服務補償與情緒勞動對品牌仇恨之影響：認知互動不公平的中介效果與服務失誤嚴重性的干擾效果

Abstract

企業在提供服務時難以避免失誤的發生，因此需要透過事後的補償措施，來挽回顧客對品牌的評價，本研究以實驗設計方法，設定餐廳服務失誤情境，包含三項操弄變數，分別是情緒勞動(淺層/深層)、服務失誤補償類型(實質性/心理性)及服務失誤嚴重性(高嚴重性/低嚴重性)，探討這些因素是否會影響顧客對於認知互動公平及品牌仇恨程度。從研究結果發現當服務失誤發生後，當餐廳提供心理性補償措施，顧客能感受到較少的認知互動不公平及品牌仇恨；當服務人員面對顧客是發自內心的深層演出時，顧客同樣會感受到較少的認知互動不公平及品牌仇恨，透過中介效果檢定得知，認知互動不公平，在服務失誤補償類型及情緒勞動對品牌仇恨的影響中，具有中介效果。

It is difficult for enterprises to avoid mistakes when providing services. Therefore, it is necessary to recover the customer's evaluation of the brand through compensation measures. This study uses experimental design methods to set the restaurant service failure situation, including three manipulation variables, namely emotional labor, service recovery, and severity of service failure, to explore whether these factors will affect customer perception of perceived interactional injustice and brand hate.From the research results, it is found that when the service failure occurs, the restaurant provides psychological compensation measures, the customer can feel less cognitive unfairness and brand hate; when the service personnel face the customer is a deep acting, the customer will feel less perceived interactional injustice and brand hate. Through the mediation effect check, it is known that perceived interactional injustice has a mediating effect in service failure recovery and emotional labor to brand hatred.