Exploring the Phenomenon of Service Reverse for Online Service Recovery Paradox

• Main Authors: Tsai, Yi-Ling, 蔡依玲
• Other Authors: Liaw, Shu-Yi
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/10797758880024215026

碩士 === 國立屏東科技大學 === 企業管理系所 === 97 === This study investigated the influences of service recovery satisfaction, corporate image reverse and consumer attitude reverse on four kinds of service recovery of entity, online operations, financial and non-financial types. An empirical study was conducted with the questionnaire designed from Click and Mortar, service failure, service recovery satisfaction and reverses. The study approaches are experiment design and questionnaires with who has accepted service recovery in entity or online, and apply to data analysis and discussion. The study results summarize as follows: (1) Consumer pays attention to the service recovery of non-financial than financial, so homeowner can pay more attention on service recovery of non-financial, for example service attitude, satisfy and convenience. (2) The influence of reverse phenomenon of service recovery satisfaction of entity is more significant. (3) The influence of the reverse phenomenon of online and non-financial is more significant in four kinds of service recovery. (4) The influence of the reverse phenomenon of corporate image is more significant than consumer attitude. It reveals that it is difficult to influent consumer’s behavior and reverse it, on the other hand, the corporate image is easy to be reversed by service recovery.