| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 100 === Abstract
Taiwan is a country with the highest global density of department store. Therefore, how to satisfy customers and then to conform the needs of customers is a must concerning the success of occupying an important place in department stores'' field. Hence, to understand customers reaction, ways of making up service in case of misservice, improving the customer satisfaction, is of vital importance.
Finding the reason of client complaining is the purpose of this study, also, the relationship of client satisfaction with client complaining、misservice and service remedy, uses critical incidence, collecting 616 cases of customer complaints in department store, and dividing service failure into 3 main categories, 21 items; service remedy into 7 projects, by content analysis and practical experience.
The study result shows, mistake will occur in any time during service process; however, if first-line employees can take proper remedy, when mistake occurs, with consideration of multiple in critical time, the customer satisfaction will be relatively high. Service recovery effects customer satisfaction in certain degree. The better service recovery, the more customer satisfaction. Through this study analysis, it may provide service industry with proposals and improvement strategy, while misservice occurs, to upgrade the customer satisfaction.
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