服務補救對顧客感知價值、滿意、信任和忠誠影響的實證研究

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服務補救對顧客感知價值、滿意、信任和忠誠影響的實證研究

 

Author: 張鈞安
Zhang, Jun'an
Zhang, Juan'an
Title: 服務補救對顧客感知價值、滿意、信任和忠誠影響的實證研究
Fu wu bu jiu dui gu ke gan zhi jia zhi, man yi, xin ren he zhong cheng ying xiang de shi zheng yan jiu
Impact of service recovery on customers' perceived value, satisfaction, trust, and loyalty
Degree: D.Mgt.
Year: 2008
Subject: Hong Kong Polytechnic University -- Dissertations.
Customer services.
Consumer satisfaction.
Department: Graduate School of Business
Pages: viii, 107 leaves : charts ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2291715
URI: http://theses.lib.polyu.edu.hk/handle/200/5058
Abstract: Previous studies have investigated the relationship between customer satisfaction and loyalty in product and service contexts. But few focused on the relationships among service recovery, perceived value, satisfaction, trust and loyalty. When service failure occurs, it is unclear how customers perceive the service recovery quality, and how service recovery quality, in turn, influences customers' perceived value, satisfaction, trust and loyalty. To find the answers, this study developed an integrated model and examined the roles played by service recovery, customer satisfaction, perceived value and trust in determining customer loyalty after service failure occurred. Three pilot studies were conducted in the telecommunication industry to refine the research instrument. After the questionnaire was modified and improved, the final survey was conducted with customers of a telecommunication company in China and hypotheses were tested empirically. Sample of the study included 301 respondents with service failure experience and 321 respondents without service failure experience. Data were analyzed using regression analysis and structure equation modeling (SEM). Results indicated that service recovery had positive impacts on perceived value, customer satisfaction, and trust. For service recovery, "process fairness" and "interaction fairness" were more important than "outcome fairness". The service recovery paradox phenomenon was also proved to exist in the telecommunication industry. The results supported most hypotheses, and implications for both marketing theory and practice were discussed. Limitations of the study and further research directions were proposed.

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