科技適應度對自助服務科技服務補救、滿意度與行為意圖之影響

Abstract

在資訊日益發達的時代，自助服務科技的應用漸趨多元，並成為企業與顧客之間另一重要的服務管道。在顧客使用自助服務科技的過程當中，有時不可避免的會產生服務失誤，以往的研究顯示顧客對於服務補救品質之認知會影響滿意度和行為意圖。然而，目前的研究仍著重於企業服務補救的部分，尚未針對科技介面本身所提供之服務補救進行研究。此外，以往的研究證實顧客的個人心理特質會影響自助服務科技的使用，因此科技適應度將可能影響顧客對於自助服務科技之服務補救的認知評價，然而目前的相關研究卻付之闕如。有鑑於此，本研究提出一模型架構，探討科技適應度、自助服務科技之認知服務補救、滿意度和行為意圖間之關係。實證結果顯示，科技適應度對於自助服務科技之認知服務補救、滿意度、行為意圖皆具直接而正向的關係，而顧客對於自助服務科技服務補救品質的認知對於滿意度和行為意圖皆有正向影響。

The adoption of self-service technologies (SSTs) has become widespread, playing an important role in service delivery. When customers use SSTs, service failures can happen inevitably. Past studies indicated that customers’ perception of service recovery influences customer satisfaction and behavioral intentions. While research has focused on the issue of service recovery offered by the firm employees, there has been little empirical research exploring the issue of service recovery offered through technology interfaces (SST service recovery). This paper developed an empirical framework to suggest the links among TR, perceived SST service recovery quality, satisfaction and behavioral intentions. Results indicate that TR positively influences perceived SST service recovery quality, satisfaction and behavioral intentions, while perceived SST service recovery quality has a positive impact on customer satisfaction and behavioral intentions toward SSTs. Implications, limitations and future research directions are then discussed.