The Impact of Customer Reaction after Service Waiting and Recovery

• Main Authors: Chen-Chung Chen, 陳振忠
• Other Authors: Fu-Yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/50781042578748928814

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === ABSTRACT Service is intangible and can’t be stored. So it won’t meet customers’ demand under rush-hour. Then, customers will stand in a line for service. If the procedure of service can’t be improved, it will become an important issue to eliminate the bad feeling of waiting in marketing management. Bitner (1990) and Taylor empirical study proved that waiting will cause negative effect for satisfaction. Besides, the longer waiting time, the lower satisfaction customers become (Dube, Schmitt, and Leclerc, 1988; Maister, 1985). Delay will affect the evaluation of customers for service provider. By reviewing the related study of marketing, it almost stands from the service quality or satisfaction point of view. It less describes the service neglect and service recovery to the effect of customer. Therefore, the study is the subject about the service neglect and service recovery to the effect of customer. Spreng, Harrell et al(1995) said that problems can be resolved by using suitable service recovery. It can also increase the purchasing and bring the positive word of mouth. The study is the example of service in the restaurant. It used the method of CIT statistics and calculated the number of the failing services of customers waiting in the restaurant. It measures the reaction of customers after being through the service recovery. Under the consideration of the time and cost and reality, the author simulated the service failing situation in the restaurant and put the tests under that circumstance, so that the tests can answer the questions more accuracy. The conclusions are below: 1. The longer waiting time, the lower reaction customers become. 2. The interaction doesn’t exist between service waiting neglect and service recovery. 3. The ways of service recovery are remarkable differences. The orders of positive reaction are the following: “concrete compensation plus apology”, “concrete compensation” ,“apology”, “no service recovery action”. Under the service provider’s limitation and cost consideration, it can’t be avoid the V waiting neglect in the rush-hour. But it can make up for customers by service recovery. A suitable service recovery can bring the customers back and word of month and appeal more customers. Although the service recovery has it’s benefit, on the other hand, the service recovery needs investment. Before the proceeding the service recovery, the service provider should notice the balance between revenue management and service quality.