少有服務業者能夠提供百分之百完美的服務品質，業者在服務傳遞的過程中發生服務失誤無可避免，這時及時又適當的服務補救就顯得相當重要。過去研究已證實服務補救程度的不同會造成消費者滿意度與購後行為的差異，不完美的低度服務補救會造成消費者更加的不滿。 本研究內容同樣探討服務業者發生失誤後，服務補救程度對於消費者滿意度與消費者行為的影響；加入產品的涉入程度變數做為主要的區別，比較高、低涉入程度的消費者在發生服務失誤後以及不同程度的補償後反應的差異，並分別驗證補救矛盾的情形是否存在。 本研究結果發現:無論是發生服務失誤以及經過低度補救後，高涉入的消費者都會比低涉入的消費者更加的不滿；低涉入消費者只要中度補救程度就能作到與高涉入消費者高度補救程度一樣的效果。在高度補救程度的情況下，只有低涉入的消費者有補救矛盾的情形發生。

Because of the service variability, service providers can hardly provide exceptional service quality for consumers; service failure is inevitable during the service deliver process, so timely and appropriate service recovery becomes very important. Many studies have confirmed that different levels of service recovery may influence consumer satisfaction and post purchase behavior, and poor recovery will cause consumer become more dissatisfied. The purpose of this study is to exam the effects of different levels of service recovery on consumer satisfaction and post purchase behavior, adding in consumer involvement level to compare high with low involvement consumers’ reaction. study also exams whether service paradox exists in two consumers. Our study finds that after service failure and poor recovery, high involvement consumers become more dissatisfied than low involvement consumers; they require highest degree of service recovery to restore to the previous satisfaction level. However, for the low involvement consumer, providing moderate degree of service recovery can achieve the same effect. Beside, study finds that recovery paradox occurred only in low involvement consumer after high level of recovery.