Service Self-assertion Behaviors That Lead to Dissatisfied Customers

• Main Authors: CHIU,I-CHI, 邱翌齊
• Other Authors: Ku, Hsuan-Hsuan
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/32250733921217049434

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.