Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92525
標題: 服務失誤與再購意願之研究—以不同餐廳類型為例
A study of relationships between service failure and repurchase intentions
作者: Huei-Ling Chen
陳慧玲
關鍵字: 服務失誤;服務補救;轉換成本;再購意願;Service Failure;Service Recovery;Repurchase Intentions
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摘要: 
Since formation and consumption of service occur simultaneously, and service failure is inevitable, it is important to do well with service recovery for service failures. This research investigated the different levels of service failure that affect consumers' repurchase intention in restaurant industry.
There were total 335 useful questionnaires collected from different restaurants. This research analyzed relationships among service failure, service recovery and repurchase intentions. Besides, the research also analyzed the moderation effect of service recovery, switching cost and restaurants type. Furthermore, this research discussed the mediation effect of service recovery.
This research found that the most common service failure in restaurants was delay of meal delivery and the failure also came from the individual behavior of restaurant employees. For the general service failure, the common service recovery was verbal apology. When serious service failure happened, real action took place.
Furthermore, service failure had positive influence on repurchase intentions. However, there were no moderation effects on repurchase intentions in turns of service recovery, switching cost and restaurants types. Finally, this research found that there was mediation effect on repurchase intentions in turns of service recover actions.

服務的產生與消費是同時發生的,而服務的失誤無可避免,因此如何針對服務失誤做好服務補救便顯得相當重要。本研究目的在於探討餐廳之服務失誤,並將不同程度的失誤對應到不同的服務補救措施,進而產生對再購意願的影響。
  資料分析的有效樣本為335份,研究中調查對象選擇三家連鎖餐廳與兩家非連鎖餐廳之消費者。分析過程首先利用信度、效度分析本研究問卷之一致性與可靠度;再了解消費者在餐廳遭遇一般服務失誤、一般服務補救、嚴重服務失誤與嚴重服務補救之發生頻率;接著利用迴歸分析檢定服務失誤對再購意願是否有顯著影響;並分別檢視服務補救、轉換成本及餐廳類型對再購意願之干擾效果;以及服務補救對再購意願之中介效果。
  研究發現:在餐廳的失誤當中,最常發生延遲與服務人員個人因素所產生的失誤,其中對於一般失誤的補救,較常採用道歉的方式;而對於較為嚴重的失誤,則是採取實質上的行動作為補救方式。另外,不同程度的服務失誤對再購意願皆有顯著負向影響,但服務補救、轉換成本及餐廳類型對服務失誤和再購意願皆不存在干擾效果。而服務補救對服務失誤和再購意願之間存在部分中介效果。
URI: http://hdl.handle.net/11455/92525
Rights: 不同意授權瀏覽/列印電子全文服務
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