服務失敗與回復策略對品牌真實性影響之研究:以權力距離作為調節變數

Abstract

在消費者意識提高和資訊流通性增強的情境下，企業需要公開透明地經營並回應消費者的需求，否則消費者有權抵制品牌。服務失敗或負面事件會損害消費者體驗、品牌信任和顧客忠誠度，可能導致負面口碑和商譽損害，甚至影響企業的存亡。因此，企業需要即時回應並妥善處理品牌危機，針對不同類型的消費者採取適當的服務補救措施和恢復策略，重新鞏固品牌形象。過去文獻與案例已經深耕服務失敗的領域，但鮮少探討品牌真實性，然而真實性會影響消費者信任、品牌忠誠度、消費者認知，因此，本研究結合服務失敗、服務恢復與權力距離信念，延伸探討品牌真實性，透過實驗設計，以情境操作與不同的服務恢復策略，以及權力距離信念使消費者對服務失敗的同理程度和原諒程度的影響，衡量品牌真實性的恢復效果，並觀察不同類型消費者的反應，藉以得出理論貢獻與管理意涵，研究結果將有助於企業制定恰當的服務補償策略，重新建立品牌真實性，並提供消費者不同層次的服務體驗。In the context of heightened consumer awareness and increased information flow, businesses need to operate transparently and respond to consumer demands. Failure in service or negative events can damage consumer experiences, brand trust, and customer loyalty, potentially leading to negative word-of-mouth and reputational damage that could even impact a company's survival. Therefore, businesses need to promptly respond and effectively handle brand crises, adopting appropriate service recovery measures and strategies tailored to different types of consumers, in order to rebuild brand image. While previous literature and case studies have extensively examined service failures, there has been limited exploration of brand authenticity. However, authenticity significantly influences consumer trust, brand loyalty, and consumer perceptions. Hence, this studyintegrates service failures, service recovery, and power distance beliefs to further investigate brand authenticity. Through experimental design, this research manipulates situational scenarios, different service recovery strategies, and power distance beliefs to assess the impact on consumers' empathy and forgiveness towards service failures, measuring the effectiveness of brand authenticity restoration. Additionally, it observes the responses of different consumer segments to derive theoretical contributions and managerial implications. The research findings will assist businesses in formulating appropriate service compensation strategies to reestablish brand authenticity and offer consumers differentiated service experiences.