遭遇服務失敗後服務品質知覺對消費情緒及後續行為之影響

The Influence of Service Quality Perception on Customer Emotions and Consequent Behavior in Failed Service Encounter

消費者在遭遇失敗的服務後，傾向通過抱怨或與他人分享經歷來自我安慰，更有甚者會離開轉而選擇其他服務提供者。以往的研究較多關注的是補救策略，而本研究旨在找出在遭遇服務失敗時喚起消費者情緒的因素。本研究採用SERVQUAL的五個維度（回應性、可靠性、有形性、保證性和同理心）來確定影響消費者情緒的關鍵因素。此外，本研究還採用了服務失敗後的四種行為反應（轉換、惰性、口碑傳播和抱怨）作為消費者情緒和滿意度的應變數。
為了探討服務品質、消費者情緒和行為反應之間的關係，本研究採用了邏輯斯迴歸和複迴歸分析。研究結果發現(1）服務品質與情緒之間的關係非常顯著；（2）喜歡與轉換、口碑傳播具負相關；（3）後悔與轉換、口碑傳播則呈現正相關。

After a failed service encounter, consumers tend to comfort themselves by complaining or sharing the experience with others, or even worse, switching to another service provider. Past research focuses more on recovery strategy, while this study aims to find out factors that evoke consumer emotions in a failed service encounter. Five dimensions of SERVQUAL (responsiveness, reliability, tangibles, assurance, and empathy) were used to determine key factors influencing consumer emotions. Besides, four types of behavioral responses after a failed service encounter (switch, inertia, word-of-mouth communication, and complaint) were also adapted in the present study as dependent variables of consumer emotions and satisfaction.
To explore the relationships between service quality perception, consumer emotions, and behavioral responses, logistic regression, and multiple regression analysis were employed. The present study found that: (1) the relationship between perceived service quality and emotions was strongly significant; (2) liking was negatively related to switch and WOM communication; (3) regret was positively related to switch and WOM communication.