The Influence Effects of Perceived Justice on Behavioral Intention: Full-service Restaurants as an Example

• Main Authors: PING-WEI CHEN, 陳屏瑋
• Other Authors: HSI-TIEN CHEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/ejnwrp

碩士 === 國立勤益科技大學 === 專案管理研究所 === 105 === There has been a fierce competition in the catering industry in recent years, and consumers are more demanding on the service and environmental quality of restaurants. With the rising awareness of the industry to enhance quality, the study of catering service management is gradually valued by enterprises. With so many uncertain factors in the catering industry, there will inevitably be service errors and mistakes. Therefore, how to carry out remedial services to make the customer who suffers from service failure feel fairly treated, and thus generate a favorable emotional response and reduce the negative impact on the enterprise is an important issue. However, after a consumer encounters a service failure, does the negative emotion play an important intermediary role between the customer’s perceived justice and service recovery? Is the causal relationship between the customer’s perceived justice and the negative emotion (service recovery) moderated by perceived price rationality? These issues are relatively rare in the catering industry related research. This study is based on a full-service restaurant scenario, with the customers of the full-service restaurant who have suffered service failures as the objects of study. The samples required are collected via questionnaire distribution, and the questionnaires are distributed with a purposive sampling method. In this study, totally 362 valid questionnaires were collected, and the data is analyzed with the statistical software SPSS and Amos to verify the causal model and hypothesis established in this study. The research results show that, the three dimensions of perceived justice have a significant negative impact on negative emotion, which means that the lower the consumer’s perceived justice, the stronger the negative emotion; after a service failure occurs, the customer’s perceived justice will have a direct impact on the satisfaction with the business after service recovery; after a service failure is remedied, the customer’s negative emotion due to the failure has a negative impact on the service recovery; if the customer has a high satisfaction with the remedial measures of the business, then the customer satisfaction will have positive impact on the post-purchase behavior intention for the business. In addition, this study confirmed that negative emotion has a mediating effect between perceived justice and service recovery; that is, if after service recovery the customer still feels unfair, the negative emotion generated as a result will indirectly affect the customer’s perception of the service recovery of the business. Perceived price rationality has a significant moderating effect on the relationship between perceived justice and service recovery; that is, the impact of different levels of perceived justice on service recovery depends on the customer’s perceived price rationality. It is expected that the results of this study can serve as a reference for restaurant operators to improve their service quality and pricing strategies.