服務補救與知覺公平、關係品質及行為意向的關係

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服務補救與知覺公平、關係品質及行為意向的關係

 

Author: 李瑾
Li, Jin
Title: 服務補救與知覺公平、關係品質及行為意向的關係
Fu wu bu jiu yu zhi jue gong ping, guan xi pin zhi ji xing wei yi xiang de guan xi
Relationships between service recovery and perceived justice, relationship quality, and behavioral intention
Degree: D.Mgt.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Telecommunication -- China.
Customer relations -- China.
Department: Graduate School of Business
Pages: xiii, 175 leaves : ill. ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2251306
URI: http://theses.lib.polyu.edu.hk/handle/200/4495
Abstract: With the increasing similarities in technology and network, in telecommunication markets, the quality of service is becoming the key factor that determines customers' options and decisions to buy the products or services offered by different telecommunication suppliers. Also with the increasing experience and awareness of the customers, they are becoming more critical to the quality of mobile communication products and services. As a result, these two reasons make the mobile communication suppliers care more about strained relationships with the customers than ever before. The failure of service leads to customers' dissatisfaction so that the suppliers may lose those customers. Thus, service failure is a pivotal element to maintain customers. However, as service failure is unavoidable, suppliers have to pay more attention to service recovery. According to the mechanism between service recovery and customer relationship, this research focused on the relationship between service recovery and perceived justice, relationship quality and behavior intention. This research, based on related theories and empirical experiences, taking mobile telecommunication as target object, tried to identify the relationship between the service recovery and perceived justice, relationship quality and behavior intention in this specific industry. Results and findings of the research could provide some implications for industry practices. The research was designed as a typical three-factor quasi-experiment. There were three independent variables (response speed, psychological recovery, compensation). Each independent variable had two levels (quick or slow; high or low; more or less). There were also three dependent variables (perceived justice, relationship quality and behavior intention), with perceived justice and relationship quality consisting of multiple dimensions. MANOVA was the main methodology used to analyze the main effects and interaction effects of the dependent and independent variables. The results revealed that: responsed speed had significant positive relationship with all three dependent variables; compensation also had significant positive relationship with all three dependent variables; but psychological recovery had negative effect on the dependent variables. In addition, some interaction effects were found. Furthermore, the different effects of independent variables on dependent variables' individual dimensions were explored. Based on the results, further discussion and analysis on the main points were included in the last chapter. At the same time, the theoretical and practical contributions were concluded. Finally, the limitations and further research directions were elaborated.

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