| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 100 === This paper explores under different service failures situations, whether customer expectations corresponds with services recovery or not, and the service recovery have an impact on customer satisfaction and customer loyalty. Service failure means that the companies provided the services couldn’t reach customers' requirements, or the services below customer expectations. Service recovery is means when companies provide products or services couldn’t reach the standard of customer expectations and let the customers feel dissatisfaction, the company will take recovery measures to compensate for their dissatisfaction. Through the experimental method of investigation, Tunghai University’s students were surveyed and it collected 878 effective samples. Furthermore, the samples were analyzed by using one-way ANOVA and two-way ANOVA to test the hypothesis.
The finding are as followimg:
1. When the customer suffered a service failure, service recovery have a positive impact for post-recovery satisfaction.
2. The study of service recovery effects under different service failure situation, the psychological is indispensable.
3. The customer satisfaction is higher and the customer loyalty will be higher.
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