探討品牌權益對服務失誤與不滿意度關係和服務補救與滿意度關係之干擾效果

Investigating the Moderating Effect of Brand Equity on Customer Dissatisfaction with Service Failure and Satisfaction with Service Recovery

服務失誤與補救一直是服務業面臨的重要課題，過去的文獻雖然對服務失誤及補救有了充分探討，然而，將顧客對服務業者的品牌權益納入整體服務失誤與補救過程中並做詳細討論的研究，仍屬缺乏。本研究旨在檢驗品牌權益對於服務失誤與不滿意度關係的干擾效果，及品牌權益對於服務補救與滿意度關係的干擾效果，以重要事件法進行資料蒐集，根據階層干擾迴歸分析的實證結果顯示，品牌權益在服務失誤與不滿意度關係和服務補救與滿意度關係中具有干擾效果，即當顧客對公司的品牌權益越高時，其服務失誤和服務補救的效果亦越顯著，文中並針對相關的管理與研究意涵做討論。

Service recovery strategies in responding to service failures are critical part of service management. Previous research has not examined the role of brand equity in the process of service failures and recovery. The purpose of this study is to investigate the moderating effect of brand equity on customer dissatisfaction with service failure and customer satisfaction with service recovery. A conceptual framework is proposed which includes two types of service encounter failures (outcome and process) and three service recovery attributes (distributive, procedural, and interactional justice). More importantly, brand equity is used to serve as the moderator in the hypothesized research model. The hierarchical moderated regression analyses are applied to data collected from a field study to test the framework. Results indicate that brand equity enhances the effects of service failure on customer dissatisfaction and service recovery on customer satisfaction. Implications for service practices and researchers are discussed.