The Impacts of Negative Disconfirmation and Attribution on Customer's Emotions and Expected Services

• Main Authors: Chen Chun Jen, 陳俊任
• Other Authors: Chuang Sheng Hsiung
• Format: Others
• Language: zh-TW
• Published: 102
• Online Access: http://ndltd.ncl.edu.tw/handle/61943045290713817383

碩士 === 南台科技大學 === 行銷與流通管理系 === 101 === The customers would have expectation before they see the real products and evaluate the actual performance during consumer service. Thus, satisfaction was been influenced by the formation of disconfirmation. Consumers accept service of process , the company's image, the services provided, service personnel, and other factors are possible caused disconfirmation occurred, the purpose of this research is to explore the change in customers’ feelings and emotions under negative disconfirmations. At the same time, this research also discusses the attribution act on the expectation on the enterprise. If the service providers are able to master the render of real customer feeling, and then react back in a proper way, which means understand how to improve the satisfaction. Using experiment design,A number of 240 questionnaires were sampled from customer, and a total of 220 responses were deemed usable for the analyses, which is a 91.67% usable response rate. Using statistical software were applied for analyzing the data, and other statistics analysis methods including descriptive statistics, confirmatory factor analysis (CFA), reliability analysis, validity analysis and structural equation modeling (SEM) are also applied. The results of this study are summarized as follows. Negative disconfirmation reliability has a great impact on anger emotions: As the rate of the negative disconfirmation reliability gets higher, the customers become angrier. At the same time customers of the enterprise generates distrust. And as the rate of the negative disconfirmation reliability and responsiveness gets higher, the expectation customers have on the enterprise becomes lower. At the same time, attribution has a significant influence on mood and on customer expectation. The more the attribution , the less fierce does the customers’ emotions react and the higher become the expectations customers have on the enterprise.