| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 95 === Service providers often use various types of “punishments” or “penalties” to reduce the frequency of customers’ violations and to balance their potential loss, but researchers does not pay much attention to “customer penalties”. Existing studies of customer penalties focus on the relationships between the service provider (the executor) and customers (the recipients) who violate company’s policy, especially on the effects of punishment toward recipients. However, studies in “organizational punishments” had enlarge the scope of research by including observers, and developed a framework for studying the effects of punishments on observers which is called “a framework for understanding the social effects of organizational punishment”. This study is based on customer penalties, and the researcher cites the viewpoints and theories from this framework to enlarge the scope of research in bilateral to tripartite.
This study examines observers’ responses, including their perception of justice, violate intension, and affective commitment to the service provider, when they obtain the information about service provider punishing a violated customer by experimental design. The result shows that social learning effect will exists if observers receive information about punishments. Observers prefer service providers whose punishments with lower severity, higher flexibility, and adequate explanations. The result also shows that perceived justice has a partial mediating effect on “punishments-responses” relation.
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