補救策略對關係品質的影響-以產品涉入與關係傾向為干擾變項

• Main Author: 劉奇泳
• Other Authors: 方世榮
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/80997676649434073311

碩士 === 國立中興大學 === 企業管理學系研究所 === 91 === This research primarily investigates how recovery strategy of service failure affects relationship quality. Besides of processing complaints at the moment of service failure, this research investigates recovery activities further to the strategic level, including the recovery strategy firms should take before, during, and after the recovery. Moreover, product involvement and relationship proneness are taken as moderating variables in this research. The studied population is mainly customers of banks, insurance and security companies. Recovery strategy is divided into two categories in this research: one is proactive recovery strategy, and the other is reactive recovery strategy. Proactive recovery strategy includes five variables which are problem-solving ability, performance standard development, information technology investment, complaint request, and feedback. Reactive recovery strategy includes three variables: outcome fairness, procedural fairness and interactional fairness. The result shows that, both proactive recovery strategy and reactive recevory strategy have significant effect on relationship quality. Some variables are not signigicantly affected only when different industries are divided and tested alone. The effect of moderating variables is partly supported, and the moderating effect will vary with customers of different products. This research suggests that, for companies which want to improve their relationships with customers, besides of good service, comprehensive recovey strategy should be accompanied to complete the whole service network, and improve the relationship with customers.