| Summary: | 博士 === 國立臺灣科技大學 === 企業管理系 === 100 === According to previous studies, many consumers in Taiwan have experienced consecutive service failures. Despite of these failures, many consumers still remain loyal to a service provider for a variety of reasons, such as money deposits, contractual agreements, associated costs, time constrains, and health concerns. We attempt to investigate the emotional reactions and expectations of consumers after they have experienced two consecutive service failures. Our findings reveal that for high involvement services, although customers display strong negative emotional reactions after each service failure, the reaction to the second service failure is less intensive than to the first one. Furthermore, our findings show that as long as the products or services remain in use, customers tend to retain high levels of expectation in regard to the service provider. Consumers to encountering the second service failure are impacted by positive/good and negative/bad news significantly. Consumer dissatisfactions continue to increase, negative emotional responses still intense, and the expections continue to downward. In short, the service provider should take care seriously of widespread consecutive service failures, in order to identifing main topic of the core service and finding out consumers need, and then prescribe the right strategies with actions to retaining loyalty customers and sustainable growth forever.
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