A Study of the Relationships among Brand Identification, Service Recovery and Loyalty

• Main Authors: Hsiu-Chin Tsai, 蔡秀琴
• Other Authors: Yu-Ming Chung , Meng-Chuan Tsai
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/9kp3t3

碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === This study is aimed to investigate the relationships among brand identification, service recovery and loyalty, and to examine the moderating effect of brand identification on the relationship between service recovery and customer loyalty. The car repair and maintenance services shops are the objects of the study. Descriptive statistics, reliability analysis, Pearson’s product moment correlation coefficient, and regression analysis are used to analyze those data gathered. The major findings are as follows： 1. Service proactive recovery strategy has a significant positive effect on the customer loyalty. 2. Service reactive recovery strategy has a significant positive effect on the customer loyalty. 3. Brand identification doesn’t have the moderating effects on the relationships between “service proactive recovery strategy and customer loyalty” and “service reactive recovery strategy and customer loyalty”. Key Words : brand identification, service recovery, loyalty