| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 92 === In service industry, company is facing more and more pressure from customers and competitors. Understanding customers’ thinking is a critical factor to success. Our study attempts to use a consideration model to understand customers’ reactions in experienced service failures and then the recovery efforts. We confirmed two important hypotheses and have some interesting findings. In the hypothesis part, first, outcome-type service failure induces stronger dissatisfactions than process-type service failure. Second, constructive compensative efforts can obstruct dissatisfaction toward service failure effectively. In the finding part, first, when customers experienced service failures, formal expectation on emotional response and satisfaction will be weakened or even be counteracted. This is also can be found in the recovery efforts toward satisfaction for recovery. Second, when customers experience process-type service failure, the correlation between emotion and expectation for recovery is significant. And there is no correlation between satisfaction and expectation for recovery when customers experience outcome-type service failure. It probably means that when customers have high dissatisfaction that they would not have expectation for recovery toward the service firm. Our consideration model provides exhaustive and complete results about shopping experiences.
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