The Study on the Relationship among Perceived Risk, Customer Complaint Behavior and Satisfaction of Service Recovery─A
張智為、蔡翠旭
E-mail: 9707265@mail.dyu.edu.tw
ABSTRACT
Although the dissemination of information can be ached by the high-tech, but many of the physical entity of the delivery of goods, and still have to rely on improving the transport system. Consumers on the speed and quality of service requirements are increasingly stringent, as well as the international trend, so it is the rise of international express delivery industry. When customers perceived not satisfied with consume, may lead to complain behavior. Some scholar think that customers complain will generate higher satisfaction and intent to purchase than not complain after the service recovery. Therefore, this study is international express delivery industry as evidence of the industry. In customer's perspective, understand the relationship of perceived risk of consumers and customer
complaint behavior, as well as understand the relationship of customer complaint behavior and satisfaction of service recovery. The results of this study found that perceived risk of customer, it will affect customer complaint behavior. And customer complaint behavior, it will affect satisfaction of service recovery significantly.
Keywords : perceived risk ; customer complaint behavior ; satisfaction of service recovery Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．
．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．
．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．
．．．． x 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．
．．．．． 1 第二節 研究問題．．．．．．．．．．．．．．．．． 2 第三節 研究目的．．．．．．．．．．．．．
．．．． 3 第四節 研究範圍．．．．．．．．．．．．．．．．． 3 第二章 文獻探討．．．．．．．．．．．．．．
．．． 5 第一節 知覺風險．．．．．．．．．．．．．．．．． 5 第二節 顧客抱怨行為．．．．．．．．．．．
．．．． 11 第三節 服務補救．．．．．．．．．．．．．．．．． 19 第四節 服務補救後滿意度．．．．．．．．．
．．．． 26 第五節 國際快遞業．．．．．．．．．．．．．．．． 32 第三章 研究方法．．．．．．．．．．．．．
．．．． 36 第一節 研究架構．．．．．．．．．．．．．．．．． 36 第二節 研究假設．．．．．．．．．．．
．．．．．． 37 第三節 研究變數與操作性定義．．．．．．．．．．． 39 第四節 問卷設計．．．．．．．．．．．．
．．．．． 40 第五節 資料分析方法．．．．．．．．．．．．．．． 46 第四章 研究結果．．．．．．．．．．．
．．．． 48 第一節 樣本結構．．．．．．．．．．．．．．．．． 48 第二節 敘述性統計分析．．．．．．．．．．
．．．． 50 第三節 信度與效度分析．．．．．．．．．．．．．． 52 第四節 人口統計變數之分析．．．．．．．．．
．．． 53 第五節 相關分析．．．．．．．．．．．．．．．．． 56 第六節 迴歸分析．．．．．．．．．．．．．．．
．． 57 第七節 層級迴歸分析．．．．．．．．．．．．．．． 66 第五章 結論與建議．．．．．．．．．．．．．．
70 第一節 實證結果與討論．．．．．．．．．．．．．． 70 第二節 管理實務意涵．．．．．．．．．．．．．．． 72 第三節 研究限制．．．．．．．．．．．．．．．．． 73 第四節 後續研究建議．．．．．．．．．．．．．．． 74 參 考文獻 ．．．．．．．．．．．．．．．．．．．．． 76 附錄 研究問卷．．．．．．．．．．．．．．．．．．
89 表目錄 表 2- 1 知覺風險之類型彙整表．．．．．．．．．．．．． 9 表 2- 2 顧客抱怨行為影響因素之相關研究整理表
．．．．． 17 表 2- 3 服務補救之相關研究整理表．．．．．．．．．．． 23 表 2- 4 國際快遞業與國內宅配業之特性比較
．．．．．．． 34 表 2- 5 國際快遞公司之特性比較．．．．．．．．．．．． 35 表 3- 1 知覺風險之衡量問項表．．．．
．．．．．．．．． 41 表 3- 2 顧客抱怨行為之衡量問項表．．．．．．．．．．． 43 表 3- 3 服務補救後滿意度之衡量問 項表．．．．．．．．． 44 表 4- 1 問卷回收結果統計．．．．．．．．．．．．．．． 48 表 4- 2 樣本基本資料統計表．
．．．．．．．．．．．．． 49 表 4- 3 知覺風險量表之敘述統計項．．．．．．．．．．． 50 表 4- 4 顧客抱怨行為量表 之敘述統計項．．．．．．．．． 51 表 4- 5 服務補救後滿意度量表之敘述統計項．．．．．．． 52 表 4- 6 各構面之信度 分析．．．．．．．．．．．．．．． 53 表 4- 7 性別對各構面之 t 檢定．．．．．．．．．．．． 54 表 4- 8 年齡對各構 面之變異數分析．．．．．．．．．．． 54 表 4- 9 職業對各構面之變異數分析．．．．．．．．．．． 55 表 4- 10 學歷 對各構面之變異數分析．．．．．．．．．．． 55 表 4- 11 月收入對各構面之變異數分析．．．．．．．．．． 56 表 4- 12 各構面變數之相關係數．．．．．．．．．．．．． 57 表 4- 13 知覺風險與顧客抱怨行為之迴歸模式摘要．．．．．
58 表 4- 14 知覺風險與顧客抱怨行為之迴歸分析．．．．．．． 59 表 4- 15 知覺風險與私下抱怨之迴歸模式摘要．．．．
．．． 60 表 4- 16 知覺風險與私下抱怨之迴歸分析．．．．．．．．． 60 表 4- 17 知覺風險與向企業抱怨之迴歸模式摘要
．．．．．． 61 表 4- 18 知覺風險與向企業抱怨之迴歸分析．．．．．．．． 61 表 4- 19 知覺風險與向第三團體抱怨之迴 歸模式摘要．．．． 62 表 4- 20 知覺風險與向第三團體抱怨之迴歸分析．．．．．． 63 表 4- 21 顧客抱怨行為與服務補救 後滿意度之迴歸模式摘要． 64 表 4- 22 顧客抱怨行為與服務補救後滿意度之迴歸分析．．． 64 表 4- 23 顧客抱怨行為構面 與服務補救後滿意度之迴歸模式 摘要．．．．．．．．．．．．．．．．．．．．． 65 表 4- 24 顧客抱怨行為構面與服 務補救後滿意度之迴歸分析． 66 表 4- 25 知覺風險與顧客抱怨行為對服務補救後滿意度之層 級迴歸模式摘要．．．．．
．．．．．．．．．．． 67 表 4- 26 知覺風險與顧客抱怨行為對服務補救後滿意度之層 級迴歸變異數分析．．．．．．
．．．．．．．．． 68 表 4- 27 知覺風險與顧客抱怨行為對服務補救後滿意度之層 級迴歸分析．．．．．．．．．．．
．．．．．．． 69 表 5- 1 假設檢定結果彙整．．．．．．．．．．．．．．． 70 圖目錄 圖 2- 1 Day and Landon 之顧客 抱怨行為分類．．．．．． 13 圖 2- 2 Singh 之顧客抱怨行為分類．．．．．．．．．．． 14 圖 2- 3 郭崑謨、闕河士之顧 客抱怨行為模式．．．．．．． 15 圖 2- 4 服務補救階段．．．．．．．．．．．．．．．．． 21 圖 2- 5 服務滿意屬性對 整體滿意與購後行為模式．．．．． 31 圖 3- 1 觀念架構．．．．．．．．．．．．．．．．．．． 36 圖 3- 2 本研究之研 究架構．．．．．．．．．．．．．．． 37
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