影響服務失誤後消費者情緒、滿意度與抱怨意向之研究-以餐飲業為例

Abstract

服務失誤所引起的顧客抱怨在行銷領域中為相當重要的一部份，對企業而言，減少服務失誤為品質管理的一部份，對顧客來說，經歷服務失誤的消費經驗，往往會影響之後的行為表現。團體在人們的社會中，是生活的一部份，團體的消費者通常可為業者帶來較多的商機，但相對的，若在不滿意的消費情境下，團體的消費者所帶來的威脅與衝擊也可能會較大。然而在先前研究中，團體消費者的議題，較少談論服務失誤的議題，且對於服務失誤嚴重性的主題更是鮮少談及。因此本研究透過團體的觀點，以餐飲業的服務失誤為例，了解在不同的服務失誤嚴重性中，消費者個人的情緒改變，對於滿意度與抱怨意向之影響。 本研究採3×3×2三因子的混合實驗設計，其中包含服務失誤嚴重性，分為輕微、普通與嚴重三種程度；他人情緒變項依表達程度分成無表達、生氣與憤怒三種型態；團體大小變項則包括大團體與小團體。以問卷做為資料搜集的工具，問卷內容包含正向與負向情緒題目、滿意度題目、抱怨意向題目、情境真實性檢驗題目以及人口統計變數。數據分析工具以變異數分析（ANOVA）與結構方程模式（SEM）進行假設的檢驗。 研究對象為324位大學生，共有效回收293份問卷。研究結果顯示，服務失誤的嚴重性會對消費者的負向情緒造成正向的直接影響，而對正向情緒與滿意度皆有負向的直接影響；其次，消費者的滿意度與抱怨意向皆會受到正向情緒與負向情緒的影響；此外，正向情緒與滿意度對於抱怨意向皆有負向的直接影響，且負向情緒對抱怨意向有正向的直接影響；最後，負向情緒與正向情緒皆會透過滿意度的中介對抱怨意向造成影響。本研究所提出的假設大部分皆獲得支持。最後根據研究結果，提出對於未來研究與實務之建議。Customer complaints from the service failure play the important role in marketing science. To business, reducing the service failure is a main procedure for quality control. To customer, the consumption experience of service failure often affects the successive behavior performance. The consumer behavior is a social behavior we therefore cannot discuss it without considering the social situation. Though the company can make profit from the group consumer, it is possible that the group consumer can have complains and do harm to the business if they dissatisfy the service encounter. That is, very little research has been conducted on the topic about the service failure. In addition, previous research has not investigated the varying levels of severity of the service failure. Hence, the principal purposes of this study are, therefore, to examine the relationships among severity of service failure, customers’ emotions, and post-purchase satisfactions and complaint intentions. A 3 (service failure severity: trifling, moderate, and sever) x 3 (emotions of others: not angry, angry, or extremely furious) x 2 (group size: large, small) factorial experimental design was utilized to test these hypotheses. The survey instrument consisted of questions assessing: (a) consumer emotions; (b) satisfaction and consumer complaint intention after the service failure; (c) scenarios realism; and (d) demographics of the sample. We used analysis of variance (ANOVA) and structural equation model (SEM) for data analysis. A total of 324 undergraduate students participated in the study. Two hundred and ninety-three questionnaires were deemed valid after data housekeeping. The results indicated service failure severity had significant direct effect on negative emotion, positive emotion and satisfaction. Negative emotion and positive emotion had significant direct effect on satisfaction and complaint intentions. In addition, satisfaction had significant negative effect on complaint intentions. Finally, negative emotion and positive emotion had significant indirect effect on complaint intentions. Most hypotheses were confirmed by the result of analysis. Suggestions for further study and limitations were discussed at the end of the study.