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???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
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dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
dc.contributor.author | Pao-Hsuan Tseng | en |
dc.contributor.author | 曾寶萱 | zh_TW |
dc.date.accessioned | 2021-06-07T17:40:50Z | - |
dc.date.copyright | 2020-08-04 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2020-07-21 | |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/15462 | - |
dc.description.abstract | 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。 | zh_TW |
dc.description.abstract | 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. | en |
dc.description.provenance | Made available in DSpace on 2021-06-07T17:40:50Z (GMT). No. of bitstreams: 1 U0001-2007202018344600.pdf: 2244177 bytes, checksum: e715657a0a7fa24732be658b72a7a03d (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | 口試委員審定書 ...................................................... I 摘要 ....................................................................... II Abstract ................................................................ III 目錄 ....................................................................... IV 圖目錄 ................................................................... VI 表目錄 ................................................................... VII 第一章 緒論 ............................................................ 1 第一節 研究背景與動機 .................................... 1 第二節 研究目的 .............................................. 2 第三節 研究流程 .............................................. 3 第二章 文獻探討與研究假說 .................................... 4 第一節 服務失誤 .............................................. 4 第二節 顧客原諒 .............................................. 5 第三節 顧客原諒原因 ....................................... 8 第四節 顧客購後行為 ....................................... 15 第五節 自我品牌一致性 .................................... 18 第三章 研究架構與方法 ........................................... 20 第一節 研究架構 .............................................. 20 第二節 變數衡量與樣本來源 ............................. 21 第三節 資料分析方法 ....................................... 29 第四章 資料分析與研究結果 .................................... 33 第一節 敘述統計分析 ....................................... 33 第二節 衡量模式信效度分析 ............................. 36 第三節 結構模式分析 ....................................... 44 第五章 結論與建議 .................................................. 51 第一節 研究結論 .............................................. 51 第二節 管理意涵 .............................................. 54 第三節 研究限制 .............................................. 55 第四節 未來研究建議 ....................................... 56 參考文獻 ................................................................ 57 附錄 本研究問卷 ..................................................... 65 | |
dc.language.iso | zh-TW | |
dc.title | 顧客原諒的前因與結果之實證分析 | zh_TW |
dc.title | Antecedents and Consequents of Customer Forgiveness: An Empirical Analysis | en |
dc.type | Thesis | |
dc.date.schoolyear | 108-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 王仕茹(Shih-Ju Wang),周恩頤(En-Yi Chou) | |
dc.subject.keyword | 服務失誤,顧客原諒,負面口碑,再購意願, | zh_TW |
dc.subject.keyword | Service failure,Customer forgiveness,Negative word of mouth,Repurchase intention, | en |
dc.relation.page | 73 | |
dc.identifier.doi | 10.6342/NTU202001660 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2020-07-21 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
Appears in Collections: | 國際企業學系 |
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