對後續研究之建議

第五章結論與建議

5.2 建議

5.2.2 對後續研究之建議

由於本研究為初次以台鐵網路訂票為對象，並嘗試來構建一個以知覺正義為基礎的服務補救期望架構，研究結果雖符合預期結果，但仍有其不足之處，故以下提出幾點以供未來研究改善上的建議：

1. 擴大抽樣族群

由於使用台鐵網路訂票族群的母體難以推估及取得，而對全台灣進行普查有人力、時間及經費上的困難本研究僅挑選新竹地區及桃園地區大學學生做為問卷調查發放對象，因此建議未來不僅可以全國大專院校學生做比例抽樣，更可擴大至全國非大學生族群來進行抽樣，如此可比較兩者間影響顧客知覺正義服務補救期望之前導因素的差異，進而來修正並擴大模式之適用性。

2. 以有實際失誤經驗為對象

除了台鐵網路訂票族群之母體有取得上的困難外，而其中曾有過台鐵網路訂票服務失誤之母體更是難以取得，致使本研究採假設模擬情境的方式，給予受訪者一個失誤情境並配合問卷設計來調查，因受訪者並非一定要有實際台鐵網路訂票失誤經驗，故其與有真實經歷過的在感受比較上，可能會有所差異，建議未來研究在對此議題深入探討時，盡量以有實際經驗的族群為抽樣對象，以提高研究結果準確性。

3. 納入其它影響構念及關係

過去研究中提到企業形象、轉換成本及失誤歸因對服務補救期望有直接影響關係，而本研究在考量到台鐵與過去研究中產業的差異（獨佔與競爭），故未加入直接關係來探討；另外，過去文獻中亦有提及知覺服務品質、顧客忠誠度、服務保證、

先前抱怨經驗等構念，會對顧客其服務補救期望有所影響，因此建議未來研究者，

除了可將企業形象等直接關係納入外，也可考慮納入知覺服務品質等構念，以能進一步地釐清影響服務補救期望前導因素之因果關係。

4. 構念量表的選用

有關顧客組織承諾此一構念，近來國外研究學者普遍認為該以多重構面來衡量，而本研究採Kelley and Davis（1994）及Bettencourt（1997）所提出的單一構面的觀點來衡量，以致對於顧客組織承諾的量測上恐有不足之處，建議未來在納入顧客組織承諾此一構念時，能採多重構面的方式衡量，以期能更準確量測此一構念。

5. 延伸擴大模式來探討

本研究之整體研究架構僅就知覺正義下服務補救期望及其前導因素來探討，對於後續服務補救行動及服務補救後顧客滿意度與行為意向等相關議題，並未加以納入討論，建議未來研究可將模式架構加以延伸擴大來探討，以幫助對服務補救期望後續影響關係的了解。

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在文檔中探討知覺正義下顧客服務補救期望之前導因素－以台鐵網路訂票為例 (頁 80-108)

第五章 結論與建議

5.2 建議

5.2.2 對後續研究之建議

參考文獻

第五章結論與建議