Is it always good to extend service beyond customer’s expectation? : The dark side of overly service.

• Main Authors: Martin Chen, 陳天才
• Other Authors: Hsuan Hsuan Ku
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/61311288595442302690

碩士 === 東吳大學 === 企業管理學系 === 102 === The idea behind this research is due to the fact that these days marketers and service providers are trying their very best to please their customers. So in order for them to satisfy their customers over and above their expectations they can provide excessive service which can be seen as a good way to improve customer service. But this research is all about the negative impact that excessive service might have on the customers and their overall satisfaction. In order to understand how much is too much this research will analyze customer’s attitude (reactance, reciprocity) and position of the service provider has on the overall satisfaction of the customers when excessive service is provided. A pretest is done first to test the three service level in our study. Then we move into the main research which will try to illustrate the impact of different levels on customer’s satisfaction. The main study will have different service levels with different scenarios in order to widen the scope of the research. Key Words: Overly Service, Reactance, Service Experience, Customer’s Satisfaction.