The Reverse Effect of Brand Image Based on Service Recovery

• Main Authors: Yong-Shin Chen, 陳永信
• Other Authors: Shu-Yi Liaw
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/58947640589070935226

碩士 === 國立屏東科技大學 === 企業管理系所 === 98 === The influence of service recovery on the brand image of a corporation is profound. After the consumers accepted service recovery, the influence of their attitude reverses was discussed by a scenario in this study. A fable, the hare and the tortoise, was as a substitute for the level of brand image to analyze the result of quasi-experimental designs. Its purpose was to avoid the subjects having stereotypes. There were forty students to test. The students read the original story about “the hare and the tortoise” in the before test. They read a different edition of the story per week as the after test. In the after test, three attributes of service recovery that included the honesty, the attitude, and the prompt action were increased in the different edition of the story. The realization, the emotion, and the behavioral intention of altered levels of the consumers were understood by the method. T-test, One-Way, and Two-Way MANOVA were used to discuss that the degree of the brand image and consumers’ attitude reverses interfere each other. Findings of research, the consumers offered larger reversing space to the low brand image, but they were strict with the high brand image. After the honesty, the attitude, and the prompt action were considered to recovery, the altered levels of consumers’ attitude reverses did not alter obviously for the high brand image. For the low brand image, if service recovery was done well, the reversed level was higher than the high brand image. The reversed levels of the emotion and the behavioral intention were increased obviously. The reverses of service recovery for the low brand image were batter than the high brand image. The result showed that the service recovery of the corporation of low brand image needed to strengthen in the attribute of prompt action aspect. This study can be a basis of service recovery for the brand image of a corporation to strengthen the service recovery measures and satisfy the consumers.