The Moderating Effect of Finanical Bonds in Relationship Marketing On the Relationship between Methods of Service Recovery and Customer Satisfaction of Service Recovery

• Main Authors: Yen-Er Chen, 陳嬿而
• Other Authors: Chien-Heng Chou
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/65139164201932226553

碩士 === 中國文化大學 === 國際企業管理研究所碩士在職專班 === 96 === Because of the characteristics of its service variability and inseparability, it’s difficult for enterprise to deliver service without failures so cause customer dissatisfaction and lose them. Enterprises must emphasize the importance of methods of service recovery. Relationship marketing has gained much attention of scholars and practitioners recently. Since financial bond is becoming one of the most common strategy used by the enterprise to boost customer loyalty, and since financial bond has been shown to be positively related to customers’ expectations, the purpose of this study is to investigate the moderating effect of financial bond on the relationship between methods of service recovery and customer satisfaction of service recovery. Network poll and the students of School of Continuing Education in Chinese Culture University are used as the source of data collection. Structural questionnaires and convenience sampling method are applied. Three hundred and sixty-one valid questionnaires were returned. The response rate is 72.2%. The research results show that the tangible recovery method is positively and significantly related to customer satisfaction after the recovery, but intangible recovery method is not.The financial bond negatively moderates the relationship between the tangible recovery method and customer satisfaction after the recovery.