The Relationship Among Service Quality, Service Failure and Service Recovery on Customer Behavioral Intention – A Case Study for the Manufacturer of Ready-Mixed Concrete Truck

• Main Authors: Bi-wei Lin, 林碧薇
• Other Authors: Wei-ming Wu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/96809553306038856610

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 100 === The study is aimed to discuss the service quality of concrete mixer truck manufacturers, the service failures and how the service recovery influences customer behavioral intention. The concrete mixer trucks in Taiwan are mostly hand made by traditional master workers, whose skills were obtained through apprenticeship or self-learning experiences, instead of professional technical training. Furthermore, the concrete mixer trucks in Taiwan are not of the same specifications. The inconsistent quality of handwork and truck specifications, therefore, results in unreliable quality of the concrete mixer trucks. The importance of service emerges especially in the instance of defective trucks, in which the manufacturer should provide its service recovery to retain customer loyalty. The study adopted the quantitative research method, using the questionnaire survey to collect the data from three domestic concrete batch plants. There were 120 questionnaires dispensed, with 91 valid ones returned. The descriptive statistic analysis method was applied along with the factor analysis approach to extract various factor dimensions. Then the simple correlation analysis and regression analysis were conducted to discuss the correlation and influences of various dimensions. Through statistic analysis, the results showed notable differences on service quality, service failure, service recovery and customer behavior intention in relation to the variables of basic characteristics. In service quality, the “solicitude and assurance” of the staff and the “facilities, services and solicitude” of the drivers were considered important to customer behavior intention. In service failures, the “product failure and time failure” from the staff, the “staff failure” and the “time failure and product failure” from the drivers were counted as influential to behavioral intention. Finally, in service recovery, the “remedy of service failure” of the staff mattered more to the behavioral intention, while the “psychological” factors on the driver imposed positive impact on behavioral intention. The above results suggested that the staff, on behalf of the manufacturer, should take the initiative to express solicitude, to understand customer needs, to give customer assurance in the transaction process and to provide instant remedies at the occurrence of service failures. On the other hand, in the aspect of the drivers, the manufacturer should place more importance on upgrading equipments, showing solicitude actively and making instant remedies for service failures.