| Summary: | 碩士 === 靜宜大學 === 國際企業學系 === 99 === Despite having been widely studied in Taiwan High Speed Rail (THSR), the effect of service failure and recovery on customer satisfaction has received only limited attention in transportation service. The primary objective of this study is to investigate the effects of service recovery on customer satisfaction. This study sets out to view the service flows and to arrange three stages of service failure and recovery. In addition, the study also explores where the “recovery paradox” would occurs.
The study collected from 313 questionnaire surveys and employed path analysis of regression approach. According to the results from this study, cognitive affect could cause service recovery satisfaction more significant than service recovery expectation and service recovery experience. It means not only consumers respect for the service explanations and directions but also displays the advantage of THSR. On other side, the service provider gives consumers better service recovery experience, which may switch customers’ negative depression to positive support. The situation comes into being recovery paradox. The study suggests that THSR should design a framework of service failure and recovery with different service locations and demands. Besides, in order to deliver a better service recovery, THSR should prepare the works for service failure and accident in advance.
|
|---|
