| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 106 === As far as service delivery is concerned, once a service failure occurs, customers may complain. For a company, it is crucial to retain customers with repeat purchases behavior because the cost for a new customer is between 4 to 5 times higher than retaining the original ones. Therefore, a good service recovery can restore the emotion of disappointed and angry customers to be peaceful and satisfied; at the same time, customers would be more confident in the efficacy of crisis management the company made.
The research aimed to understand customers’ expectations towards integrated channel regarding service quality level, service failure level and service recovery and customer intention and also to discuss cognitive components of service quality, service failure and the connection between service recovery and customer attitudes.
Statistical Product and Service Solutions (SPSS) was applied to conduct dada analysis, and Descriptive Statistics and Regression Analysis were the research methods. 300 questionnaires were sent and 200 returned ones were effective. After analysis, the result showed as the followings.
Service failure dealers experienced was distinguished to verify whether or not service recovery from the A company could satisfy the customers’ expectations. In addition, through Empirical validation the results showed that from the dealers’ point of view, the better the initial service quality is, the higher satisfaction from customers will be given; conversely, service recovery has smaller impact to the customers and high service quality can prevent service failure from occurring again.
Regression Analysis was applied to examine the actual impact of service level to service satisfaction. The Standardized Regression Coefficients showed that the better the telephone technical support is, the higher satisfaction is given because the support immediately solves the customers’ problems that is better than customer service which function is listening to complaint and conveying messages and is also simpler than problematic products repaired at the headquarter. As Firnstahl (1989) indicated that customers expect to be served by the frontline staff with competence of immediate problem solving. When they phone for technical support, their expectations should be satisfied.
Keywords: Service Quality, Service Recovery, Consumer Behavior, Integrated Channel.
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