Among former researches regarding the consumer¡¦s post-reactions facing a ¡§Service-failure¡¨ scenario, most scholars treated the situation of ¡§Service-failure¡¨ as a whole affair, but had never tried to discuss its separate effect possibly caused by service ¡§outcome¡¨ or service ¡§process¡¨ and the potential correlation due to different combinations of this two ¡§Service-failure¡¨ types (output failure /process failure). According to ¡§A two-component model of justice¡¨ view in Organizational-Behavior domain, we can obtain the following conclusion that the influence caused by service ¡§outcome¡¨ entirely differs from which caused by service ¡§process¡¨, while the employee faces the unfair affairs of salary-treatment. Distributive-injustice is the trigger that the employee takes the action. Only when facing the condition of output failure, employees will take actions. Is service ¡§process¡¨ fair or not will determine that people adopt positive or negative action. Consequently, this research plans to apply ¡§A two-component model of justice¡¨ view to explain the possible reactions or behaviors while consumers face different ¡§Service-failure¡¨ combinations. In addition, the study also joins the factor called ¡§Coping-potential¡¨ as moderator to discuss whether the store owner can retard the negative effect caused by ¡§Service-failure¡¨ through offering consumers more convenient ways or methods to express opinions.
This research adopts a scenario experimental method, taking university students and graduate students as the convenient sample, with regard to the sample the important and familiar hotel-ordering services as the study industry, designs a virtual scenario of Service-failure by manipulating three independent variables (service outcome¡Gpositive disconfirmation /match the consumer¡¦s expectation /negative disconfirmation¡Fservice process¡Gsuccess /failure¡FCoping-potential¡Ghigh /low). The study asks the experimental subject to fill after reading the description of a virtual scenario to answer the items including ¡§distributive-justice¡¨, ¡§procedural-justice¡¨, ¡§emotions¡¨ and ¡§Behavior-intention¡¨. And then we apply statistics-analysis to compare with the difference of the consumer¡¦s possible reactions when he faces variety of ¡§Service-failure¡¨ combinations.
The results discovered: consumers will aim at the performances of service ¡§outcome¡¨ and service ¡§process¡¨ to carry on the judgments of distributive-justice and procedural-justice respectively when facing a ¡§Service-failure¡¨ scenario. Two dimensions of ¡§Perceived-justice¡¨ indeed play the different roles of determining the consumer¡¦s behavior. Distributive-injustice is not the trigger that the consumer takes the action. No matter how its result accords with ¡§distributive-justice¡¨, people all do something. Yet ¡§procedural-justice¡¨ truly is the main factor, which is decided that people adopt what kinds of actions (positive /negative). Under assigning the unfair result with fair procedure (output failure), the consumer will take positive reactions (e.g. offering the suggestions). On the other hand, unfair procedure will strengthen the negative responses (e.g. complaining toward the store). Under assigning the unfair situation with unfair procedure (output failure plus process failure), ¡§Coping-potential¡¨ will regulate the relation between ¡§Procedural-justice¡¨ and ¡§Behavior-intention".
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-1125108-153133 |
| Date | 25 November 2008 |
| Creators | Kuo, Chun-hung |
| Contributors | I-ling Ling, Jacob Y. H. Jou, Chun-ming Yang, Chi-cheng Wu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1125108-153133 |
| Rights | not_available, Copyright information available at source archive |
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