| Summary: | 碩士 === 中國文化大學 === 國際貿易學系碩士班 === 93 === Previous researches have probed into the service guarantee or service failure influencing consumers individually. It has concluded that consumer complaining behavior would effected by several factors. Service guarantee is the tool to help enterprises to improve quality and encourage consumes to complain to them. In the aspect of service failure, attribution theory is the basic one to analysis service failure. Previous studies found that different service failure attribution would cause different consumer complaining behavior. However, there is little attention about different failures attribution result in different consumer complaining behavior as guarantee providing and failure which goes against guarantee happened.
In this study, an experimental design is presented using3×2×2 factor design, and total is 12 treatments.
There are two important results in the study. First, stability of service failure attribution could not moderate the relationship between service guarantee and consumer complaining behavior. Secondly Controllability of service failure attribution could moderate the relationship between service guarantee and consumer complaining behavior.
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