A study on the Strategy of Service Recovery in Automobile Industry-A case of X-brand Customers Appeal to the Consumer Protection Officer

• Main Authors: YU-HUI KUO, 郭玉惠
• Other Authors: Yu-Shih Lee
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8z245n

碩士 === 中原大學 === 企業管理研究所 === 106 === As long as there is service, there will be mistakes. After the service failure occurred, to have appropriate remedial measures, to improve customer satisfaction, effectively maintain customers and avoid customer churn, reduce customer complaints and the possibility of negative word of mouth. But in some cases, after service failure Causes customers to make public complaints or complaints to a third unit.(e.g : Consumer protection officer, news media, public opinion representative ... and other pipelines) In this study, the case of customer complaints from automobile industry customers to consumer protection officers was analyzed, discuss what types of service failures are occurring, after service recovery, customer to service remedy result depends on cognitive fairness, from the perspective of "fairness of result", "fairness of procedure" and "fairness of interaction" to assess whether they have obtained fair remedy. Make a decision whether to appeal to the Consumer Protection officer. In addition to remedial strategy, through active service remediation proactive strategy to effectively reduce the occurrence of service failures. The results of this study can be found that enterprises need to strengthen staff training, improve the problem-solving ability to avoid due to service personnel failure. And the service error occurs, has the appropriate remedial, lets the customer feel and the cognition obtains the fair treatment, has the opportunity to reduce the customer to complain to the third unit important key. The results obtained from this research can be used as a reference for service industry practitioners, and can also be used as a basis for the follow-up services failure and service remediation.