| 摘要: | 近年來，宅配的服務快速提昇，運輸的配送、服務傳遞、認知公平、服務滿意及消費者忠誠等相關主題，已經成為宅配服務強大競爭壓力的來源。若消費者因宅配失誤而感覺不滿，進而轉移至他處宅配消費，將對企業造成嚴重損失；然而企業視宅配服務失誤與補救為一種交換，消費者因宅配服務缺失而蒙受損失，企業須提供補償彌補消費者的損失，隨面對日趨激烈的競爭環境，當宅配服務傳遞的過程發生失誤，企業一般均會採取補救行動，企圖回復與提升消費者滿意度，以避免消費者之流失，已成為企業不可忽視的重要課題。 本研究服務補救、認知公平或期望不一致對補救後滿意度與忠誠度之影響，研究上透過服務失誤做為調節作用，研究結果發現，在服務失誤干擾下，認知公平並未顯著地受到服務補救方式所影響。消費者於服務補救對補救後的滿意度，會直接受期望不一致程度所影響，而認知公平會經由服務補救，間接地影響消費者在補救後的滿意度與忠誠度。
In recent years, the home delivery service has improved rapidly, transport and distribution, service delivery, cognitive fair, service satisfaction and loyalty of consumers related topics, has become the home delivery service source of strong competitive pressures. Consumers Delivery errors feeling of dissatisfaction, and then transferred to the Home Delivery consumption will cause serious damage; enterprises as the home delivery service failure and recovery, however, as an exchange, consumers have suffered losses due to the lack of delivery service, companies are required to provide compensation to make up for the loss of consumers, with the face of increasingly fierce competitive environment, mistakes when the Delivery service delivery process, companies generally take remedial action in an attempt to restore and enhance consumer satisfaction, in order to avoid the loss of consumers, become an important issue should not be overlooked. In this study, service recovery, perceived justice or expectations inconsistent remedial satisfaction and loyalty through service failure as a regulatory role, the study found that perceived justice has not been significantly affected by the interference of the service failure, service recovery research way affected. Consumer satisfaction in the recovery in the service recovery will be directly affected by the expectations not consistent attainment, cognitive fair via the service recovery indirectly affect the satisfaction and loyalty of consumers after the remedy. |
