A Study on the relationship between service recovery satisfaction and customer loyalty

• Main Authors: Huan-Chao Huang, 黃煥超
• Other Authors: Yen-Ting Chiu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/56298865486824101108

碩士 === 國立高雄第一科技大學 === 服務科學管理研究所 === 101 === With the growing importance of the service sector, service management is becoming equally important. However, due to service’s special traits of intangibility, indivisibility, variability, and perishability, service providers face particular challenges. Because the "human factor" plays an important role in service delivery, therefore service failure is inevitable. In existing literature on service failure, there is little research so far to investigate how service recovery influences satisfaction and loyalty behavior for high-priced versus low-priced service offerings. This study collected 586 valid questionnaires on high-priced versus low-priced service offerings. After statistical analysis, findings show that the majority of customers have a high expectation towards service recovery, so it is more difficult to meet customers’ high expectations. In high-price service situations, customers do not expect service failures to happen, therefore avoiding service failure altogether is key. If service failures do happen, then delivering a satisfactory recovery service is crucial to customer’s repeat purchase intention. In low-price service situations, customer perception of service recovery are lower due to the cheaper prices, therefore customers are less demanding of the recovery service. Nevertheless, service recovery satisfaction can still increase repeat purchase intention. For low-price self-rendered services, findings show that the relationship between expected recovery service and satisfaction is not significant. The mediation test shows that expected service recovery directly influences customer loyalty. The study concludes with suggestions for service practitioners.