國立臺南大學專任教師基本資料
姓名林政佑
系所行政管理學系
校內分機 
EMAILjlin@mail.nutn.edu.tw
辦公室 
網址 
專長/研究領域服務業行銷, 品牌管理, 社群行銷
著作名稱:Investigating the role of customer forgiveness following a double deviation
年度:2022
類別: 期刊論文 Journal of Services Marketing
摘要:Abstract Purpose – Despite double deviation being an acknowledged phenomenon in services marketing, less research has been devoted to the evaluation of the underlying relationships between cognitive appraisals, customer forgiveness and postrecovery actions following a double deviation. Therefore, this study aims to develop and empirically test a conceptual model to determine the role of customer forgiveness and its boundary conditions in double-deviation scenarios based on the stress and coping theory. Design/methodology/approach – This study aggregated 290 survey data by adopting the retrospective experience sampling method and examined the proposed model using structural equation modeling and bootstrapping analysis. Findings – The results confirm that customer forgiveness mediates the link between service recovery dissatisfaction and postrecovery customer complaints (i.e. online and third-party complaints). Additionally, attribution-based factors (i.e. stability and controllability attributions) positively moderated the service recovery dissatisfaction–customer forgiveness relationship. Finally, these findings exhibit that relationship-based factors (i.e. relationship duration and affective commitment) had negative moderating effects on the service recovery dissatisfaction–customer forgiveness link. Originality/value – Without ensuring customer forgiveness, customers who experience failure twice in a row may act more aggressively to damage service firms. Yet, knowledge of customer forgiveness in a double-deviation scenario is still lacking. The results make twofold contributions to the service recovery literature. First, this study emphasizes customer forgiveness as an integral coping response that has a mediating role in the relationship between service recovery dissatisfaction and postrecovery customer complaints. Second, this study shed insights into boundary conditions of customer forgiveness by identifying attribution- and relationship-based factors as moderators.
關鍵字:Service recovery dissatisfaction, Customer forgiveness, Postrecovery customer complaints, The stress and coping theory
著作名稱:They support, so we talk: the effects of other users on self-disclosure on social networking sites
年度:2021
類別: 期刊論文 Information Technology & People
摘要:Purpose – Social networking sites (SNSs) have significantly influenced people’s lives and changed their behavior. Although previous research has explored self-disclosure in virtual communities, little is known about the impact of other users, particularly their online social support, on self-disclosure. The aim of this study is to explore how online social support dimensions (i.e., emotional, informational, esteem, instrumental and network support) influence people’s self-disclosure, which in turn affects their commitment to SNSs. Design/methodology/approach – Based on social exchange theory, this study proposes a research model that explores the role of other users on self-disclosure. This study collects data from a sample of 558 respondents and applies the structural equation modeling technique to test the research model. Findings – The findings show that users are motivated to disclose information and commit to a specific SNS because of the supportive climate. Results also show that self-disclosure mediates the effect of online social support on users’ commitment to SNSs. Originality/value – This study focuses on the influence of other users’ roles on self-disclosure on SNSs, extending the application of social exchange theory.
關鍵字:s Social networking sites, Online social support, Self-disclosure, Social exchange theory
著作名稱:Member lock-in and knowledge break-out in SNS groups: integrating the “pull-in”, “push-back”, and “mooring” effects
年度:2018
類別: 會議論文
摘要:Abstract Social networking site (SNS) group provides a new cyberspace for users to share knowledge. As competition intensifies and recruiting new members becomes more difficult, SNS groups need to devote their strategic efforts to encouraging members’ contributions. However, prior research has seldom touched this issue from the “online switching barrier” perspective. We develop and test a structural equation model incorporating pull-in (group-member and member-member relationship quality), push-back (alternative unattractiveness), and mooring (switching cost) effects, which subsequently affect members’ knowledge contribution behavior (knowledge sharing and knowledge co-creating) through the mediating role of self-development and pro-social motivation for engagement. Results based on 382-respondent survey data show that pull-in and push-back factors facilitate members’ contributing motivations, which in turn lead to contribution behavior. The mooring effect which is reflective of different levels of switching costs moderates the effects of pull-in/push-back on self-development and pro-social motivation. The findings provide academic insights for scholars and marketing implications for practitioners in leveraging lock-in effect in SNS groups.
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