The effect of dysfunctional customer behavior on the efficiency of service recovery -An attribution theory perspective

• Main Authors: Wen-Hsin Tsai, 蔡文馨
• Other Authors: Qiao-Zhen Zhang
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/g9e97r

碩士 === 國立東華大學 === 國際企業學系 === 101 === Learn how to remedy the lack of prior service, companies must first understand, from a service failure occurs, to perform service recovery customer satisfaction, the subsequent willingness to continue to spend, or to convey a positive reputation to potential customers in the process, whether it is still other relevant factors may cause different consumer awareness. This study attempts from a general perspective of the customer, in order to simulate experimental design telecommunications service failure cases to conduct empirical research, for "stability", "controllability" Attribution of service failures; perceived justice of "distributive justice" "interactional justice" to provide "service recovery", and analyze affect the subsequent behavior of the "word of mouth", "repurchase intention" composed of a variety of situations, and "customer types" as the moderating variable, consumer research in different contexts of perception fair difference. And then analyzed using Two-way ANOVA analysis with software SPSS s, this study found a variety of scenarios in a simulated state, mistakes were significantly affected due to recovery satisfaction, perceived justice also significantly affect the other recovery satisfaction, meaning customer perceived high allocation, highly interactive fair, its recovery satisfaction will increase. In the type of customer, there were up to 75% of the respondents believe that the experiment of customer behavior disorders is a serious service problems. Finally, the implementation of remedial services, satisfaction is high, you can reduce the negative reputation customer behavior and increase positive customer repurchase intentions. Taking these results, corporate body, although not avoid service failure occurs, but can be determined by past customers interact with the company's history, its frequency, the amount of compensation, behavior patterns, characteristics, preferences, do the systematic classification and records, in order to facilitate future when interacting with customers, able to grasp the opportunities of treatment. The principles of consistency, characteristic for blunders to provide appropriate services redress in order to improve customer satisfaction and repurchase intentions. Key words: evil qualitative customer, attribution theory, perceived justice, service remedy, and then repurchase intent, degree of satisfaction