服務補救、認知公平與補救後滿意度之關係研究－以網路與實體通路為例

Most of the pervious studies about satisfaction with recovery only considered that the perceived justices, including distributive justice, interactional justice and procedural justice, would have direct effects on the satisfaction with recovery. However, this study supposed that interactional justice and procedural justice not only affect the satisfaction with recovery directly but also influence distributive justice. Besides, we proposed service recovery activities and service failure types also influence the evaluation of distributive justice and thereafter change the satisfaction with recovery. This study adopted tangible recovery efforts and psychological recovery efforts as service recovery activities. As to the types of service failures, we classified them into outcome failure and procedural failure. Although studies on this issue have been abundant in the past, but most of them only focused on a single industry. Due to the various characteristics in different types of service industries, the research findings may not be robust. Based on the classifications of Lovelock’s study (1983), this study divided the chosen service industries into four business types- online retailing, offline retailing, cram school, and e-learning, combining with the nature of the service act and the method of service delivery, we used empirical data to test all hypotheses. The major findings of this study are as follows: (1)Perceived justices have significantly positive effects on satisfaction with recovery in the whole service industry and four specific types of business. (2)Both tangible and psychological recovery efforts have significantly positive effects on distributive justice in the whole service industry and retailing. Besides, the influencing powers of those two factors are equal to distributive justice. (3)Procedural justice influences distributive justice positively in the whole service industry and four specific types of business. However, interactional justice only influences distributive justice positively in the whole service industry, online retailing and cram school. (4)Outcome failure has moderating effect on the relationship between service recovery methods and distributive justice in the whole service industry and retailing.