| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 99 === Hotel Star Rating held by Tourism Bureau of the ROC Ministry of Transportation and Communications was the first time in 2009. Assessing by the hotel’s building facilities and service quality, hotels can promote entire quality of service. Hotel’s service quality becomes more important. Because of the characteristics of service, it was unavoidably to occure the complaint and unsatisfication that service failure made. The purpose of this study is to investigate in different types of service failure, understand the influence of service recovery on customer loyalty, and tell service providers how to adopt right service recovery to effectively increase customer loyalty, when service failure occurs.
In this study, with the customer's point of view to investigate customer's perception and feelings of service failure. To further investigate the moderating effect of service failure types between service recovery and customer loyalty, we use scenario design. This study results indicate that both psychological recovery and tangible recovery positively affect customer loyalty. When the service failure types is service delivery system failures, the influence of psychological recovery on customer loyalty is less than the influence of tangible recovery on customer loyalty. When the service failure types is employee response to customer needs and requests, the influence of psychological recovery on customer loyalty is greater than the influence of tangible recovery on customer loyalty. When the service failure types is unprompted employee actions, the influence of psychological recovery on customer loyalty is greater than the influence of tangible recovery on customer loyalty.
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