探討知覺正義下顧客服務補救期望之前導因素－以台鐵網路訂票為例

Abstract

當服務失誤發生時，提供符合或超出顧客期望的服務補救是很重要的。過去在探討影響服務補救期望的前導因素時，主要可分為顧客失誤前對企業主觀感受，及失誤發生後的認知判斷二種來討論，本研究主張服務補救期望既會受原先顧客對企業的看法的影響，也會受到失誤發生後本身主觀認知所影響，應該包含兩個途徑一起探討。 研究發現顧客組織承諾、失誤嚴重性、企業形象、轉換成本及失誤歸因等構念為服務補救期望之主要前導因素。最近也有學者將知覺正義的概念，包括分配正義與程序正義納入服務補救期望，本研究接受應將知覺正義之概念納入服務補救期望中，並將上述影響服務補救期望各重要構念，及其間之影響關係，依失誤前、失誤後兩個途徑整合納入考量，以期更能合乎實際情況。 為驗證所建構之模式在台鐵網路訂票上的適配性，本研究採用結構方程式模式作為分析工具，進行確認性因素分析與路徑分析，探討各前導因素是否會影響知覺正義下服務補救期望，並瞭解其構念間之因果關係。研究對象為大學學生，調查方式分為紙本問卷及網路問卷，紙本問卷為至桃園及新竹地區共三校隨機發放問卷，並於填完後收回；網路問卷則為在台大批踢踢電子佈告欄系統中張貼問卷連結。 分析結果顯示，(1)服務補救中，程序正義的期望會對分配正義的期望有正向影響。(2)顧客組織承諾及失誤嚴重性為影響知覺正義下服務補救期望的兩個主要直接因素，其中失誤嚴重性影響大於顧客組織承諾。(3)顧客組織承諾及失誤歸因會透過影響失誤嚴重性來間接影響知覺正義下服務補救期望，其中失誤歸因影響大於顧客組織承諾。(4)企業形象及轉換成本會透過顧客組織承諾來間接影響知覺正義下服務補救期望，其中轉換成本影響大於企業形象。(5)失誤嚴重性為顧客組織承諾與程序正義下服務補救期望之中介變數。(6)程序正義下服務補救期望為顧客組織承諾與分配正義下服務補救期望之中介變數。 在管理意涵方面，本研究提供若干建議，包含(1)提高自身企業形象及相對於其它運具的轉換成本，以增加顧客承諾感。(2)改善網路訂票系統及提供充分資訊說明，避免顧客不當歸因。(3)重視顧客知覺中間程序及分配結果。

When service failure took place, it is very important to offer remedies which fit or go beyond customer’s expectation. Previous researches on antecedents of service recovery expectation found two conditions according to before failure and after failure to discuss.This study proposed service recovery expectation will be affected by how customers think and perceive according to both two approaches of before failure and after failure into account. Previous researches found that customer organizational commitment, severity of failure, corporate image, switching cost and failure attribution have critical impact on service recovery ecpectation. Recently some scholars brought up a concept includes service recovery expectation of distributive justice and procedural justice of which integrated perceived justice into service recovery expectation. This study advocates this concept and takes former five critical variables. In order to certify the hypotheses and goodness of fit, we used Structural Equation Modeling (SEM) to proceed with confirmatory factor analysis and path analysis. We want to understand whether all antecedents will affect service recovery expectation of perceived justice or not and relationships among variables. This study took Taiwan Railway Administration (TRA) On-line ticketing as case study. Data for the study were obtained by questionnaires include two kinds of types by hand on and internet, completed by 538 college students. There are some findings in this research:(1)Service recovery expectation of procedural justice impacts negatively on service recovery expectation of distributive justice. (2)Customer organizational commitment and severity of failure are two of major antecedents which affect service recovery expectation of perceived justice. Effect of severity of failure is greater than customer organizational commitment. (3) Customer organizational commitment and failure attribution impact on service recovery expectation of perceived justice through severity of failure. (4)Corporate image and switching cost impact on service recovery expectation of perceived justice through customer organizational commitment. Effect of switching cost is greater than corporate image. (5) Severity of failure is a mediator between customer organizational commitment and service recovery expectation of procedural justice. (6)Service recovery expectation of procedural justice is a mediator between customer organizational commitment and service recovery expectation of distributive justice. According to the research results, we provided some suggestions to TRA:(1) TRA should raise self-image and switching cost relatively to others. (2) To improve on-line ticketing system and to supply full information. (3) To place important on service recovery procedure and recovery outcomes of customers’ perception.