The Impact of Service Recovery Satisfaction on Brand

• Main Authors: Yu-Ru Lee, 李玉如
• Other Authors: Jen-Hung Huang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/25053232520050566436

碩士 === 國立交通大學 === 管理科學系所 === 93 === This study discussed the relationship and effects between service recovery satisfaction, relationship quality, brand attitudes and repurchase intentions. We took Jordan’s flash event of Nike for example. This study took the consumers who ever bought shoes or sporty goods of Nike as the subject. A framework was built, in which “service recovery satisfaction” was set as a independent variable; “relationship quality” was as a intermediate variable; “product involvement” and “brand loyalty” were intervening variables for “relationship quality” to brand attitudes and repurchase intentions. Then we will discuss the mediate effects. The results obtained in this study were concluded as following: 1. Service recovery satisfaction has obvious positive effect on relationship quality. 2. Service recovery satisfaction has obvious positive effect on brand attitudes and repurchase intentions separately. 3. Relationship quality has obvious positive effect on brand attitudes and repurchase intentions separately. 4. Brand loyalty and product involvement don’t interfere with relationship quality and consumer responses. 5. Relationship quality has no intermediary result among the service recovery satisfaction to brand attitudes. 6. Relationship quality has intermediary result among the service recovery satisfaction to repurchase intentions. 7. Relationship quality affects brand attitudes and repurchase intentions simultaneously, and repurchase intentions and brand attitudes are obviously positive relevan