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论文编号：	2220
作者编号：	041865
上传时间：	2010/5/26 10:16:30
中文题目：	商业友谊、失误归因、感知公平与服务补救满意关系研究
英文题目：	Commercial Friendship, Justice, Failure Attribution, Service Recovery
指导老师：	范秀成
中文关键字：	商业友谊　公平　失误归因　服务补救
英文关键字：	Commercial Friendship, Justice, Failure Attribution, Service Recovery
中文摘要：	服务失误的补救是影响顾客满意与造成顾客流失的一个重要因素，因为对企业而言，特别是服务性企业，在服务传递的过程中服务失误的发生是不可避免的。然而服务失误发生后，完善且及时有效的服务补救措施，不仅可以挽回顾客对服务企业的信心，并可提高其满意度进而影响其忠诚度，亦会产生正面口碑或再购买意愿等效应。现今，对于服务补救及相关问题的研究正逐渐受到学界的肯定与重视。总体来看，这些服务补救及相关问题文献主要是集中在对跨行业服务失误的类型、服务失误的顾客属性、顾客抱怨行为及对补救的评价、服务补救与顾客满意度及行为意向之间关系以及特定行业及跨文化背景下补救策略的类型研究等方面。通过这些文献梳理可以看出，服务失误发生后顾客会有对失误原因进行归因的自觉性行为、并会在补救行为过程及补救后形成公平性的感知等，诸如此类的因素会直接或间接影响顾客与服务企业之间的关系，同时，顾客与服务人员原先是否存在商业友谊也对这些变量的关系起着重要的影响作用。 本研究主要是在商业友谊、公平理论、归因理论以及相关服务补救理论概念基础上，探讨理发行业商业友谊、顾客感知公平、服务失误归因与服务补救满意四者之间的关系。本研究以国内理发服务业为研究背景行业，通过情境实验法设计，在预实验及正式研究数据收集中共对500位在校学生进行了问卷调研，通过因子分析、方差分析以及回归分析等方法对数据进行了梳理并解释。最终的数据分析旨在论证以下几个主要变量关系：（1）不同的顾客服务失误归因对其感知公平以及服务补救满意的影响是否有差异；（2）有无商业友谊对感知公平和服务补救满意影响是否有显著差异；（3）服务失误归因、补救感知公平与补救满意之间关系；（4）感知公平与补救满意相关关系；以及（5）商业友谊在感知公平与补救满意之间关系是否有干扰影响。 本研究主要结论是：（1）不同服务失误归因对顾客服务补救满意的感知影响有显著差异，且归因于不可测因素下的满意程度较之归因于服务人员因素下的满意程度为高，但不同服务失误归因对顾客补救公平感知影响并不存在显著差异；（2）有无商业友谊对感知公平和补救满意感知影响均不存在显著差异；（3）顾客感知公平在失误归因与补救满意之间起中间变量的作用；（4）感知公平与顾客的补救满意感知存在显著的相关关系；以及（5）商业友谊在感知公平与补救满意关系之间不起干扰变量的作用，但无商业友谊较之有商业友谊情况下，感知公平对补救满意影响较为强烈。
英文摘要：	As failure is inevitable during service delivery, the recovery is regarded as an important factor which can influence customer satisfaction and deviation a lot, especially to service enterprises. Service recovery measures, which are effectively and timely not only can redeem customers’ trust to the company, but also can enhance customer’s satisfaction and influence their loyalty, and promote positive Word-of-mouth or repurchase rate. Today, more and more scholar regard service recovery and other correlative problems as an important research domain. All in all, those literatures mainly focuses on types of multi-industry service failure、customer attribution of service failure、customer complaint behavior and evaluation of remedy、relation of service recovery and customer satisfaction. Through hackling those literatures, we find that customer have self-conscious behavior of failure attribution trendy after service failure, and will justice perception within service recovery process and after-recovery. Those factors will directly or indirectly impact the relationship between customer and service companies. At the same time, whether the commercial friendships exist or not have impact on those variable’s relations. This paper is mainly to discuss this four variable’s relation in hairdressing industry based on commercial friendship,justice theory,attribution theory and service recovery theory,. And this research take domestic hairdressing service industry as research background industry，through scenario experiment design method , has carried on questionnaire investigation to 500 campus students in pre- experimental and formal research data collection, as well as using factor analysis、ANOVA and regression analysis to track and explain those data. The purpose of data analysis is to explore several variable relations as follow: (1) whether the different failure attribution have significant diversity influence to justice perception and service recovery satisfaction or not; (2) whether the commercial friendship have significant diversity influence to service recovery satisfaction or not;(3) relation between service failure attribution、justice perception and service recovery satisfaction; (4) correlativity of justice perception and service recovery satisfaction; and (5) if the commercial friendship have interferential effect within justice perception and service recovery satisfaction. The research conclusion is: (1) failure attribution have significant diversity influence to service recovery satisfaction, and satisfaction extent attributing to personnel factor higher than to unmeasured factor, contrarily, different failure attribution not have significant diversity influence to justice perception; (2) commercial friendship do not have significant diversity influence to Justice perception and service recovery satisfaction; (3) justice perception act medial variable effect within failure attribution and recovery satisfaction;(4) justice perception have positive impact on recovery satisfaction; and (5) commercial friendship without interferential effect within justice perception and recovery satisfaction, and the impact of justice perception to recovery satisfaction is more intensity when there is no commercial friendship.
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