The concept of over service and the effect

• Main Authors: Wan-Lou Chou, 周宛樓
• Other Authors: Yung-Cheng Shen Ph.D
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/08311666095325491039

碩士 === 國立臺灣師範大學 === 管理研究所 === 101 === Summary This study investigated the service industry is booming in the Taiwan market nowadays , the stores in order to make a difference to increasing the consumers so focused on the service quality the usually strengthen many services to attract the customers .But those services may not only not increase customer satisfaction and repurchase intention, but to make the customer feel disgusted. In this study, we use qualitative research to classify four over-service categories, and use SPSS to analysis those four over service’s cost and explore whether the quality of service for over service could enhance customer satisfaction and repurchase intention. We distributed 400 questionnaires and received 311 samples which responded by college students; For this study have the following conclusions: The feedback and information over- services will increase customer psychological costs and time costs, increased psychological and time costs will reduce customer satisfaction and repurchase intention. Politeness and process service not only will not increase the cost and time cost of customer psychology, but has also managed to increase customer satisfaction and repurchase intention.