從面子理論觀點探討服務失誤歷程中消費者之心理機制和行為反應──社會能見度和關係的干擾

Explore the Relationship between Consumer Psychological and Behavioral Reaction of Service Failure from the Face Theory Perspective: The Moderating Role of Social Visibility and Community Relationship

當遭遇服務失誤感受到面子受到威脅時，華人消費者對面子的敏感度會比西方消費者更高。因此本研究從面子理論的觀點，來探討華人消費者面對服務失誤所引發相關的面子議題。本研究以實驗設計方式進行資料收集，研究結果發現：（1）服務失誤引發「有失面子」的心理反應時，消費者會採取主張面子功夫；（2）服務失誤引發「他人面子」的心理反應時，消費者會採取趨避面子功夫；（3）遭遇服務失誤時，「有失面子」者在社會能見度高時採取主張面子功夫的強度會高於社會能見度低時；（4）遭遇服務失誤時，「自我面子」者在社會能見度高時採取趨避面子功夫的強度會高於社會能見度低時；（5）遭遇服務失誤時，「有失面子」者會因與業者存在社群關係而傾向主張面子功夫。

In the past, the researches of service failure were almost based on the view of western consumers. The researches which were based on the view of Chinese consumers were few-especially the issue of face which is important to collectivism culture. The consumers of collectivism culture take more face threaten than the consumers of individualism culture when there are service failure occurred. Therefore, understanding the face issue which is tied to the culture of Chinese consumer is very important to the marketing scholar and the service providers. In this study, the situational stories were designed was conducted in different experimental conditions. A total of 277 subjects were interviewed. The results showed that: (1) if a service failure caused the psychological response of loss face, a dominating facework strategy was adopted ; (2) if a service failure caused a psychological response of other-face, a strategy of avoiding facework was adopted ; (3) if a service failure caused a high social visibility of face loss, the intention to adopt a dominating facework is higher than the low social visibility one ; (4) When a service failure occurred, the intention to adopt avoiding facework for high social visibility of self- face is higher than those who with low social visibility one ; (5) When a service failure caused loss face, the community relationship with the operator will weaken the tendency to adopted dominating facework strategy. According to the research findings, the relevant marketing strategies were suggested for operators.