服務補救類型對認知公平、滿意度以及散佈負面網路口碑意圖之影響 ─ 以App為例

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：14

、訪客IP：3.12.155.148

姓名

王健綸(Chien-Lun Wang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

服務補救類型對認知公平、滿意度以及散佈負面網路口碑意圖之影響 ─ 以App為例

相關論文

★ 半導體二手設備之行銷策略－以應用材料公司為例	★ 從創新擴散角度探討新科技技術行銷策略之影響 —以全球資訊大廠推廣Web Services為例
★ 企業多角化經營策略之研究 ─以某機構拓展資訊應用服務市場為例	★ 汽車產業網站行銷之應用與效益探討研究－以N品牌為例
★ 系統整合業轉型策略之探討--以A公司為例	★ 顧客關係管理系統導入之研究－以A、B公司為例
★ 策略聯盟個案分析－以台灣光碟機廠商為例	★ 資訊教育訓練機構的轉型策略 —以某資訊教育機構為例
★ 組織文化及組織承諾對組織變革影響之研究－以外商銀行與本國銀行資訊部門為例	★ 高階資訊教育市場行銷策略與會員制度之研究-資訊教育產業為例
★ 探討平衡計分卡在售前技術支援部門績效管理的運用 - 以外商資訊科技公司為例	★ 軟體行銷策略與競爭優勢分析－以全球二家資訊大廠為例
★ 綠色供應鏈管理研究-以Ａ公司為例	★ 企業專案管理系統 - 提升專案即時資訊透通性及其效益分析
★ 金融軟體專案管理導入國際專案管理師（PMP）專案管理機制之效益分析	★ 企業轉型與其資源基礎之關係研究及轉型策略之發展-以M公司為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

隨著智慧型裝置的普及，App的市場成長迅速、競爭十分激烈，其中網路口碑是影響使用者下載意願的主要指標之一，而負面口碑會降低潛在消費者的使用意願，甚至影響公司商譽，因此當App發生服務失誤後，業者要透過補救去修正失誤，以避免負面網路口碑的產生。本研究首先探討服務補救類型對顧客的認知公平之影響，接著探討顧客認知公平對顧客滿意度的影響，最後探討顧客滿意度是否會影響其散佈負面網路口碑的意圖。

本研究採用實驗法，依實質補償（有/無）與心理補償（有/無）分為2x2，共四種情境，並以遊戲類及社交類兩種App作為實驗標的物。本研究藉由網路發佈問卷，將受測者隨機分配實驗情境。研究結果顯示，實質補償會正向影響分配公平，分配公平、程序公平、互動公平會正向影響顧客滿意度，而顧客滿意度會負向影響負面網路口碑意圖。根據研究結果，建議App業者應注重於實質層面的補救策略，並透過差異化的補救方式令顧客感受到業者補救的誠意，以提升顧客滿意度並降低其散佈負面網路口碑的意圖。

摘要(英)

With the popularity of smartphone, the App market grow rapidly and have intense competition. The electronic word-of-mouth (eWOM) is one of the most effective index to affect the users’ download intention. On the other hand, the negative eWOM would decrease the potential users’ use intention, even affect the company reputation. Therefore, after the occurrence of app’s service failure, practitioners should revise failure through the service recovery to avoid the negative eWOM. Thus, this study investigated the effect of recovery strategies on the customer perceived justice and customer satisfacation; futher, the effect of customer satisfacation on customers’ negative electronic word-of-mouth intention.

This research conducted a 2 (tangible recovery: yes/no) × 2 (psychological recovery: yes/no) experimental design and test the hypotheses by two type of Apps (game/social). This experiment design was implemented by an online experimental questionnaire and all the samples were randomly assigned to four scenarios. The results show that tangible recovery will positively influence distributive justice. And distributive justice, procedural justice and interactional justice will positively influence customer satisfacation. Finally, customer satisfacation will negatively influence negative electronic word-of-mouth intention. According to the experimental results, this research suggested practitioners should focus on tangible recovery strategies and make their customer perceive the sincerity through the differentiation recovery program to increase customer satisfacation and decrease negative electronic word-of-mouth intention.

關鍵字(中)

★ 服務補救
★ 認知公平
★ 滿意度
★ 負面網路口碑意圖

關鍵字(英)

★ Service recovery
★ Percieved justice
★ Customer satisfacation
★ Negative electronic word-of-mouth intention

論文目次

中文摘要 i
Abstract ii
目錄 iii
圖目錄 iv
表目錄 v
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 4
1-3 研究流程 4
第二章文獻探討 6
2-1 服務失誤、補救策略、滿意度 6
2-2 認知公平 9
2-3 口碑 12
第三章研究方法 16
3-1 研究架構 16
3-2 研究假說 16
3-3 研究設計 20
3-4 變數定義與衡量 27
第四章資料分析與結果 31
4-1 前測分析 31
4-2 正式實驗樣本分析 34
4-3 信度與效度分析 43
4-4 假說檢定 46
4-5 延伸探討 49
4-6 小結 51
第五章結論與建議 53
5-1 研究結論 53
5-2 管理意涵 55
5-3 研究限制與未來建議 56
參考文獻 58
附錄一研究問卷（情境一） 65
附錄二研究問卷（情境二） 74
附錄三研究問卷（情境三） 83
附錄四研究問卷（情境四） 92

參考文獻

一、中文文獻
[1] 行動遊戲調查暨台灣遊戲類類網站使用概況 (2014)。comScore。民105年3月24日，取自http://www.taaa.org.tw/cview.asp?cid=20141118184256&dtype=bzxboypf
[2] Truman (2015)。強制登上 App Store 排行榜! 大陸刷榜工場大公開。appappapps。民105年3月24日，取自http://www.appappapps.com/blog/52207-fake-app-store-chart.html
[3] TWNIC (2015)。台灣無線網路使用調查。民105年3月24日，取自http://www.twnic.net.tw/download/200307/20150202a.pdf
[4] Zac Lin (2013)。別小看半顆星：App Store 排名「潛規則」。INSIDE。民105年3月24日，取自http://www.inside.com.tw/2013/09/09/fix-bugs-climb-app-ranks
[5] 郭英峰, 伍啟銘, 楊書成, & 顏士庭. (2014). 線上購物服務失誤類型與補救策略, 認知公平與補救後滿意度之關係. 電子商務學報, 16(1), 53-84.
[6] 鄭仁富 (2015)。多螢情境下的消費行為與服務創新。資策會FIND。民105年3月24日，取自http://www.find.org.tw/market_info.aspx?n_ID=8662
[7] 驚！每人每日有1/8醒著的時間都在使用APP！(2014)。資策會。民105年3月24日，取自http://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1476&fm_sqno=14
二、英文文獻
[1] Adams, J. S. (1965). Inequity in social exchange. Advances in Experimental Social Psychology, 2, 267-299.
[2] Albrecht, K., & Zemke, R. (1985). Service America!. Dow Jones-Irwin.
[3] AppBrain (n.d.). Number of Android applications Retrieved March 24, 2016, from http://www.appbrain.com/stats/number-of-android-apps
[4] AppBrain (n.d.). Ratings of apps on Google Play Retrieved March 24, 2016, from http://www.appbrain.com/stats/android-app-ratings
[5] Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.

[6] Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
[7] Banerjee, A. V. (1992). A simple model of herd behavior. The Quarterly Journal of Economics, 107(3), 797-817.
[8] Baum, D., & Spann, M. (2014). The interplay between online consumer reviews and recommender systems: An experimental analysis. International Journal of Electronic Commerce, 19(1), 129-162.
[9] Bendapudi, N., & Berry, L. L. (1997). Customers′ motivations for maintaining relationships with service providers. Journal of Retailing, 73(1), 15-37.
[10] Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. The Journal of Marketing, 54(1), 71-84.
[11] Bitner, M. J., Brown, S. W., & Meuter, M. L. (2000). Technology infusion in service encounters. Journal of the Academy of Marketing Science, 28(1), 138-149.
[12] Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1994). The effects of perceived justice on complainants′ negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69(4), 399-428.
[13] Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, 73(2), 185-210.
[14] Boshoff, C. (1997). An experimental study of service recovery options. International Journal of Service Industry Management, 8(2), 110-130.
[15] Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
[16] Bryman, A., & Cramer, D. (2002). Quantitative data analysis with SPSS release 8 for Windows: a guide for social scientists. Routledge.
[17] Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249.
[18] Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218-225.
[19] Chip, B., & Ron, Z. (1987). Service breakdown the road to recovery. Management review, 76(10), 32.

[20] del Río-Lanza, A. B., Vázquez-Casielles, R., & Díaz-Martín, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses.Journal of Business Research, 62(8), 775-781.
[21] Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300.
[22] DeWitt, T., & Brady, M. K. (2003). Rethinking service recovery strategies the effect of rapport on consumer responses to service failure. Journal of Service Research, 6(2), 193-207.
[23] East, R. (2000). Complaining as planned behavior. Psychology & Marketing, 17(12), 1077-1095.
[24] East, R., Hammond, K., & Wright, M. (2007). The relative incidence of positive and negative word of mouth: A multi-category study. International Journal of Research in Marketing, 24(2), 175-184.
[25] Firnstahl, T. W. (1989). My employees are my service guarantee. Harvard Business Review, 67(4), 28-32.
[26] Forbes, L. P., Kelley, S. W., & Hoffman, K. D. (2005). Typologies of e-commerce retail failures and recovery strategies. Journal of Services Marketing, 19(5), 280-292.
[27] Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
[28] Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of Marketing Research, 24(4), 337-346.
[29] Fu, J. R., Ju, P. H., & Hsu, C. W. (2015). Understanding why consumers engage in electronic word-of-mouth communication: Perspectives from theory of planned behavior and justice theory. Electronic Commerce Research and Applications, 14(6), 616-630.
[30] Goodwin, C., & Ross, I. (1992). Consumer responses to service failures: influence of procedural and interactional fairness perceptions. Journal of Business Research, 25(2), 149-163.
[31] Gronroos, C. (1988). Service quality: The six criteria of good perceived service. Review of Business, 9(3), 10.

[32] Hair, J. R., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis. Upper Saddle River, NJ: Prentise-Hall.
[33] Hart, P., & Saunders, C. (1997). Power and trust: Critical factors in the adoption and use of electronic data interchange. Organization Science, 8(1), 23-42.
[34] Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52.
[35] Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
[36] Heskett, J. L., Sasser, W. E., & Hart, C. W. (1993). Cambios creativos en servicios. Ediciones Díaz de Santos.
[37] Heskett, J. L., Sasser, W. E., & Hart, C. W. L. (1990). Breakthrough Service.
[38] Heskett, S. W., Hoffman, K. D., & Davis, M. A. (1994). A typology of retail failures and recoveries. Journal of Retailing, 69(4), 429-452.
[39] 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.
[40] Holloway, B. B., & Beatty, S. E. (2003). Service failure in online retailing a recovery opportunity. Journal of Service Research, 6(1), 92-105.
[41] Holloway, B. B., Wang, S., & Parish, J. T. (2005). The role of cumulative online purchasing experience in service recovery management. Journal of Interactive Marketing, 19(3), 54-66.
[42] Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior (Vol. 14). New York: Wiley.
[43] 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.
[44] Karande, K., Magnini, V. P., & Tam, L. (2007). Recovery voice and satisfaction after service failure an experimental investigation of mediating and moderating factors. Journal of Service Research, 10(2), 187-203.
[45] Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. The Journal of Marketing, 59(2), 71-82.
[46] Kelley, S. W., & Davis, M. A. (1994). Antecedents to customer expectations for service recovery. Journal of the Academy of Marketing Science, 22(1), 52-61.
[47] Kim, T. T., Kim, W. G., & Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management, 30(1), 51-62.
[48] Konovsky, M. A. (2000). Understanding procedural justice and its impact on business organizations. Journal of Management, 26(3), 489-511.
[49] Kuo, Y. F., & Wu, C. M. (2012). Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions. International Journal of Information Management, 32(2), 127-138.
[50] Levesque, T. J., & McDougall, G. H. (2000). Service problems and recovery strategies: an experiment. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l′Administration, 17(1), 20-37.
[51] Liao, H. (2007). Do it right this time: the role of employee service recovery performance in customer-perceived justice and customer loyalty after service failures. Journal of Applied Psychology, 92(2), 475.
[52] Mattila, A. S. (2001). The effectiveness of service recovery in a multi-industry setting. Journal of Services Marketing, 15(7), 583-596.
[53] Mattila, A. S., & Cranage, D. (2005). The impact of choice on fairness in the context of service recovery. Journal of Services Marketing, 19(5), 271-279.
[54] Mattila, A. S., & Patterson, P. G. (2004). Service recovery and fairness perceptions in collectivist and individualist contexts. Journal of Service Research, 6(4), 336-346.
[55] Maxham III, J. G., & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4), 57-71.
[56] Maxham III, J. G., & Netemeyer, R. G. (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.
[57] Maxham III, J. G. (2001). Service recovery′s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24.
[58] McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), 121-137.
[59] Miller, J. L., Craighead, C. W., & Karwan, K. R. (2000). Service recovery: a framework and empirical investigation. Journal of Operations Management, 18(4), 387-400.

[60] Oh, S., Baek, H., & Ahn, J. (2015). The effect of electronic word–of–mouth (eWOM) on mobile application downloads: an empirical investigation. International Journal of Mobile Communications, 13(2), 136-156.
[61] Oliver, R. L., & Swan, J. E. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. The Journal of Marketing, 21-35.
[62] Pfeffer, J., Zorbach, T., & Carley, K. M. (2014). Understanding online firestorms: Negative word-of-mouth dynamics in social media networks. Journal of Marketing Communications, 20(1-2), 117-128.
[63] Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. The Journal of Marketing, 47(1), 68-78.
[64] Shaw, J. C., Wild, E., & Colquitt, J. A. (2003). To justify or excuse?: A meta-analytic review of the effects of explanations. Journal of Applied Psychology, 88(3), 444.
[65] Singh, J. (1990). Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(1), 1-15.
[66] 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.
[67] statista (n.d.). Number of free and paid mobile app store downloads worldwide Retrieved March 24, 2016, from http://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-store-downloads/
[68] Suh, K. S., & Lee, Y. E. (2005). The effects of virtual reality on consumer learning: an empirical investigation. Mis Quarterly, 29(4), 673-697.
[69] Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.
[70] Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implications for relationship marketing. The Journal of Marketing, 62(2), 60-76.
[71] Thøgersen, J., Juhl, H. J., & Poulsen, C. S. (2009). Complaining: A function of attitude, personality, and situation. Psychology & Marketing, 26(8), 760-777.
[72] Wang, Y. S., Wu, S. C., Lin, H. H., & Wang, Y. Y. (2011). The relationship of service failure severity, service recovery justice and perceived switching costs with customer loyalty in the context of e-tailing. International Journal of Information Management, 31(4), 350-359.
[73] Wilkie, W.L. Consumer Behavior, Wiley & sons, New York, 1990
[74] Yang, J., He, X., & Lee, H. (2007). Social reference group influence on mobile phone purchasing behaviour: a cross-nation comparative study. International Journal of Mobile Communications, 5(3), 319-338.
[75] Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12.
[76] Zemke, R., & Bell, C. (1990). Service recovery: Doing it right the second time. Training, 27(6), 42-48.
[77] Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694-700.

指導教授

李小梅

審核日期

2016-7-1

推文