| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 102 === A penalty is a fee when customers fail to perform their original purchase agreement. From the customer''s perspective, no customer is willing to pay an additional fee, and from the service provider''s perspective, irrational customer behavior caused by penalties may result in firms'' loss. Service providers are surely not happy to lose the capability of retaining customers because of this sort of incident. Therefore, how to manage customers’ evaluations toward penalties is an important issue for service providers.
An integrative research framework is developed in this study to examine the effect of penalty on customers. Adequacy of explanation, interactional justice, relationship quality, controllability, locus of causality and dissatisfaction are variables included in the research framework. Survey questionnaires are used to collect data and 542 valid samples are obtained. Structural Equation Modeling is also employed in this study to test hypotheses.
The major research findings are as follow: Firstly, adequacy of explanation positively affects interactional justice and relationship quality. Secondly, interactional justice positively affects relationship quality. Third, locus of causality positively affects interactional justice, but controllability fails to impact interactional justice. Finally, interactional justice and relationship quality both have negatively influence on customers'' dissatisfaction.
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