調查廉價航空業在服務補救後受補救行為之影響：關係慣性和市場行家所扮演的角色;Examining The Effects of Service Recovery on Post-Recovery Behavior in The Low-Cost Airline Industry: The Roles of Relationship Inertia and Market Mavenism

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题名:	調查廉價航空業在服務補救後受補救行為之影響：關係慣性和市場行家所扮演的角色;Examining The Effects of Service Recovery on Post-Recovery Behavior in The Low-Cost Airline Industry: The Roles of Relationship Inertia and Market Mavenism
作者:	安妮莎;KUSNADI, ANNISA AULANI
贡献者:	企業管理學系
关键词:	服務補救;廉價航空;關係慣性;市場行家被;service recovery;low cost airlines;relationship inertia;market mavenism
日期:	2019-01-17
上传时间:	2019-04-02 14:25:32 (UTC+8)
出版者:	國立中央大學
摘要:	本研究調查經常服務失誤的廉價航空其服務補救行為後之影響。考慮到與現有客戶保持關係的嘗試，許多研究表明客戶滿意度與回購意願之間存在正相關關係，這可以提高長期盈利能力。本研究的目的是通過程序正義,分配正義和互動正義的維度來評估服務補救的影響。這項研究有望通過找到最有效的策略來恢復服務行業的客戶滿意度，尤其對那些容易導致服務失誤並需維持甚至改善客戶與公司之間的關係。為了有更深入地洞察讓公司發展出計畫良好的服務補救策略，關係慣性和市場行家被適當地加入當作變數。該研究的人口是印尼低成本航空公司的客戶。本研究中的抽樣方法是任意抽樣。我們使用問卷收集數據並使用PLS進行處理。分析發現，服務補救的司法層面對於補救後行為有顯著影響。這兩個調節變數都被證明對影響顧客的回購意圖和積極的口碑意願至關重要。調查問卷數據的結果表明，客戶對道歉和即時提供一些明確的補救程序表示讚賞，這些讓他們對公道與否的看法產生了最大的影響，因此對有利於滿意度和隨後的回購可能性。另一件需要考慮的事情是公司試圖辨識客群之中的市場專家，公司需要對他們更加費心，如果發生任何服務失誤，必須確保有好好地執行服務補救，因為市場行家扮演一個大大影響他人的角色，其與口碑息息相關。 ;This research examines the effects of service recovery on post-recovery behavior in the low-cost airline which is prone to service failure. Given the attempt to maintain relationships with existing customers, a number of studies have shown a positive correlation between customer satisfactions and repurchase intention, which can improve long-term profitability. The purposes of this study is to assess the effects of service recovery, through the dimensions of procedural justice, distributive justice, and interactional justice. This research is expected to contribute by finding the most effective strategy to recover customer satisfaction in service industry which is prone to service failure and maintain or even improve the relationship between customer and the company. Relationship inertia and market mavenism were added as moderating variables to give a deeper insight for companies to develop a well-planned service recovery strategy. The population of the study was the customers of Indonesian Low cost airlines. The sampling method in this study is convenience sampling. Data was collected by using questionnaire and processed by using PLS. The analyses found that justice dimensions of service recovery had a significant influence on post recovery behavior. And both moderating variables were revealed to be essential in affecting customer’s repurchase intention and positive word-of-mouth intention. The findings from the questionnaire data indicate that customers appreciated an apology and the instant offer of some clear recovery procedure, and these had the greatest effect on their perceptions of justice, leading to an overall favorable view of satisfactions and the consequent likelihood of repurchase. Another thing to be considered is for the company to try to recognize the market maven between their customers, the company need to pay more attention to them, and if there is any service failure happened, a well-executed service recovery must be ensured since market maven play a great role in influencing others, which indicate a positive correlation with positive word of mouth
显示于类别:	[企業管理研究所] 博碩士論文

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