The Impacts of Service Recovery and Emotional Labor on Brand Hate: Using Perceived Interactional Injustice as a Mediator and Service Failure Severity as a Moderator

• Main Authors: Jui-Ying Hsu, 許芮瑛
• Other Authors: 黃恆獎
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7swaga

碩士 === 國立臺灣大學 === 國際企業學研究所 === 107 === It is difficult for enterprises to avoid mistakes when providing services. Therefore, it is necessary to recover the customer''s evaluation of the brand through compensation measures. This study uses experimental design methods to set the restaurant service failure situation, including three manipulation variables, namely emotional labor, service recovery, and severity of service failure, to explore whether these factors will affect customer perception of perceived interactional injustice and brand hate.From the research results, it is found that when the service failure occurs, the restaurant provides psychological compensation measures, the customer can feel less cognitive unfairness and brand hate; when the service personnel face the customer is a deep acting, the customer will feel less perceived interactional injustice and brand hate. Through the mediation effect check, it is known that perceived interactional injustice has a mediating effect in service failure recovery and emotional labor to brand hatred.