The Impacts of Attribution and Emotions on the Expected Services under a Positive Disconfirmation Encounter

• Main Authors: Chen Wei Chaio, 陳韋喬
• Other Authors: Chuang Sheng Hsiung
• Format: Others
• Language: zh-TW
• Published: 102
• Online Access: http://ndltd.ncl.edu.tw/handle/99004253269346812556

碩士 === 南台科技大學 === 行銷與流通管理系 === 101 === Positive disconfirmation can avoid passive remedies for negative disconfirmation and build actively positive disconfirmation in this era of high competition. Not only avoid losing customers, also the way of long-term business. Customers’ expect that in the disconfirmation process is a most important and independent. In addition, customers’ attribution and emotion cause to different behavior. Therefore, this research will explore the impact of attribution, emotional and expected in positive disconfirmation. In this research, which use method of experiment for being able to master the situation of positive disconfirmation. And divided into eight experimental groups, 200 copies of questionnaires are valid from each relative websites. Then the analysis is undertaken by statistical software to clarify how the main emotion reactions are stimulated in consumption situation of positive disconfirmation, and to effect the expected service after consumption. Finally, we are going to discuss the differential effect of attribution. The research results show that the actual experience of the service quality to the expected quality of future service, and attributed to the expected quality of future service are not supported. It means does not directly affect the relationship between. Actual experience of the service quality to emotional is supported. Customers get more empathy from company in service encounter, it will cause a positive emotional response, whether it is pleasant or surprised. The other hand, customers have no emotional reaction about event of positive disconfirmation tangible. The attributed to emotional is supported partially, customers attributed the higher, pleasure of emotional reaction will be enhanced, but no surprised of emotional reaction. Emotional responses to the expected quality of future service are supported partially. Only causing customers surprised of emotional reaction, and then to give rise to expect quality of future service, but not useful for tangibles. The other hand, consumers feel pleasure, but there will not be any reaction to expect quality of future service.