| Summary: | 博士 === 國立臺北大學 === 企業管理學系 === 94 === Many academics in the marketing field agree that it is more profitable for a company to retain its existing customers than it is to attract new ones. The prevailing marketing concept adopted by companies and academics has transformed from ‘offensive marketing’ to ‘defensive marketing’. How to keep existing customers, therefore, becomes an important issue. When a service failure occurs, how and how quickly the company recovers will have a critical impact on customers’ future behavior. This study looks at corporate recovery strategy models after a service failure and the effect these have on subsequent customer behavior.
This paper reviews the previous literature to construct a research framework which shows how companies react to a service failure, how a service recovery strategy is decided and affects subsequent customer behavior. This study adopts semiconductor manufacturing suppliers as the research object and applies the purposive sampling method with a fixed questionnaire. As a result, 134 effective questionnaires are completed in this research, in which 80 of them are with more than 201 employees. Among the sampled companies, 90 are material suppliers and 44 are equipment suppliers.
The statistical analysis methods for empirical analysis are divided into three stages based on different scales used. The methods include ordered logistic regression model, one-way ANOVA model and SURE (Seemingly Unrelated Regression) model. The results show that: (1) The service failure type significantly affects the decision-making of a recovery strategy. (2) A service provider will provide the utilitarian recovery strategy plus the symbolic recovery strategy more when an outcome failure occurs than when a process failure occurs. (3) Relationship quality does not moderate the relationship between the service failure type and the recovery strategy. (4) Relative power moderates the relationship between the service failure type and the recovery strategy. (5) The service recovery strategy significantly affects customer satisfaction with the recovery strategy. (6) Long-term orientation moderates the relationship between the service recovery strategy and customer satisfaction with the recovery strategy. (7) Customer satisfaction with the recovery strategy positively affects repurchase intention. (8) Customer satisfaction with the recovery strategy positively affects customers’ word-of-mouth.
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