服务失误对顾客的知觉公平、信任与购买意愿探索性研究- 以韩国三星 Note 7 为例
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已出版:
6月 30, 2018
关键词:
服务失误 服务补救 信任倾向 购买意愿 知觉公平
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摘要
本研究目的主旨， 探讨消费者在购买韩国知名大厂三星年度旗舰机 Note 7， 该 产品的
服务失误， 及该产品在全球热销后， 相继在多国发生电池爆炸的个案事件， 品牌官方亦在媒体发
表道歉并公布全面性回收及全额退款。
在补救措施后对知觉公平影响因素， 并进一步探索顾客后续的再购意愿， 而信任倾向扮
演着调节变数。 此研究以质性及量化为此研究方法， 并以问卷作为测量工具。 本研究共发放出
210 份问卷， 其中扣除无效问卷为 3 份， 总计回收 200 份有效问卷， 有效回收率为 95%。 发放
对象以台湾手机代理商神脑国际企业股份有限公司， 及通讯行的 Note 7 会员客户为主要， 有效
提高可信度。
本研究实证结果显示， 顾客面对三星的服务失误与失误归因时， 三星的补救措施， 显著
正向影响顾客的整体知觉公平 (分配/互动/程序公平)。 其中影响顾客知觉公平之前置因素中， 又
以三星对顾客补救措施为 “补偿”， 对整体知觉公平的效果最高。 而顾客对企业补救后所产生的
知觉公平， 亦正向显著影响顾客对品牌信任与再购意愿。 此研究亦可了解不同信任倾向之顾客，
并不会调解知觉公平与信任之关系。
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Wu, T., Li, L., & Tsai, M.-R. (2018). 服务失误对顾客的知觉公平、信任与购买意愿探索性研究- 以韩国三星 Note 7 为例. 社会科学与管理, 2(1), 1–15. 取读于 从 https://so01.tci-thaijo.org/index.php/CJSSM/article/view/178691
栏目
研究型文章
Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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Maxham III, J. & Netemeyer, R. (2003). Firms reap what they sow: The effects of shared values and perceived organizational justice on customers evaluations of complaint handling. Journal of Marketing, 67(1), 46-62.
McColl-Kennedy, J. R. & Sparks, B. A. (2003). Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3), 251-266.
Morgan, R. M. & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. The Journal of Marketing, 58(3), 20-38.
Rousseau, D. M., Sitkin, S. B., Burt, R. S. & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393-404.
Reichheld, F. & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Smith, A. & Bolton, R. (1998). An experimental investigation of customer reactions to service failure and recovery encounters: paradox or peril? Journal of Service Research, 1(1), 65-81.
Smith, A. K., Bolton, R. N. & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), 356-372.
Smith, R. E. & Swinyard, W. R. (1982). Information response models: An integrated approach. The Journal of Marketing, 46(1), 81-93.
Spreng, R. A., Harrell, G. D. & Mackoy, R. D. (1995). Service recovery: Impact on satisfaction and intentions. Journal of Service Marketing, 9(1), 15-23.
Swanson, S. R. & Kelley, S. W. (2001). Attributions and outcomes of the service recovery process. Journal of Marketing Theory and Practice, 9(4), 50-65.
Tax, S. S. & Brown, S. (1998). Recovering and learning from service failure. Sloan Management Review, 40(1), 75.
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological review, 92(4), 548-573.
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Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2001). Consumer behavior (9th ed.). Mason: OH, South–Western.
Doney, P. M. & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. The Journal of Marketing, 61(2), 35-51.
Dyer, J. H. & Chu, W. (2000). The determinants of trust in supplier-automaker relationships in the US, Japan, and Korea. Journal of International Business Studies, 31(2), 259-285.
Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1995). Consumer Behavior ( 8th ed.). NY: The Dryden Press.
Folkes, V. (1984). Consumer reactions to product failure : an attributional approach. Journal of Consumer Research, 10(4), 398-409.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Gregoire, Y. & Fisher, R. J. (2008). Customer betrayal and retaliation: when your best customers become your worst enemies. Journal of the Academy of Marketing Science, 36(2), 247-261.
Grewal, D., Monroe, K. B. & Krishnan, R. (1998). The effects of price–comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. The Journal of Marketing, 62(2), 46-59.
Hoffman, K. D., Kelley, S. W. & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of Services Marketing, 9(2), 49-61.
Holloway, B. B. & Beatty, S. E. (2003). Service failure in online retailing: a recovery opportunity. Journal of Service Research, 6(1), 92-105.
Huppertz, J. W., Arenson, S. J. & Evans, R. H. (1978). An application of equity theory to buyer-seller exchange situations. Journal of Marketing Research, 15(2), 250-260.
Kini, A. & Choobineh, J. (1998). Trust in electronic commerce: definition and theoretical considerations. Proceedings of the Thirty-First Annual Hawaii International Conference on System Sciences, Vol. 4, 51.
Levesque, T. J. & McDougall, G. H. G. (2000). Service problems and recovery strategies: an experiment. Canadian Journal of Administrative Sciences, 17, 20-37.
Lewicki, R. J., McAllister, D. J. & Bies, R. J. (1998). Trust and distrust: New relationships and realities. Academy of Management Review, 23(3), 438-458.
Lu, C. C. (2008). The Library Contextual Effect on Relationship between Feminine Leadership Characteristics and Leadership Effectiveness of Middle Managers in the University Libraries in Taiwan. National Taiwan University. Department of Library and Information Science, National Taiwan University.
Maxham III, J. & Netemeyer, R. (2003). Firms reap what they sow: The effects of shared values and perceived organizational justice on customers evaluations of complaint handling. Journal of Marketing, 67(1), 46-62.
McColl-Kennedy, J. R. & Sparks, B. A. (2003). Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3), 251-266.
Morgan, R. M. & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. The Journal of Marketing, 58(3), 20-38.
Rousseau, D. M., Sitkin, S. B., Burt, R. S. & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393-404.
Reichheld, F. & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Smith, A. & Bolton, R. (1998). An experimental investigation of customer reactions to service failure and recovery encounters: paradox or peril? Journal of Service Research, 1(1), 65-81.
Smith, A. K., Bolton, R. N. & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), 356-372.
Smith, R. E. & Swinyard, W. R. (1982). Information response models: An integrated approach. The Journal of Marketing, 46(1), 81-93.
Spreng, R. A., Harrell, G. D. & Mackoy, R. D. (1995). Service recovery: Impact on satisfaction and intentions. Journal of Service Marketing, 9(1), 15-23.
Swanson, S. R. & Kelley, S. W. (2001). Attributions and outcomes of the service recovery process. Journal of Marketing Theory and Practice, 9(4), 50-65.
Tax, S. S. & Brown, S. (1998). Recovering and learning from service failure. Sloan Management Review, 40(1), 75.
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological review, 92(4), 548-573.
Utz, S., Matzat, U. & Snijders, C. (2009). On–line Reputation Systems: The Effects of Feedback Comments and Reactions on Building and Rebuilding Trust in On-line Auctions. International Journal of Electronic Commerce, 13(3), 95-118.
