服務補救滿意對品牌的影響 -以耐吉喬丹快閃事件為例

Abstract

本研究主要探討服務補救滿意度、關係品質、品牌態度和再購意願間的作用與影響，於是利用實際發生過的個案做一研究，挑選了在民國九十三年最沸騰的新聞，也就是NIKE的喬丹快閃事件。 本研究主要以曾經購買過NIKE球鞋或其他運動商品的消費者為對象，建立研究架構以服務補救滿意度為自變數，關係品質為中介變數，再加入產品涉入程度和品牌忠誠度作為對品牌態度和再購意願的干擾變數。 本研究的研究結果為：1. 服務補救滿意度對關係品質有顯著的正向影響；2. 服務補救滿意度對品牌態度和再購意願有顯著的正向影響；3. 關係品質對品牌態度和再購意願有顯著的正向影響；4. 品牌忠誠度和產品涉入程度對關係品質和消費者反應間沒有干擾作用；5. 關係品質對服務補救滿意度和品牌態度間無中介效果；6. 關係品質對服務補救滿意度和再購意願間有中介效果；7. 關係品質會同時影響到品牌態度和再購意願，且再購意願與品牌態度間有顯著的正相關。 本研究給予實務上的建議如下： 1.企業在服務失誤以後，除了要馬上做到讓消費者感到補償滿意之外，企業應該要做一些提升品牌形象的動作，或是一些交易的優惠得到消費者的認同，讓關係品質更堅定。 2.對企業而言，尤其是強力品牌，千萬不要以為消費者因為對品牌忠誠或是企業的產品市佔率高，消費者就能夠無聲息接受不合理的待遇。或許在短時間內可能銷售績效不變，但是在消費者心中仍有一定的潛在影響。 3.倘若品牌在經歷服務失誤以後，應該要想辦法將關係品質拉抬回本來的水準或更好，才能讓消費者願意再有購買行為。

This study discussed the relationship and effects between service recovery satisfaction, relationship quality, brand attitudes and repurchase intentions. We took Jordan’s flash event of Nike for example. This study took the consumers who ever bought shoes or sporty goods of Nike as the subject. A framework was built, in which “service recovery satisfaction” was set as a independent variable; “relationship quality” was as a intermediate variable; “product involvement” and “brand loyalty” were intervening variables for “relationship quality” to brand attitudes and repurchase intentions. Then we will discuss the mediate effects. The results obtained in this study were concluded as following: 1. Service recovery satisfaction has obvious positive effect on relationship quality. 2. Service recovery satisfaction has obvious positive effect on brand attitudes and repurchase intentions separately. 3. Relationship quality has obvious positive effect on brand attitudes and repurchase intentions separately. 4. Brand loyalty and product involvement don’t interfere with relationship quality and consumer responses. 5. Relationship quality has no intermediary result among the service recovery satisfaction to brand attitudes. 6. Relationship quality has intermediary result among the service recovery satisfaction to repurchase intentions. 7. Relationship quality affects brand attitudes and repurchase intentions simultaneously, and repurchase intentions and brand attitudes are obviously positive relevan