| Summary: | 碩士 === 逢甲大學 === 企業管理所 === 100 === It is getting difficult to manage and maintain the brand because the commercial competition is becoming fiercer. Corporations often receive a lot of customer complaints and dissatisfaction by dint of employees’ neglect. Besides, service failures happen to international companies because of the external environment factors that enterprise are unable to control, such as earthquake, typhoon or flood, result in factories stopped working effectively. It is worth discussing this issue, that how enterprises apply proper recovery method when facing different crisis in order to gain customer satisfaction and perceived justice, and to gain customers confidence toward the enterprises.
This study takes airline industry as an example and subjects are the passengers who had service failure experiences. The purpose is to exam the impacts of airline crisis incident and methods of service recovery on customer brand attitude. Also, it exams the moderating effect of flight frequency. In this study, two-stage design of the questionnaire is adopted. In the first phase of the questionnaire, we collect information regarding the customer responses and satisfactions when airlines using different service recovery measures. In the second phase of the questionnaire, under different crises, how the airlines respond to the customers. Do methods of service recovery of airlines affect the satisfaction, perceived justice and brand attitude?
The results indicate that the customer will not blame on enterprise when crisis incident is which the enterprise is unable to control, and enterprise is better to assist passengers, such as replacing flight or assisting the transit hotel. When crisis incident is which enterprise is able to control, both customer satisfaction and perceived justice are significantly reduced when airlines applying any service recovery method. It is better for enterprise to compensate. If taking combination methods of service recovery, the satisfaction and perceived justice are higher than when applying only single method of service recovery. The result also shows that passengers flight frequencies has moderating effect between uncontrollable crisis incidents and service recovery; passengers flight frequencies has no moderating effect between controllable crisis incidents and service recovery. Customer satisfaction and perceived justice after recovery have significant positive effects on brand attitude.
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