Why Proactivity in Service Recovery Matters: Retaining Disappointed Customers with a Signal for Future Improvement

簡易檢索 / 詳目顯示

回結果列表

研究生：	王建斌 Wang, Jian-Bin
論文名稱：	Why Proactivity in Service Recovery Matters: Retaining Disappointed Customers with a Signal for Future Improvement
指導教授：	嚴秀茹
口試委員:	王俊程李有仁
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 服務科學研究所 Institute of Service Science
論文出版年：	2011
畢業學年度：	99
語文別：	英文
論文頁數：	69
中文關鍵詞：	前瞻式行為、服務補救
外文關鍵詞：	proactivity, proactive behavior, service recovery
相關次數：	點閱：3 下載：0
分享至:	分享至facebook 分享至twitter

查詢本校圖書館目錄查詢臺灣博碩士論文知識加值系統勘誤回報

服務失誤總是難以避免，不論組織再怎麼重視顧客以及服務品質，還是無法消除所有發生服務失誤的可能性。為了挽回顧客，廠商後續的服務補救相當地重要，因此該議題在學術領域中得到了許多的關注。過去關於服務補救的文獻，主要是著重在顧客對於服務補救公平性的認知；然而，在此本研究欲運用訊號理論，探討前瞻式服務補救以及實質補償是否能夠增強顧客對未來服務改善的預期，並間接帶來對廠商有利的顧客行為；以及探討此兩種策略是否也能夠直接影響顧客行為。此外，本研究也認為提供前瞻式服務補救將產生調節作用，減弱實質補償對服務改善預期的正面效果。
根據兩項情境實驗的結果，前瞻式服務補救的確能夠增強顧客對未來服務改善的預期，並且產生對廠商有利的顧客行為。雖然結果顯示提供實質補償也能夠增強顧客對未來服務改善的預期，但若廠商在互動構面中展現出前瞻式的服務補救行為，則實質補償的效果將變得不顯著，無法增強該預期。而結果也進一步證實顧客對未來服務改善的預期能夠產生中介效果，增加顧客再購意願並減少負面口碑的傳播。本研究的學術貢獻在於確認了服務補救中的前瞻性能夠成為訊號，增強顧客對未來服務改善的預期，並可減少服務補救中所需提供的實質補償。此外，研究的結果也發現了雖然在服務補救中傳遞單一的訊號能夠帶來有利的結果，但若廠商同時對顧客傳遞多個訊號，這些有利的結果不一定會出現。

Service failure is endemic and even service organizations with the most customer-oriented service quality programs are unlikely to eliminate all service failures. How the service provider handles service recovery (SR) is vital for retaining customers, thus the topic has received abundant research attention. Apart from the extant literature that has focused on perceived justice, this article applies signaling theory and examines the role of SR proactivity and compensation in enhancing customers’ expectations of future service improvement and achieving desirable customer outcomes. In particular, this research proposes a model analyzing the direct effects of compensation and SR proactivity on customer outcomes, along with their indirect effects, via future improvement expectations (FIE). Additionally, this research predicts that SR proactivity weakens the effects of compensation on future improvement expectations. Findings from two studies using scenarios support predictions pertaining to the effects of SR proactivity on FIE and customer outcomes. Although compensation is found to signal future improvement, high compensation does not result in higher FIE when the service provider is proactive in SR interaction. The results further demonstrate that FIE mediates the effects of the interaction on customer intention to repurchase and to spread negative word-of-mouth. This study contributes to the literatures by empirically confirming proactivity as an effective signal to establish positive expectations about future service improvement and to reduce the need for providing compensation in service recovery. The findings also suggest that the application of multiple signals simultaneously does not necessarily lead to more positive outcomes than the use of a single signal in service recovery.

CONTENT INDEX
Chapter 1 Introduction    1
1-1 Background & Motivation    1
1-2 Research Objectives    2
Chapter 2 Theoretical Background    4
2-1 Service Recovery    4
2-1-1 Fairness in Service Recovery    4
2-1-2 Customer Expectations of Future Service Improvements    5
2-2 Signaling Theory    6
2-3 Proactivity    7
2-3-1 Definition of Proactivity    7
2-3-2 Proactivity in service recovery    8
Chapter 3 Research Framework    11
3-1 Future Improvement Expectations    11
3-2 Proactivity as a Signal    11
3-2-1 Procedure Proactivity as a Signal    12
3-2-2 Interactional Proactivity as a Signal    12
3-3 Compensation as a Signal    13
3-4 Interaction Effect between Compensation and Proactivity    14
Chapter 4 Methodology    17
4-1 Overview    17
4-2 Study 1    20
4-2-1 Procedure and Design    20
4-2-2 Measures    21
4-2-3 Pretest    23
4-3 Study 2    23
4-3-1 Procedure and Design    23
4-3-2 Measures    25
4-3-3 Pretest    25
Chapter 5 Results    26
5-1 Study 1    26
5-1-1Descriptive Analysis    26
5-1-2 Manipulation Checks    27
5-1-3 Reliability    27
5-1-4 Hypothesis Testing    28
5-2 Study 2    33
5-2-1 Descriptive Analysis    33
5-2-2 Manipulation Checks    34
5-2-3 Reliability    34
5-2-4 Hypothesis Testing    35
Chapter 6 Discussions and Conclusion    46
6-1 Summery of Empirical Findings    46
6-1-1 The Effect of FIE    46
6-1-2 The Signal Effect of Procedure Proactivity    46
6-1-3 The Signal Effect of Interactional Proactivity    46
6-1-4 The Signal Effect of Compensation    47
6-2 Theoretical Implications    49
6-3 Managerial Implications    50
6-4 Limitations and Future Research    51
REFERENCES    53
APPENDIX 1 QUESTIONNAIRE    58
APPENDIX 2 SCENARIOS    62
Study 1    62
Study 2    66


LIST OF TABLES
Table 4-1 Manipulation (Study 1)    21
Table 4-2 Measurement (Studies 1 & 2)    21
Table 4-3 Measurement of the manipulations (Study 1)    22
Table 4-4 Manipulation (Study 2)    24
Table 4-5 Measurement of the manipulations (Study 2)    25
Table 5-1 Demographic distribution (Study 1)    26
Table 5-2 Manipulation check (Study 1)    27
Table 5-3 Reliability coefficients (Study 1)    28
Table 5-4 Regression analysis results for FIE (Study 1)    28
Table 5-5 MANOVA results for main effects (Study 1)    29
Table 5-6 Examination of mediation effects of FIE (Study 1)    32
Table 5-7 Demographic distribution (study 2)    33
Table 5-8 Manipulation check (study 2)    34
Table 5-9 Reliability coefficients (Study 2)    35
Table 5-10 Regression analysis for FIE (Study 2)    35
Table 5-11 MANOVA results for main effects (Study 2)    36
Table 5-12 MANOVA results for simple main effects of compensation (Study 2)    38
Table 5-13 Cell means for FIE (Study 2)    38
Table 5-14 Cell means for repurchase intent (Study 2)    38
Table 5-15 Cell means for negative WOM (Study 2)    38
Table 5-16 Examination for mediation effects of FIE (Study 2)    40
Table 5-17 The mediated moderation effects of FIE (Study 2)    42
Table 5-18 ANOVA test for simple main effects of compensation on failure severity (Study 2)    43
Table 5-19 The mediated moderation effect of failure severity (study 2)    45



LIST OF FIGURES
Figure1 Research Framework (study 1)    19
Figure2 Research Framework (study 2)    19

                                

Aspinwall, L. G., & Taylor, S. E. 1997. A stitch in time: self-regulation and proactive coping. Psychological Bulletin, 121(3): 417-436.
Bagozzi, R. P. 1975. Marketing as exchange. The Journal of Marketing, 39(4): 32-39.
Barlow, J., & Moller, C. 1996. A Complaint is a Gift: Using Customer Feedback as a Strategic Tool San Francisco: Berrett-Koehler Publishers.
Baron, R. M., & Kenny, D. A. 1986. The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6): 1173-1182.
Bateman, T., & Crant, J. M. 1999. Proactive behavior: meaning, impact, recommendations. Business Horizons, 42(3): 63.
Berry, L. L., & Leighton, J. A. 2004. Restoring customer confidence. (cover story). Marketing Health Services, 24(1): 14-19.
Best, A., & Andreasen, A. R. 1977. Consumer response to unsatisfactory purchases: a survey of perceiving defects, voicing complaints, and obtaining redress. Law & Society Review, 11(4): 701-742.
Bitner, M. J. 1990. Evaluating Service Encounters: The effects of physical surroundings and employee responses. The Journal of Marketing, 54(2): 69-82.
Bitner, M. J., Booms, B. H., & Tetreault, M. S. 1990. The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1): 71-84.
Blodgett, J. G., Granbois, D. H., & Walters, R. G. 1993. The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69(4): 399.
Blodgett, J. G., Hill, D. J., & Tax, S. S. 1997. The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, 73(2): 185-210.
Blodgett, J. G., Wakefield, K. L., & Barnes, J. H. 1995. The effects of customer service on consumer complaining behavior. Journal of Services Marketing, 9(4): 31-42.
Boshoff, C. 1999. Recovsat: an instrument to measure satisfaction with transaction-specific service recovery. Journal of Service Research, 1(3): 236-249.
Bougie, R., Pieters, R., & Zeelenberg, M. 2003. Angry customers don't come back, they get back: the experience and behavioral implications of anger and dissatisfaction in services. Journal of the Academy of Marketing Science, 31(4): 377-393.
Boulding, W., & Kirmani, A. 1993. A consumer-side experimental examination of signaling theory: do consumers perceive warranties as signals of quality? The Journal of Consumer Research, 20(1): 111-123.
Box, G. E. P. 1954. Some theorems on quadratic forms applied in the study of analysis of variance problems, i. Effect of inequality of variance in the one-way classification. The Annals of Mathematical Statistics, 25(2): 290-302.
Caves, R. E., & Greene, D. P. 1996. Brands' quality levels, prices, and advertising outlays: empirical evidence on signals and information costs. International Journal of Industrial Organization, 14(1): 29-52.
Challagalla, G., Venkatesh, R., & Kohli, A. K. 2009. Proactive postsales service: when and why does it pay off? Journal of Marketing, 73(2): 70-87.
Chan, D. 2006. Interactive effects of situational judgment effectiveness and proactive personality on work perceptions and work outcomes. Journal of Applied Psychology, 91(2): 475-481.
Crant, J. M. 2000. Proactive behavior in organizations. Journal of Management, 26(3): 435-462.
Davidow, M. 2000. The bottom line impact of organizational responses to customer complaints. Journal of Hospitality & Tourism Research, 24(4): 473-490.
Davidow, M., & Dacin, P. A. 1997. Understanding and influencing consumer complaint behavior: improving organizational complaint management. Advances in Consumer Research, 24(1): 450-456.
de Jong, A., & de Ruyter, K. 2004. Adaptive versus proactive behavior in service recovery: the role of self-managing teams. Decision Sciences, 35(3): 457-491.
Grewal, D., Roggeveen, A. L., & Tsiros, M. 2008. The effect of compensation on repurchase intentions in service recovery. Journal of Retailing, 84(4): 424-434.
Harari, O. 1992. Thank heaven for complainers. Management Review, 81(1): 59.
Hart, C. W. L., Heskett, J. L., & Sasser Jr, W. E. 1990. The profitable art of service recovery. Harvard Business Review, 68(4): 148-156.
Hess, R., Ganesan, S., & Klein, N. 2003. Service failure and recovery: the impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31(2): 127-145.
Hocutt, M. A., Bowers, M. R., & Donavan, D. T. 2006. The art of service recovery: fact or fiction? Journal of Services Marketing, 20(3): 199-207.
Holbrook Jr, R. L., & Kulik, C. T. 2001. Customer perceptions of justice in service transactions: the effects of strong and weak ties. Journal of Organizational Behavior, 22(7): 743-757.
Huang, W.-H. 2010. Other-customer failure: effects of perceived employee effort and compensation on complainer and non-complainer service evaluation. Journal of Service Management, 21(2): 191 - 211.
Huppertz, J. W., Arenson, S. J., & Evans, R. H. 1978. An application of equity theory to buyer-seller exchange situations. Journal of Marketing Research, 15(2): 250-260.
Johnston, R., & Fern, A. 1999. Service recovery strategies for single and double deviation scenarios. Service Industries Journal, 19(2): 69-82.
Keaveney, S. M. 1995. Customer switching behavior in service industries: an exploratory study. The Journal of Marketing, 59(2): 71-82.
Kirkman, B. L., & Rosen, B. 1999. Beyond self-management: antecedents and consequences of team empowerment. Academy of Management Journal, 42(1): 58-74.
Kirmani, A., & Rao, A. R. 2000. No pain, no gain: a critical review of the literature on signaling unobservable product quality. The Journal of Marketing, 64(2): 66-79.
Larson, J. R. J. 1989. The dynamic interplay between employees' feedback-seeking strategies and supervisors' delivery of performance feedback. Academy of Management Review, 14(3): 408-422.
Liao, H. 2007. Do it right this time: the role of employee service recovery performance in customer-perceived justice and customer loyalty after service failures. Journal of Applied Psychology, 92(2): 475-489.
Mathieu, J. E., & Taylor, S. R. 2006. Clarifying conditions and decision points for mediational type inferences in organizational behavior. Journal of Organizational Behavior, 27(8): 1031-1056.
McColl-Kennedy, J. R., Daus, C. S., & Sparks, B. A. 2003. The role of gender in reactions to service failure and recovery. Journal of Service Research, 6(1): 66-82.
McColl-Kennedy, J. R., & Sparks, B. A. 2003. Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3): 251-266.
Miller, D. 1987. Strategy making and structure: analysis and implications for performance. The Academy of Management Journal, 30(1): 7-32.
Montgomery, D. C. 1997. Design and Analysis of Experiments, 5e. D. C.: John Wiley & Sons Ltd.
MORI (Market & Opinion Research International). 1997. Complaints handling. London: Citizen's Charter Unit.
Muller, D., Judd, C. M., & Yzerbyt, V. Y. 2005. When moderation is mediated and mediation is moderated. Journal of Personality & Social Psychology, 89(6): 852-863.
Nunnally, J. C. 1978. Psychometric theory (2nd ed.). New York: McGraw-Hill.
Ping, R. A. J. 1993. The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3): 320.
Pitt, L. F., Ewing, M. T., & Berthon, P. R. 2002. Proactive behavior and industrial salesforce performance. Industrial Marketing Management, 31(8): 639-644.
Rank, J., Carsten, J. M., Unger, J. M., & Spector, P. E. 2007. Proactive customer service performance: relationships with individual, task, and leadership variables. Human Performance, 20(4): 363-390.
Richins, M. L. 1983. Negative word-of-mouth by dissatisfied consumers: a pilot study. The Journal of Marketing, 47(1): 68-78.
Schweitzer, M. E., Hershey, J. C., & Bradlow, E. T. 2006. Promises and lies: restoring violated trust. Organizational Behavior and Human Decision Processes, 101(1): 1-19.
Seibert, S. E., Kraimer, M. L., & Crant, J. M. 2001. What do proactive people do? a longitudinal model linking proactive personality and career success. Personnel Psychology, 54(4): 845-874.
Smith, A. K., Bolton, R. N., & Wagner, J. 1999. A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research (JMR), 36(3): 356-372.
Sobel, M. E. 1982. Asymptotic Confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13(ArticleType: research-article / Full publication date: 1982 / Copyright c 1982 John Wiley & Sons): 290-312.
Spreng, R. A., Harrell, G. D., & Mackoy, R. D. 1995. Service recovery: impact on satisfaction and intentions. Journal of Services Marketing, 9(1): 15 - 23.
TARP (Technical Assistance Research Programs). 1986. Consumer Complaint Handling In America: An Update Study. Washington, D.C:White House Office of Consumer Affairs.
Tax, S. S., Brown, S. W., & Chandrashekaran, M. 1998. Customer evaluations of service complaint experiences: implications for relationship marketing. Journal of Marketing, 62(2): 60-76.
Thompson, J. A. 2005. Proactive personality and job performance: a social capital perspective. Journal of Applied Psychology, 90(5): 1011-1017.
TMI. 2006. The National Complaints Culture Survey. Reddich.
Vaerenbergh, Y. V., Lariviere, B., & Vermeir, I. 2009. Assessing the additional impact of process recovery communication on customer outcomes: a comprehensive service recovery approach, Working paper: University College Ghent.
Venkatraman, N. 1989. Strategic orientation of business enterprises: the construct, dimensionality, and measurement. Management Science, 35(8): 942-962.
Voorhees, C., Brady, M., & Horowitz, D. 2006. A voice from the silent masses: an exploratory and comparative analysis of noncomplainers. Journal of the Academy of Marketing Science, 34(4): 514-527-527.
Webster, C., & Sundaram, D. S. 1998. Service consumption criticality in failure recovery. Journal of Business Research, 41(2): 153-159.
Weun, S., Beatty, S. E., & Jones, M. A. 2004. The impact of service failure severity on service recovery evaluations andpost-recovery relationships. Journal of Services Marketing, 18(2): 133 - 146.
Wirtz, J., & Mattila, A. S. 2004. Consumer responses to compensation, speed of recovery and apology after a service failure. International Journal of Service Industry Management, 15(2): 150-166.
Zboja, J. J., & Voorhees, C. M. 2006. The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of Services Marketing, 20(6): 381-390.
Zhu, Z., Sivakumar, K., & Parasuraman, A. 2004. A mathematical model of service failure and recovery strategies. Decision Sciences, 35(3): 493-525.

全文公開日期本全文未授權公開 (校內網路)
全文公開日期本全文未授權公開 (校外網路)

簡易檢索 / 詳目顯示

相關論文