the relationship among involvement level, service failure, service recovery disconfirmation and customer lifetime value

• Main Authors: Liao, Cyuan-You, 廖銓佑
• Other Authors: Lai, Ming-Cheng
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/37873823771916749951

碩士 === 國立臺北商業技術學院 === 商學研究所 === 94 === Because service failure can’t be fully avoided in the process transmission, understanding the service failure severity and their impact on customer responses and designing effective recovery strategies have been recognized as important issues by both service researchers and practitioners. There is still a lack of research on the link between service disconfirmation and the value of a customer to the firm. Also the previous research on service recovery has not incorporated important contextual factors, such as the involvement level of individual differences and the perceived severity of service failure across customers, into analytical models or empirical testing. Data was collected from the members of a children’s English learning material/service company. A total of 128 did not complete or answer the surveys and were excluded from further analysis, resulting in 165 usable responses, for an effective response rate of 56.3%. The empirical result demonstrates that involvement level and service failure severity can both enhance service recovery expectation in customers’ mind. Analysis also indicates that service recovery disconfirmation also influences customer lifetime value significantly positively.