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博碩士論文 etd-0601110-163435 詳細資訊
Title page for etd-0601110-163435
論文名稱
Title
服務失敗下關係品質效果之研究:互依對等觀點
Effects of Relationship Quality under Service Failure: A Perspective of Interdependence and Reciprocity
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
253
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2010-05-27
繳交日期
Date of Submission
2010-06-01
關鍵字
Keywords
對等、互依、轉念、關係品質、服務失敗
reciprocity, interdependence, transformation, relationship quality, service failure
統計
Statistics
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The thesis/dissertation has been browsed 5802 times, has been downloaded 1291 times.
中文摘要
服務行銷的文獻一直對服務失敗下顧客關係的效果存有歧異的兩派觀點,緩衝觀點認為好的顧客關係可以減緩服務失敗時顧客的負面反應,但強化觀點則發現好的顧客關係反而會使這些負面反應變得更嚴重。目前仍舊缺乏一個統一的理論架構來解釋各種觀點的作用機制並整合此二觀點。因此,本研究即試圖填補此一研究缺口以解決有關服務失敗下顧客關係效果之爭議。透過整合應用互依理論與對等理論,本研究提出一個架構以分析強化效果與緩衝效果各自發生的時機與機制,並探討如何能夠將強化效果轉變成緩衝效果。
此架構中主要的論點為顧客關係的強化效果乃發生在顧客的立即反應上,而其緩衝效果則發生在顧客的延遲反應上。此外,立即反應與延遲反應乃受到不同的對等動機所引導,且強化效果與緩衝效果間的轉變乃受到動機轉念之驅動;而顧客對各種社會互動的關心程度越高,動機轉念愈容易發生。
本論文進行一個調查研究與兩個實驗研究來驗證此一架構。研究結果發現:(1)顧客關係對顧客的立即反應會產生強化作用,而對顧客的延遲反應則產生緩衝作用。(2)顧客的立即反應主要乃受到自我導向的對等動機所指引,其目的乃在於對廠商過去的行為(亦即服務失敗本身)加以回報;而在某種程度上顧客的延遲反應則受到關係導向的對等動機引導,其目的乃在於回報廠商未來所可能發生的行為。(3)動機轉念能夠驅使強化作用轉變成緩衝作用。(4)顧客愈重視與廠商關係的未來,愈容易發生動機轉念,進一步促進緩衝效果的產生。
Abstract
Extant literature has a controversy over the effects of customer relationship on customer responses to service failure. Buffering perspective suggests that strong relationship can mitigate customers’ unfavorable reactions to service failure; whereas amplifying perspective finds that these negative customer responses are enhanced by strong relationship. Until now, it still lacks a unified framework to explain the mechanisms under each perspective and to reconcile both perspectives. The motivation of this research is to fill up this research gap and to solve the controversy over the effects of customer relationship under service failures. By integrating interdependence theory and reciprocity theory, this research proposes a framework to analyze when and why each of buffering and amplifying effects would occur and how amplifying effects can shift to buffering effects.
The major conjectures of the framework proposed by this research are that customer relationship has amplifying effects on customers’ immediate responses while it has buffering effects on their prolonged responses; moreover, customers’ immediate and prolonged responses are guided by different reciprocity motivations and the shift from amplifying effects to buffering effects is triggered by motivation transformation that can be enhanced by increasing a number of customers’ social concerns.
This framework is verified through one survey study and two experimental studies. Collectively, the results broadly support that: (a) a customer relationship has amplifying effects on customers’ immediate responses while has buffering effects on their prolonged responses; (b) immediate responses are majorly governed by self-oriented motivations in reciprocation of the firms’ past behavior, whereas to some extent prolonged responses are guided by relationship-oriented motivations in reciprocation of the firms’ anticipated behavior; (c) transformation of reciprocity motivations triggers the shift from amplifying effects into buffering effects; (d) concern about future of relationship with the firm increases the possibility of transformation and thus the occurrence of buffering effects.
目次 Table of Contents
CONTENT INDEX

List of Tables……………………………………………………………........... V
List of Figures…………………………………………………………............. VII
Abstract………………………………………………………………………… VIII
中文摘要 X
Chapter 1 Introduction………………………………………………………... 1
1.1 Background and Motivations……………………………………………. 1
1.2 Purpose and Research Questions………………………………………... 4
1.3 Importance of This Research……………………………………………. 4
1.4 Scope of This Research………………………………………………...... 5
1.5 Organization of This Research………………………………………....... 9
Chapter 2 Literature Review…………………………………………………. 10
2.1 Service Failure…………………………………………………………... 10
2.1.1 Service Failure and Recovery……………………………………... 10
2.1.2 Customer Responses to Service and Recovery Failure…….……… 12
2.1.3 Summary…………………………………………………………... 15
2.2 Customer Relationship…………………………………………………... 16
2.2.1 Indicators of Customer Relationship Strength…………………….. 17
2.2.2 Antecedents and Consequences of Strong Customer Relationships. 19
2.2.3 Summary…………………………………………………………... 22
2.3 Research on Relationship Quality and Service Failure………………….. 23
2.3.1 Effects of Relationship Quality on Customer Responses to Service Failure.……………………………………………………. 23
2.3.2 Effects of Relationship Quality on Customer Responses to Other Brand Unfavorable Performances…..………………………. 37
2.3.3 Summary…………………………………………………………... 39
2.4 Interdependence Theory…………………………………………………. 40
2.4.1 Interdependence Matrix…………………………………………… 41
2.4.2 Transformation…………………………………………………….. 47
2.4.3 Investment Model…………………………………………………. 52
2.4.4 Interdependence Research in Business Relationships…………….. 61
2.4.5 Summary…………………………………………………………... 62
2.5 Norm of Reciprocity…………………………………………………….. 64
2.5.1 Typology of Reciprocity…………………………………………... 67
2.5.2 Reciprocity in Social Relationships……………………………….. 71
2.5.3 Reciprocity and Relationship Quality……………………………... 76
2.5.4 Summary…………………………………………………………... 78
2.6 Connecting Literature Review to the Current Research………………… 79
Chapter 3 Conceptual Framework and Propositions…….............................. 83
3.1 Conceptual Definition of Constructs……………………………………. 83
3.2 Propositions……………………………………………………………… 86
3.2.1 Immediate Responses, Prolonged Responses, and Transformation.. 86
3.2.2 Effects of Relationship Quality on Immediate Responses
and Prolonged Responses…………………………………………. 88
3.2.3 Effects of Relationship Quality on Transformation……………….. 90
3.2.4 Effects of Social Concerns on Transformation……………………. 92
3.3 Control Factors……………………….………………………………….. 94
3.3.1 Responsibility Attribution…………………………………………. 94
3.3.2 Failure Severity……………………………………………………. 95
3.3.3 Relational Disposition……………………………………………... 96
Chapter 4 Empirical Framework and Design……………………………….. 98
4.1 Study 1: Customers’ Actual Experiences of and Responses to
Service Failure…………………………………………………………... 99
4.1.1 Purposes………………………………………………………….... 99
4.1.2 Empirical Framework and Hypotheses……………………………. 100
4.1.3 Design……………………………………………………………... 101
4.1.4 Rationale for Study 2……………………………………………… 102
4.2 Study 2: Interaction of Relationship Quality and Evaluation Time
on Customer Responses to Service Failure……………………………… 103
4.2.1 Purposes………………………………………………………….... 103
4.2.2 Empirical Framework and Hypotheses……………………………. 104
4.2.3 Design……………………………………………………………... 106
4.2.4 Rationale for Study 3……………………………………………… 107
4.3 Study 3: Moderation of Concern about Future of Relationship
and Effects of Brand Equity…………………………………………….. 108
4.3.1 Purposes………………………………………………………….... 108
4.3.2 Empirical Framework and Hypotheses……………………………. 109
4.3.3 Design……………………………………………………………... 112
4.4 Pretests…………………………………………………………………... 113
4.4.1 Back Translation…………………………………………………... 113
4.4.2 Pretest 1…………………………………………………………… 114
4.4.3 Pretest 2…………………………………………………………… 116
4.5 Operational Definition of Variables…...………………………………… 120
Chapter 5 Empirical Procedures and Results……………………………….. 126
5.1 Study 1: Customers’ Actual Experiences of and Responses to
Service Failure…………………………………………………………... 126
5.1.1 Respondents and Procedures………………………………………. 126
5.1.2 Analyses and Results……………………………………………… 128
5.1.3 Discussion of Findings……………………………………………. 141
5.2 Study 2: Interaction of Relationship Quality and Evaluation
Time on Customer Responses to Service Failure………………………..
145
5.2.1 Method……………………………………………………………. 146
5.2.2 Analyses and Results……………………………………………… 149
5.2.3 Discussion of Findings……………………………………………. 159
5.3 Study 3: Moderation of Concern about Future of Relationship
and Effects of Brand Equity…………………………………………
163
5.3.1 Method……………………………………………………………. 163
5.3.2 Analyses and Results of Relationship Quality Experiment……….. 169
5.3.3 Analyses and Results of Brand Equity Experiment……………….. 175
5.3.4 Discussion of Findings……………………………………………. 187
Chapter 6 Conclusions and Implications……………………………………. 191
6.1 Summary of Empirical Findings………………………………………… 191
6.2 Theoretical Implications………………………………………………… 195
6.3 Managerial Implications………………………………………………… 199
6.4 Research Limitations……………………………………………………. 201
6.5 Direction for Future Research…………………………………………… 203
References……………………………………………………………………… 206
Appendix………………………………………………………………………. 227

LIST OF TABLES

Table 2-1 Relationship Quality and Customer Response to Service Failure........ 25
Table 2-2 Theories Supporting Buffering or Amplifying Perspective…………. 30
Table 2-3 Six Pure Reciprocations……………………………………………… 71
Table 3-1 Conceptual Definition of Constructs…………………………..…….. 83
Table 4-1 Structure of Questionnaires for Pretest 2……………………………. 119
Table 4-2 Manipulation Checks for Pretest 2…………………………………... 120
Table 4-3 Operational Definition of Variables………………………………….. 123
Table 5-1 Summary of Hypotheses of Study 1…………………………………. 126
Table 5-2 Means, Standard Deviations, and Correlations for Study 1………….. 131
Table 5-3 Hierarchical Regression Results: Effects of Relationship
Quality on Immediate Responses……………………………………. 134
Table 5-4 Hierarchical Regression Results: Effects of Relationship
Quality on Prolonged Responses…………………………………….. 135
Table 5-5 Amounts of Self-Oriented and Relationship-Oriented
Motivation in Study 1………………………………………………... 140
Table 5-6 Summary of Hypotheses of Study 2…………………………………. 146
Table 5-7 Manipulations for Study 2…………………………………………… 147
Table 5-8 Means, Standard Deviations, and Correlations for Study 2………….. 151
Table 5-9 ANOVA Results: Manipulation Check for Study 2………………… 152
Table 5-10 2-Way ANOVA Results: Effects of Relationship Quality and
Evaluation Time…………...………………………………………... 155
Table 5-11 Independent-Samples T-Test Results: Simple Main Effect
Tests for Study 2………………………………………………….. 155
Table 5-12 Amounts of Self-Oriented and Relationship-Oriented
Motivation in Study 2……………………………………………… 157
Table 5-13 Summary of Hypotheses of Study 3………………………………... 164
Table 5-14 Manipulations for Study 3………………………………………….. 166
Table 5-15 Means, Standard Deviations, and Correlations for Study 3
Relationship Quality Experiment…………………………………… 171
Table 5-16 ANOVA Results: Manipulation Checks for Study 3 Relationship
Quality Experiment…………………………………………………. 173
Table 5-17 3-Way ANOVA Results: Effects of Relationship Quality,
Evaluation Time, and Concern about Future of Relationship ……… 176
Table 5-18 Independent-Samples T-Test Results: Simple Main Effect
Tests for Study 3 Relationship Quality Experiment………………... 177
Table 5-19 Means, Standard Deviations, and Correlations for Study 3
Brand Equity Experiment…………………………………………... 180
Table 5-20 ANOVA Results: Manipulation Checks for Study 3 Brand
Equity Experiment………………………………………………….. 182
Table 5-21 3-Way ANOVA Results: Effects of Brand Equity, Evaluation Time,
and Concern about Future of Relationship…………………..……... 184
Table 5-22 Independent-Samples T-Test Results: Simple Main Effect
Tests for Study 3 Brand Equity Experiment………………………. 185

LIST OF FIGURES

Figure 2-1 Customer Complaint Actions Following Service Failure…………... 14
Figure 2-2 Illustration of a 2 × 2 Outcome Matrix……………………………... 42
Figure 2-3 Different Combinations of Outcomes, CL, and CLalt………………. 44
Figure 2-4 Correspondent and Noncorrespondent Relationships………………. 44
Figure 2-5 The Prisoner’s Dilemma Game and a Possible Transformation……. 46
Figure 2-6 Transformation of Motivation……………………………………… 49
Figure 2-7 Commitment and Relationship Maintenance Mechanisms………… 53
Figure 3-1 Conceptual Framework……….…………………………………….. 85
Figure 4-1 Empirical Framework of Study 1…………………………………… 100
Figure 4-2 Empirical Framework of Study 2…………………………………… 104
Figure 4-3 Expected Pattern of Amplifying and Buffering Effects………..…… 105
Figure 4-4 Empirical Framework of Study 3 Relationship Quality Experiment.. 110
Figure 4-5 Empirical Framework of Study 3 Brand Equity Experiment……….. 112
Figure 5-1 Illustrations of Interactions of Relationship Quality and
Evaluation Time…………...………………………………………... 156
Figure 5-2 Illustrations of Interactions of Relationship Quality,
Evaluation Time, and Concern about Future of Relationship………. 178
Figure 5-3 Illustrations of Interactions of Brand Equity, Evaluation Time,
and Concern about Future of Relationship…………………………. 186
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