| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 101 === Service staff behavior affects the evaluation of customer stores, this study to
investigate the behavior of the staff self-assertion impact on consumer satisfaction.
This study inferred self-assertion service conduct psychological resistance thereby
enabling lower consumer satisfaction. Also, Service failure let consumers have a
negative evaluation because after consumers face a service failure service their
tolerance of self-assertion will decrease and the consumer's psychological resistance
level becomes higher and satisfaction to service person will decline. In this study,
there are two experiments. First experiment is a single-factor experimental design, the
situation occurs in dress shop for consumer. Scenario 1 is service person actions
without self-assertion, Scenario 2 is the service person consumer behavior has
moderate self-assertion, and scenario 3 is excessive self-assertion staff behavior
occurred. Experiment 2 is in the restaurant. Situation one is service person without
any errors, Scenario 2 is the service person make a mistake in the delivery, and
Scenario 3 is the service person not only delayed delivery but also sent to the wrong
meals, after comparing three scenarios can find that the psychological resistance level
and that consumer satisfaction are different.
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