| Summary: | 碩士 === 國立中央大學 === 企業管理學系 === 103 === This study attempts to investigate brand perception how to moderate online services recovery affect customer perceived value. By integrating past literatures, we developed a systematic two-level framework which includes the organizational and customer levels, in order to do a detailed discussion of the overall service recovery process research and customer awareness by included the overall organizational level of brand equity, personal level of brand identity and commitment. The present study employs hierarchical liner modeling to assess the hypotheses. In total, 478 surveys were distributed, and a total of 353 valid samples were retrieved from 30 online brands in Taiwan (a valid response rate of 74%).
Service failures and recovery has been an important issue recent years, coupled with the recent flourish of B2C e-commerce, in such a competitive environment, quality service and build customer brand is the key question of factors. The first part of this study was to explore the effects of different recovery ways to customer perceived value; the second part is to explore the moderated role of brand equity between service recovery (apology, courtesy, compensation, speed of response) and customer perceived value. The third part is to explore the moderated role of brand identity, brand commitment between service recovery (apology, courtesy, compensation, speed of response) and customer perceived value. Last part is to explore the effects of customer perceived value to service recovery satisfaction.
In this study, the contribution is divided into four parts, the first, service recovery (apology, courtesy, compensation, response speed) are able to positively affect customer perception equity. Second, brand equity would negatively moderate the effects of courtesy and compensation to customer perceived value. Third, high-level customer brand identity would negatively moderate the relationship between courtesy, compensation and customers perceived value, and the individual-level customer brand commitment would weaken the relationship between apology, courtesy and speed of response and customers perceived value. Fourth, the use of cross-level hierarchical linear model analysis to accurately measure the relationship between the organization and its customers. This methodology contributes and advances the field of service recovery.
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