失驗與購後口碑對顧客滿意度之影響

Abstract

本研究主要是檢視失驗與購後口碑對顧客滿意度的影響，失驗指的是顧客主觀的知覺期待與產品或服務表現之間的差異，先前的研究指出失驗會正向的影響顧客滿意度。而購後口碑在此定義為消費者在購買之後才接觸到的口碑訊息。本研究以一個民宿服務的實驗情境，再次的評估失驗對顧客滿意度的影響，並且進一步的了解是否顧客在接觸購後的口背後，會改變他們的滿意度評估。 研究結果指出，正面失驗會導致最高的滿意度，其次是無失驗，最後是負面的失驗。購後口碑的確會影響顧客滿意度，且此影響會受到失驗情境的調節。在負面失驗之下，購後口碑並不會對滿意度造成顯著的影響。正面失驗下，在購後接觸WOMCP的口碑訊息，發覺他人體驗到的民宿表現與自己一致的受測者，比起沒有接觸口碑的受測者有較高的滿意度;相反的，正面失驗之下，在購後有接觸WOMAP的口碑訊息，發覺其他人體驗了比自己還要好的民宿表現的受測者，滿意度較沒有接觸口碑的受測者要來的低。在無失驗之下，購後接觸WOMCP或是WOMAP的受測者，滿意度均較無接觸任何口碑的受測者來的高。最後，本研究會根據這些結果，提供一些解釋並給予行銷人員一些建議。

This research examined the effects of disconfirmation and post-purchase word-of-mouth (WOM) on customer satisfaction. Disconfirmation, the customers’ subjective perceived discrepancy between expectations and performance, has been confirmed in much previous research to have a positive influence on satisfaction. Post-purchase WOM in this research was defined as the WOM which consumers received after a purchase. This research used an experimental situation of hostel service to evaluate the effect of disconfirmation again and then examined whether customers would change their satisfaction evaluations after being exposed to post-purchase WOM. The results revealed that positively disconfirmed participants have the highest satisfaction followed by confirmed participants, and then negatively disconfirmed participants who have the lowest satisfaction. Post-purchase WOM did influence customer satisfaction and further, disconfirmation moderated its effect on satisfaction. Post-purchase WOM did not significantly influence satisfaction in negative disconfirmation. When experiencing positive disconfirmation, participants who received WOMCP, which indicated that others’ perceived product performance was consistent with theirs, after a purchase had higher satisfaction than those who had not received any WOM. On the contrary, when experiencing positive disconfirmation, participants who received WOMAP, which indicated that others’ perceived product performance was better than theirs, after a purchase had lower satisfaction than those who had not received any WOM. Moreover, in zero disconfirmation, both participants who received WOMCP and WOMAP after a purchase felt more satisfied than those who had not received any WOM. Finally, according to the results, the author provided some explanations and suggestions for marketers.