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標題: | 服務不公平與顧客滿意度間關聯性之研究-以顧客關係為干擾變數 The moderating role of customer relationship in injustice-satisfaction relations |
作者: | Shih-Rong Chang 張世榮 |
指導教授: | 張重昭 |
關鍵字: | 服務不公平,顧客關係, injustice,customer relationship, |
出版年 : | 2006 |
學位: | 碩士 |
摘要: | 本研究的目的在以顧客關係為中介變數,檢驗在不同的知覺不公平之下,是否會有不同的顧客滿意度。本研究引用Clark and Mills (1979)的研究,將顧客關係區分為兩種類型:交換關係與共有關係。共有關係的成員,利益的給予是建立在對方的需求之上的,相較於交換關係,利益的給予是建立在已接受對方利益或預期將來會接收對方利益的原則之上。換句話說,對於共有關係的成員,給予其他成員利益是建立在對方的需要之上,並且對於對方的福祉會給予較大的關心;但在交換關係的情況之下,給予其他成員利益是建立在過去接受過該成員的利益,或在未來即將接受該成員給予的利益。若將該理論運用至服務業,共有關係的顧客在向企業購買服務時,會希望企業對其表達關心或尊敬,而交換關係的顧客是指當其向企業購買服務時,其會希望企業提供對等且立即的利益回報。
經過實驗的證實,當結果不公平發生時,相較於共有關係的顧客,交換關係的顧客會有較高的不滿意度;然而,當過程不公平發生時,相較於交換關係的顧客,共有關係的顧客會表現出較高的不滿意度。在共有關係之下,當過程不公平發生時,相較於結果不公平,他們會有較高的不滿意度;而在交換關係之下,當結果不公平發生時,相較於過程不公平,他們會有較高的不滿意度。同時,不論是在交換關係或是共有關係,也不論不公平的類型為何,在高度不公平的情況之下,相較於中度不公平,顧客均會產生較高的不滿意度。 過去研究將顧客關係區分為長期關係與短期關係兩種類型,而本研究之貢獻在於提供了較過去之分法更嚴謹且細緻的定義,並且證實了顧客關係對於知覺不公平與顧客滿意度,確實會產生中介效果。 This study examines the moderating role that the buyer-seller relationship plays in determining customer dissatisfaction with perceived injustice. Borrowed from Clark and Mills’ research (1979), the buyer-seller relationships are classified into two categories: the communal relationships and exchange relationships. Communal relationships, in which the giving of a benefit in response to a need for the benefit is appropriate, are distinguished from exchange relationships, in which the giving of a benefit in response to the receipt is appropriate. In communal relationships, members benefit each other on the basis of needs or to demonstrate general concern for each other’s welfare, and in exchange relationships, members benefit each other in response to specific benefits received in the past or expected in the future. In the service industry, exchange customers refer to customers pay monetary benefits to the service provider with the expectation of receiving comparable benefits soon after where as communal customers refers to customers pay monetary benefits to the service provider in response to his need with the expectation that the service provider will show concern with their needs. The empirical results show that when customers perceive outcome injustice, exchange customers will be more dissatisfied than communal customers. However, when customers perceive process injustice, communal customers will be more dissatisfied than exchange customers. In addition, for exchange customers, they will be more dissatisfied when perceiving outcome injustice than when perceiving process injustice. However, for communal customers, they will be more dissatisfied when perceiving process injustice than when perceiving outcome injustice. In addition, customers will feel more dissatisfied when the severity of injustice is high than when the severity of injustice is moderate. This research provides a viewpoint different from past researches including (1) there are many researches focusing on the service injustice, severity, and customer satisfaction while neglected the moderating role the buyer-seller relationship may play. (2) Rather than classified customer relationship into long-term and short-term relationship, this study provides a more subtle and in-depth definition of buyer-seller relationship and shows that relationship does moderate the service injustice-customer satisfaction relations. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/33689 |
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顯示於系所單位: | 商學研究所 |
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