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標題: | 服務失誤後的抱怨行為研究-以報復認知為中介變項 Consumer Complaint After Service Failure – Take Revenge Cognition as a Mediator |
作者: | Huei-Cih Huang 黃慧慈 |
指導教授: | 戚樹誠(Shu-Cheng Chi) |
關鍵字: | 服務失誤,歸因,負向回報信念,報復認知,消費者抱怨, Service Failure,Attribution,Negative Reciprocity Belief,Revenge Cognition,Customer Complaint, |
出版年 : | 2014 |
學位: | 碩士 |
摘要: | 本研究主要討論消費者在經歷嚴重型服務失誤後的抱怨行為,探討消費者本身對於服務失誤的歸因與其負向回報信念對於後續形成報復認知與抱怨行為的影響,藉此找出服務失誤後影響抱怨行為的消費者端因素,補足過往研究集中於補救措施、道歉方式等企業端影響因素的空缺。
本研究採用2(內、外歸因)x 2(企業形象優良、普通)因子的準實驗設計,以情境操弄方式設計問卷,並利用過往研究設計之量表衡量消費者的感受,總計回收250份有效樣本,接著以敘述性統計、Person相關分析、獨立樣本T檢定、迴歸分析方法檢測研究假設。 研究結果顯示,消費者本身的負向回報信念對抱怨行為具有明顯的影響,尤其表現在負面口碑傳遞與向媒體投訴兩種抱怨行為。而消費者對於事件的歸因對於抱怨行為也有影響,表現在拒絕再次購買與負面口碑傳遞兩種行為。此外,報復認知在歸因及負向回報信念與抱怨行為的關係中都具有中介效果。然而,企業形象對於歸因與報復認知間的調節效果並不成立。研究者也於結論與建議中針對歸因與企業形象操弄問題進行檢討,並提出未來的研究建議。 This study focused on customer complaint behavior after encountering a serious service failure. By investigating the effect consumers’ attribution and negative reciprocity belief affect on their revenge cognition and customer complaint behavior, this study tried to define the influence factors come from consumer themselves and to fill up the vacancy that literature about customer complaint were mainly focused on the factors come from business. The questionnaire of this study based on a 2x2 quasi-experimental design. By a manipulation of attribution and corporate image, this study collected 250 effective samples. Results of the research indicated that negative reciprocity belief of the consumers can affect their complaint behavior obviously, especially in spreading negative word-of-mouth and complaining to mass media. Besides, attribution toward internal or external of a service failure experience can also affect consumers’ complaint behavior, especially in spreading negative word-of-mouth and refusing to be a return consumer. Moreover, revenge cognition could mediate the relationship between a predictor, negative reciprocity belief, and the two complaint behaviors mentioned above. And it could also mediate the relationship between attribution and complaint behaviors. Then, this study concluded that attribution and negative reciprocity belief could affect complaint behaviors through revenge cognition. However, the moderator effect of corporate image did on the attribution of service failure and customer complaint was not approved. Finally, researcher pointed out the problems about attribution and corporate image manipulation of this study and provided some suggestions for future research within conclusion and advice chapter. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/57866 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
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