服務提供者類型與服務暇疵補救策略對顧客服務評價之影響

Abstract

隨著人工智慧與機器人技術的迅速發展，AI、機器人越來越廣泛被應用在各個產業，服務型機器人（service robots）逐漸被導入各類服務場域，包括飯店接待、自助餐廳、零售櫃台、醫療諮詢、機場導覽等，這樣的趨勢改變了人與服務互動之間的樣貌，也引發了對服務品質與顧客感受的新一輪關注。 儘管機器人能夠展現高度一致性、快速回應與不間斷的運作能力，但其在人性溝通、情緒表達與彈性應對方面，仍與真人存在顯著差異。特別是在服務過程中不可避免地發生錯誤或疏失（即服務瑕疵，service failure）時，服務提供者能否進行適當的補救行為（service recovery），往往決定顧客對該次體驗的整體服務評價與後續忠誠意圖。在此脈絡下，當服務瑕疵發生時，真人服務者與服務機器人分別採取不同的補救策略，是否能同等有效地修復顧客關係，便成為值得深入探討的問題。 過去文獻多聚焦於服務情境中AI系統的應用，較少比較真人與機器人在服務瑕疵補救過程中的表現差異。然而，隨著機器人逐步進入更多高接觸、高情緒涉入的服務場域，顧客對於「誰來補救」與「怎麼補救」的感知，也變得更加複雜，因此本研究旨在探討在發生服務瑕疵時，服務提供者的類型（真人 vs. 機器人/AI）與其所採用的服務補救策略，是否會顯著地影響顧客對整體服務的評價，並進一步探討個別消費者對科技接受程度是否調節此影響效果。With the rapid advancement of artificial intelligence and robotics, AI and service robots are being increasingly applied across various industries. Service robots have gradually been introduced into a wide range of service settings. This trend has not only reshaped the nature of human-service interactions but also triggered attention to service quality and customer perception.While service robots are capable of delivering highly consistent, prompt, and uninterrupted responses, they still differ significantly from human providers in terms of interpersonal communication, emotional expression, and adaptive flexibility. In particular, when service failures—inevitable in real-world service encounters—occur, the ability of the service provider to execute appropriate recovery strategies often determines the customer’s overall service evaluation and future loyalty. Against this backdrop, a key question emerges: when service failures happen, can human providers and service robots adopt equally effective recovery strategies to repair customer relationships?Previous studies have largely focused on the application of AI systems in service contexts, with relatively limited comparison between human and robotic providers in the context of service recovery. However, as robots increasingly enter high-contact and emotionally involved service domains, customer perceptions of"who delivers the recovery" and "how the recovery is delivered" have become more complex. Therefore, this study aims to investigate whether the type of service provider (human vs. robot/AI) and the recovery strategy employed significantly influence customers’ evaluations of the service experience. Furthermore, it explores whether individual differences in technology acceptance moderate these effects.