服務失誤、服務補救與顧客滿意度及忠誠度之關係研究－－以臺南郵局為例

A Study of the Relationships among Service Failure, Service Recovery, Customer Satisfaction and Loyalty －The Case of Tainan Post Office

本研究主要用實驗設計來探討郵局在服務傳遞的過程中，發生服務失誤後，提供補救，藉由一些補救措施後，顧客的感受是否滿意。其滿意度是否會影響顧客忠誠度。本研究設計了郵局服務失誤的輕微與嚴重情境，利用問卷測試受訪者對失誤嚴重性的感受是否與設計情境的失誤嚴重性ㄧ致，結果發現二者ㄧ致。研究中設計的服務補救措施考慮了處理人員、回應速度、服務態度等三個因子。以台南責任中心局所轄56 個支局為研究範圍，將問卷發放給臨櫃顧客作為調查對象。發出的問卷中，共計回收240 份有效問卷，進行資料的實證分析，研究結果發現：(1)服務補救的三個因子對服務失誤補救後顧客滿意度有顯著影響(2)補救後滿意度對顧客忠誠度有顯著正向關係(3)服務補救只有回應速度及服務態度對顧客忠誠度有顯著影響(4)服務失誤的嚴重性對對補救後滿意度及顧客忠誠度影響不顯著。

Using experiment design, this research discusses the effects of a series of service recoveries on customer satisfaction and the impact of customer satisfaction on customer loyalty when service failure is happened on the service of post office. We design some different situations about service failure. The service recovery is extracted into three factors, including people for processing, response speed, and service attitude. Four main results are: (1) all three factors of service recovery appear significantly affect on customer satisfaction. (2) customer satisfaction has a significant influence on customer loyalty. (3) only response speed, and service attitude appear affecting on customer loyalty. (4) the effect of severity of service failure is not significant on both post-recovery satisfaction and customer loyalty.