| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 98 === As the service industry grows rapidly, living in such a competitive social environment, people also speed up their life pace as well. Their needs for time effectiveness and convenience have increased gradually. Convenience stores have become the good partners indispensable in daily life. For consumers, in the process when they are shopping in a convenience store, they often have frequent contacts with service personnel. Under different environments and situations, the services provided by service personnel will be different, too. Such differences will also enable consumers to assess their own rights through service fairness. When a consumer feels that the service is unfair, he/she may take related retaliatory actions, in order to protect his/her own right. Thus, this study has such motivation deriving from this, so as to explore the relationship among service fairness, customer retaliation and emotion regulation.
In this study, the enterprise target was the 7-ELEVEN Convenience Store. The subjects receiving the questionnaires were the college students at Chaoyang University of Technology. Convenience sampling was adopted in questionnaire distribution, and 300 copies of the questionnaire were distributed, in which 275 copies were recovered. After 27 invalid copies were excluded, the effective sample size was 248, and the effective recovery rate was 82.7%. In the aspect of data analysis, the explorations were made, through descriptive statistics analysis, reliability and validity analysis, exploratory factor analysis, t-test, one-way ANOVA and hierarchical multiple regression analysis.
The research findings indicated:
1. As for the hypothesis that service fairness has significant negative influence on customer retaliation, parts of it were tenable. Among them, negative correlation was found, regarding the influence of the dimension “Interpersonal Fairness” in service fairness on “taking malicious behavior against the enterprise” in customer retaliation. Negative correlation was found in the influence among the dimension “Allocation Fairness” in service fairness and the dimensions “complaining to the third-party institution and asking for compensation from the enterprise” and “negative word of mouth” in customer retaliation.
2. As for the hypothesis that consumers’ emotion regulation will interfere with the influence of service fairness on customer retaliation, parts of it were tenable. Among them, the interaction between “Interpersonal Fairness” and “Re-rating” as well as “Procedural Fairness” and “Inhibition” resulted in correlation of negative influence on “complaining to the third-party institution and asking for compensation from the enterprise”. The interaction between “Interpersonal Fairness” and “Re-rating” resulted in correlation of negative influence on “negative word of mouth”.
3. As for the hypothesis that consumers with different consumer characteristics have significant differences in cognition of service fairness, parts of it were tenable.
4. As for the hypothesis that consumers with different consumer characteristics have significant differences in cognition of customer retaliation, parts of it were tenable.
5. As for the hypothesis that consumers with different consumer characteristics have significant differences in emotion regulation, parts of it were tenable.
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