從信任與認知客戶價值觀點探討服務公平性與客戶滿意度

Abstract

SERVQUAL一直是過去最廣為學術界所用來衡量服務表現的工具。然而，近年來有學者提出了一個新的FAIRSERV模型用來描繪消費者對服務的反應。FAIRSERV中指出，消費者在衡量服務表現時，不光只是會去衡量服務品質表現的好壞，同時他們也會評估服務提供者提供服務時公平與否。因此，本研究基於FAIRSERV模型中所提出之概念，進一步的去深入探討服務公平性與消費者對於服務的反應之間的關係：(1) 服務公平性與消費者認知到的信任、認知客戶價值、服務品質和客戶滿意度間的關係、(2) 信任和認知客戶價值對服務公平性與滿意度間關係之影響。本研究總共收集了335份樣本，其中包含實體銀行和網路銀行兩種研究對象。 研究顯示：服務公平性與客戶滿意度之間的關係其實遠比FAIRSERV模型中所描繪的複雜許多。在服務公平性與滿意度之間還包含了另外兩個中介變數：信任和認知客戶價值。當客戶在衡量服務表現時，一方面，當客戶認知到所接受到的服務的公平性越高時，會使得客戶所認知到的信任、認知客戶價值、服務品質與滿意度的也越高。另一方面，研究也發現當客戶的信任感和認知客戶價值越高時，由公平性對客戶滿意度所造成的影響會因此而減弱。

The most prevalent conceptualization of service evaluation is the SERVQUAL model. However, recently scholar (C. Carr, 2007) proposes a new model, the FAIRSERV model, which indicated that when consumers evaluate service performance, they are interested in not only service quality but also service fairness. Thus, this study based on the FAIRSERV model to further investigate the relationship between service fairness and consumers’ reaction to service : (1) the relationship between service fairness and consumers’ perception of trust, perceived customer value, service quality, and satisfaction. (2) how systemic fairness influences satisfaction mediated through trust and perceived customer value. This study collected 335 samples, including general and IT service industries in domestic bank industries. The result of this study shows that the relationship between service fairness and consumers’ satisfaction is much more complicated than what the FAIRSERV model talks about. There are two mediators, trust and perceived customer value, between service fairness and satisfaction. When consumers evaluate service, on the one hand, perception of fairness directly positively affects trust, perceived customer value, service quality, and satisfaction. On the other hand, trust and perceived customer value will positively mediate the impact of service fairness and satisfaction. And based on the result, when consumers perceive higher trust and perceived customer value, the relationship between service fairness and satisfaction will mitigate.