精品潛在顧客面對服務接觸缺失的自我修復行為研究

A Study of the Self-Recovery Behavior of Prospects to the Provider's Service Encounter Failure in the Luxury Goods Industry

多數探討服務補救的研究是以服務提供者的角度，而非消費者的觀點。因此，本研究即從消費者的角度，探索其面對服務缺失時可能的自我修復行為。實務上，精品潛在顧客在經歷服務接觸缺失後，不像其它產品類別消費者會將此缺失歸因於業者，以發洩其不滿的情緒，反而因為精品的特性、消費動機與價值，會將服務缺失轉而自我檢討的有趣現象。本研究在研究程序上，首先透過焦點群體法蒐集精品潛在顧客遭受服務接觸缺失的關鍵事件，並用內容分析法辨認其型態，再以接續關鍵事件分析，分別詮釋精品潛在顧客如何從找出原因、學習歷程和因應結果這三個心理轉折階段，改變自我與強化自我，最後發展出「自我修復行為」的整體構念。本研究首次結合服務接觸裡的過程相依與產出相依二元互動理論，以及尋求尊榮的消費者行為理論，建立本研究的觀念架構，並根據情緒的函數分析程序，結合了自我相關、自我建構與自我聯結等理論基礎，推論出「自我修復行為」的形塑過程及其內涵。

This article explores why most prospects will stick to the same brand even after experiencing service encounter failure from the brand's service provider in the luxury goods industry. With an aim of understanding this paradoxical phenomenon, the authors propose a new construct, which is known as ＂prospect's self-recovery behavior,＂ to explain the reasons why prospects do not switch and to deliberate on the underlying consumption values that they are seeking. For the research design, the authors use focus groups to collect data about service encounter failures, employ content analysis to identify critical incidents, and combine the method of sequential critical incident analysis to interpret how the prospects develop their self-recovery mechanisms so as to protect themselves from similar service failures in the next service encounter. Furthermore, this research has firstly combined related theoretical foundations from different fields into a conceptual framework to successfully address the research issue; these theories include attribution theory, process interdependency and outcome interdependency, prestige-seeking consumer behavior, and functional analysis of emotion. Based on the deduction drawn from sequential critical incident analysis and hermeneutic mode of interpretation, the finding enhances our understanding of self-recovery from the consumer's perspective and provides a useful foundation for future studies.