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標題: | 顧客原諒的前因與結果之實證分析 Antecedents and Consequents of Customer Forgiveness: An Empirical Analysis |
作者: | Pao-Hsuan Tseng 曾寶萱 |
指導教授: | 黃恆獎(Heng-Chiang Huang) |
關鍵字: | 服務失誤,顧客原諒,負面口碑,再購意願, Service failure,Customer forgiveness,Negative word of mouth,Repurchase intention, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 隨著網際網路的出現與成長,現代的資訊傳播不再受限於距離與時間,因此,在這樣的網路世代之下,一旦出現了服務失誤,若未能有效地處理,就有可能讓消費者產生負面情緒,進而透過網路發表自己的抱怨與評論,導致服務業者的口碑一夕之間跌落谷底。 過去許多有關於服務失誤議題的文獻,都著重在消費者因為服務失誤所產生的負面情緒與行為,以及如何透過服務補救措施來彌補與改善,然而,有學者認為即使是在顧客服務上力求完美的企業,想要達到零失誤的目標仍是非常困難的,因此,近年來,原諒此概念漸漸被納入行銷領域中,許多文獻透過探討影響顧客原諒的各種因素與其後果,來了解企業在發生服務失誤的情況下,如何能夠促使顧客發自內心的原諒,以及原諒對於顧客購後行為的影響。 然而由於目前研究顧客原諒原因與機制的文獻仍不多,因此,本研究參考近年學者對於顧客原諒的質性研究,以補償型原諒、理想幻滅型原諒、自我療癒型原諒、以及優雅型原諒等四項顧客原諒路徑的原因概念作為原諒之前因,並透過實證研究探討四大項顧客原諒原因與顧客原諒之間的關係,以及原諒對顧客購後行為的影響,同時納入自我品牌一致性作為干擾變數。本研究實證之產業選擇大眾最頻繁且容易接觸的餐飲業,透過網路問卷進行樣本收集,並以SmartPLS軟體進行模型分析與假說驗證。 研究結果顯示:(1)補償型原因對顧客原諒無顯著影響。(2)理想幻滅型原因對顧客原諒擁有負向影響。(3)自我療癒型原因與優雅型原因對顧客原諒擁有正向影響。(4)顧客原諒有助於降低負面口碑與增加再購意願。(5)自我品牌一致性不會干擾顧客原諒前因對顧客原諒的影響。 With the growing emergence of the Internet, information delivery is no longer limited by distance and time. Once a service failure occurs, and isn’t effectively dealt with, consumers will have negative emotions, and complain through the Internet, which will diminish the reputation of service providers rapidly. There have been many studies on service failures focusing on negative emotions, customer behaviors, and service recovery strategies. However, it is difficult to avoid any failure. Thus, the concept of forgiveness has received more attention in the marketing field. Many studies examined influencing factors and consequents of consumer forgiveness, to understand how to encourage customers to forgive spontaneously. Since fewer studies focus on antecedents of customer forgiveness, this study refers a previous research about customer forgiveness pathways, including forgiveness as transgressor’s atonement, forgiveness as disillusionment, forgiveness as self-healing, and forgiveness as grace to examine the relationship between four antecedents and customer forgiveness, the impact of forgiveness on customer behaviors, and the moderation effect of self-brand congruence. The catering industry was selected for empirical study. Data is collected by an online questionnaire and analyzed through SmartPLS. Results indicate that: (1) Transgressor’s atonement has no significant effect on customer forgiveness. (2) Disillusionment negatively impacts customer forgiveness. (3) Self-healing and grace positively impact customer forgiveness. (4) Customer forgiveness can help decrease negative word of mouth and increase repurchase intentions. (5) The moderation effect of self-brand congruence does not exist. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/15462 |
DOI: | 10.6342/NTU202001660 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業學系 |
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