A Study of The Relationship among Customer Complaint, Service Recovery, Customer Value and Customer Satisfactionn- An Example of Hypermarket in Mid-Taiwan Region.

• Main Authors: Jhu Syuan, 朱選
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/xr9kh2

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 94 === The scope of Hipermarket industry includes goods indispensable and related to the living of mankind, such as clothing, food, housing and transporting. By the growth of the consciousness of consumers’ rights, the consumer complaint would increase more and more when they face service failure and dissatisfaction. If the industry is unable to deal with this problem effectively, the consequence would be the loss of customers, present or potential. According to the preceding study, consumer complaint could be recovered through various recovery measures, with different effects though. One thing to be sure is whatever the recovery measure taken it would lower the level of dissatisfaction of customers. This research is aimed at finding appropriate processing measure which can tackle consumer complaint. Based on the research of Grand and Schlesinger (1995), it takes great efforts to allure customers elsewhere because it could be five times the effort than keeping current customers. By reducing 5% of consumer loss, the profits could be raised from 25% to 85%. From this figure, the importance of keeping current customers through recovery process is obvious. Therefore, the purpose of the research is to evaluate and verify the correlation among customer complaint, service recovery, customer value and customer satisfaction through Linear Structure relation (LISREL) model and exemplified by the Hipermarket industry. The outcome of this research shows the following: 一、The demographic variables have differential effects on customer complaint, service recovery, customer value and customer satisfaction. 二、The causes of customer complaint have positive correlation with customer complaint behavior. 三、The customer complaint behavior has positive correlation with service recovery. 四、The service recovery has partial positive correlation with customer value. 五、The service recovery has partial positive correlation with customer satisfaction. 六、The customer value has positive correlation with customer satisfaction.