| Summary: | 碩士 === 中國科技大學 === 企業管理系 === 103 === The importance of TV shopping increases in everyday life. TV shopping has entered a highly competitive era and has become the favorite of Taiwan's non-store marketing. In addition to increase sales by expanding the source of customers, TV shopping practitioner may increase profits by retaining the existing customers . However, it is hard to avoid the service failure occurring during the transaction. It has become the very important issues to TV shopping management practitioner about how to use the effective service recovery strategies to correct mistakes and the appropriate remedy to enhance customer satisfaction, avoid the loss of customers and reduce the possibility of occurrence of customer complaints and negative word of mouth. Nevertheless, it is rare to study the service recovery for television shopping. In view of this, the research objects focuses on the customers not being dissatisfied with the service quality of TV shopping channel. First, the research investigates the types of TV shopping mistakes and whether the interaction of remediation strategies provided by TV shopping channel operators affects the customer loyalty. Then, the research explores the relationship between service mistake and remedial effect and the direction customers desire for improvement.
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