| Summary: | 碩士 === 元智大學 === 領導學程 === 99 === In service industry, customers always come first; therefore, how to build a effective service recovery system to deal with service failure is a critical issue. An effective service recovery system has to make the consumers feel the sincerity of the company, make up for consumers’ loss, and increase consumers’ satisfaction.
Many previous research has already indicated that when consumers face service failure, the consumers’ perceived justice toward company’s service recovery action may be the most important determinant of consumer’s satisfaction. In other words, consumers feel themselves to be treated fairly or unfairly will influence their satisfaction. However, in reality, even facing the same service failure and same service recovery action, there is still some consumers didn’t feel better. Therefore, this study tries to discuss the above issue from a regulatory focus perspective; the purpose of this study is to explore the effect of interaction of consumers’ regulatory focus and service recovery on satisfaction.
In other words, this study try to explore that given the same service failure and service recovery, if the consumers will have different level of satisfaction because of the differences in their regulatory focus. Base on equity theory, there are three types of service recovery: first, recovery of distributive justice, second, recovery of procedural justice, and the last, recovery of interaction justice.
With the popularity of the internet, internet has become an important channel for online shopping. The data was collected from 386 customers who had online shopping experience industry by using questionnaires. The results indicate that：
1. The immediately response and tangible recovery for service failure are positively and significantly related to customer satisfaction after the recovery.
2. Customer regulatory focus has moderating effect on the relationship between service recovery methods and customer satisfaction at service recovery.
|
|---|
