客戶抱怨事件與解釋型態對客戶滿意度及再購意願的影響—以企業採購為例

Abstract

銷售人員在與顧客接觸互動的過程中，都有可能產生服務失誤的情形，而造成顧客對此產品或企業的負面感受，但是如果業者能夠透過後續的服務內容來補救之前失誤的情形，將有機會使得顧客由負面感受轉化為滿意該企業的正面感受。本研究希望藉由不同客訴解釋的分析，並加以改進建議，提供企業在客訴發生的時候，除了服務補救之餘，能進而提升滿足顧客的服務及客戶滿意度。 本研究採用的是隨機化區集設計(Randomized Block Design) ，主要藉由操作自變數「導致客戶抱怨問題之嚴重性」、「解釋型態」衡量依變項「客戶滿意度」及「再購意願」。將解釋方式分成二種：藉口與辯護，並將引發客戶抱怨的問題分為二種：嚴重性高與嚴重性低，交叉2x2設計為四種情境模擬，在不同情境狀況下，給予藉口或辯護類型的解釋。探討解釋型態類別與造成客戶抱怨發生的問題嚴重性對於企業客戶的滿意度及進一步再購意願的影響。研究結論如下： 1. 客戶抱怨發生的比例高：高達75%，在曾經提出抱怨經驗的人中，採購儀器設備的產生抱怨的比例最高。 2. 客戶抱怨發生的解釋型態影響：辯解型態的解釋會導致較高滿意度及再購意願，但當發生問題嚴重性高時，解釋型態對於滿意度的影響已不具顯著性。 3. 導致客戶抱怨問題之嚴重性高低的影響：在企業採購上，客訴事件的發生會影響客戶後續的滿意程度，但卻不一定影響客戶的採購行為。 4. 產品具有獨佔性的影響性：發生客訴狀況下，客戶對於具有獨佔性質產品會比一般性產品仍有較高的再購意願。 5. 其他因素的干擾效果：女性對於辯解型態之解釋有顯著較高的滿意程度，男性則對二種解釋型態滿意程度不顯著。

Customers may have negative impression to a product or a company due to the misleading service from the interaction between Sales people and them. However, if proper follow-up service can be provided by the industry to counterbalance this situation, customers may change their thought to a positive idea with satisfactory. This study analyzes the explanations of various customer complaints and gives suggestions to ensure higher customer satisfaction. Ramdomized Block Design method is used in this study. The major independent variables are problem severity and the types of explanations; the dependent variables are customer satisfaction and repeat purchase intentions. This study classifies the explanation into two types: excuse and justification, with two degrees of problem severities: high and low. Therefore, the cross two by two matrix is built to examine how explanation and problem severity affect customer satisfaction and repeat purchase intentions. The conclusions of the study are described below: 1. About seventy-five percent of the customers have ever given complaints, and most of them are about equipment purchase. 2. Justification generally leads higher satisfactory and higher repeat purchase intention. However, with higher problem severity, the type of explation is not a factor of customer satisfaction. 3. In business purchasing, the occurance of customer complants would affect the succeeding customer satisfaction, but not the repeat purchase intention. 4. Based on customer complaints have occured, customers tend to have higher repeat purchase intention to monopolize(d) products over general ones. 5. Female shows higher satisfactory with justification, while the type of explanation doesn't affect male customers.