探索顧客慣性於服務失誤之影響：現狀偏誤理論觀點

Investigating the Role of Customer Inertia in Service Failure: A Status Quo Bias Theory Perspective

本研究以現狀偏誤理論為基礎，探討顧客慣性於服務失誤模型之調節角色，並探究影響顧客慣性之前置因素。本研究採回顧式經驗取樣方法收集373筆有效樣本，以潛在調節結構方程方法進行假說驗證。研究結果顯示服務失誤嚴重度與顧客不滿意度呈正向關係。而服務失誤嚴重度與顧客不滿意度皆對再購意願存在負向關係。再者，顧客慣性對服務失誤嚴重度—顧客不滿意度、服務失誤嚴重度—再購意願以及顧客不滿意度—再購意願之關係具調節效果。此外，研究結果亦發現認知誤解因素（習慣與損失規避）、理性決策因素（不確定成本和過渡成本），以及心理承諾因素（沉沒成本）皆會正向影響顧客慣性的形成。本研究結果具有重要的學術貢獻與管理意涵。

Drawing on status quo bias theory, this study investigates and empirically tests the moderating role of customer inertia in a service failure model as well as determines the antecedents of customer inertia. In total, 373 valid data were gathered using the retrospective experience sampling method and analyzed using a latent moderated structural equations approach. The results indicate that service failure severity positively affects customer dissatisfaction, whereas service failure severity and customer dissatisfaction negatively influence repurchase intention. In addition, customer inertia moderates the service failure severity–customer dissatisfaction, service failure severity–repurchase intention, and customer dissatisfaction–repurchase intention relationships. The findings also support a positive relationship between customer inertia and its antecedents—cognitive misperception factors (i.e., habit and loss aversion), rational decision-making factors (i.e., uncertainty costs and transition costs), and psychological commitment factors (i.e., sunk costs). The theoretical and practical implications are further discussed.