臺灣博碩士論文加值系統

Nowadays keeping and developing relationships with current customers is a key business strategy. As a result, most restaurants attempt to deliver first-class service in order to enhance customer satisfaction and loyalty. However problems and complaints seem to occur over a lifetime of customer relationships. In general, service failure is inevitable; it can negatively affect the satisfaction and loyalty of customers. Therefore, service recovery strategy has always been considered a valuable tool to complement customer satisfaction in restaurant.
The purpose of this study is (1) to examine the difference of customers’ satisfaction in recovery when they received different levels of dimension fairness in numerous service failures; (2) to test the effect of service recovery on the customer loyalty and satisfaction in numerous service failures and recoveries context.
The study employed scenario experimented with three dimensions of fairness manipulated at eight levels each. Online survey (160 copies) and paper-based survey (480 copies) were distributed. Total respondents are 640 people. All respondents were regular restaurant customers.
The result indicates several findings. Different level compensation of the recovery has a significant influence on majority of outcome variables. Other findings were found related to the customers’ prior experience with failure and recovery. In a casual restaurant, customers who experience service failure and recovery at the first time reported a higher satisfaction with service provider than who experiences service failure and recovery at the second time regardless of received different levels of compensation in service recovery. However, in a luxury restaurant, the report is in contrast with casual restaurant.
The contributions of this study can be divided into two main points. First, this research provided the insights into the customer’s reaction to numerous service failures, although a service failure might negatively affect customers’ relationship with the service provider, effective service recovery reinforced attitudinal and behavioral outcomes. Second, managers are also advised to view service recovery efforts not only as a strategy to recover customers’ immediate satisfaction but also as a relationship tool to provide customers confidence that ongoing relationships are beneficial to them.

Nowadays keeping and developing relationships with current customers is a key business strategy. As a result, most restaurants attempt to deliver first-class service in order to enhance customer satisfaction and loyalty. However problems and complaints seem to occur over a lifetime of customer relationships. In general, service failure is inevitable; it can negatively affect the satisfaction and loyalty of customers. Therefore, service recovery strategy has always been considered a valuable tool to complement customer satisfaction in restaurant.
The purpose of this study is (1) to examine the difference of customers’ satisfaction in recovery when they received different levels of dimension fairness in numerous service failures; (2) to test the effect of service recovery on the customer loyalty and satisfaction in numerous service failures and recoveries context.
The study employed scenario experimented with three dimensions of fairness manipulated at eight levels each. Online survey (160 copies) and paper-based survey (480 copies) were distributed. Total respondents are 640 people. All respondents were regular restaurant customers.
The result indicates several findings. Different level compensation of the recovery has a significant influence on majority of outcome variables. Other findings were found related to the customers’ prior experience with failure and recovery. In a casual restaurant, customers who experience service failure and recovery at the first time reported a higher satisfaction with service provider than who experiences service failure and recovery at the second time regardless of received different levels of compensation in service recovery. However, in a luxury restaurant, the report is in contrast with casual restaurant.
The contributions of this study can be divided into two main points. First, this research provided the insights into the customer’s reaction to numerous service failures, although a service failure might negatively affect customers’ relationship with the service provider, effective service recovery reinforced attitudinal and behavioral outcomes. Second, managers are also advised to view service recovery efforts not only as a strategy to recover customers’ immediate satisfaction but also as a relationship tool to provide customers confidence that ongoing relationships are beneficial to them.

ACKNOWLEDGEMENT………………………………………………. I
ABSTRACT…………………………………………………………….. II
LIST OF FIGURES……………………………………………………VII
LIST OF TABLE……………………………………………………...VIII

CHAPTER ONE: INTRODUCTION………………………………….1
1.1 Background of the Research………………………………………1
1.2 Purpose of the Research…………………………………………...3
1.3 Research Objectives and Research Question……………………...4
1.4 Organization of the Research……………………………………...4

CHAPTER TWO: LITERATURE REVIEW………………………...6
Introduction
2.1 Luxury Restaurant and Casual Restaurant…………………...……6
2.2 Service Failure and Service Recovery…………………………….7
2.2.1 Service Failure………………………………………………7
2.2.2 Service Recovery……………………………………………9
2.2.2.1 Service Recovery from Customers’ Perspective……9
2.2.2.2 Service Recovery from Firm’s Perspective……….10
2.3 Effects of Service Recovery on Customer Satisfaction……….....11
2.3.1 The Definition of Customer Satisfaction……………….….11
2.3.2 Effect of Service Recovery on Customer Satisfaction……..13
2.4 Effects of Service Recovery on Customer Loyalty…...……..…...13
2.4.1 The Definition of Customer Loyalty…………………….....13
2.4.2 Effect of Service Recovery on Customer Loyalty…………14
2.5 Theoretical Background of Service Failure and Recovery ……...15
2.5.1 Prospect Theory……………………………………………15
2.5.2 Equity Theory………………………………………………16
2.6 Dimensions of Fairness……….…………….……………………16
2.6.1 Distributional Fairness……………….……….……………17
2.6.2 Procedural Fairness………………….……….…………….18
2.6.3 Interactional Fairness………………………………………18
2.7 The Compensation Strategy and Service Recove..………………18
2.8 Hypothesis Development………..……………….………………19

CHAPTER III: RESEARCH METHODLOGY…………………….23
3.1 Research Design……..…………………………………….……..23
3.1.1 Service Failure Scenarios………………………………….26
3.1.2 Service Recovery Scenarios……………………….………27
3.1.3 Manipulation Check……………………………….………30
3.2 Measurement of Variables ………………………………..……..30
3.2.1 Measuring Fairness…………………………………….…..30
3.2.2 Measuring Customer Satisfaction………………………….31
3.2.3 Measuring Customer Loyalty………………………………32
3.3 Questionnaire…….………………………………………………32
3.4 Analytical Procedures………….………………………………...35
3.5 Sampling Design and Participants……………………………….38
CHAPTER IV: ANALYSIS AND RESULTS………………………..39
4.1 Preliminary Analysis………..……….………………..………….39
4.2 Compare Means……………………………………………..…...41
4.3 Tests of Research Hypothesis………….………………………...43
CHAPTER V: CONCLUSIONS……………………………………...53
5.1 Discussion…..……………………………………………………53
5.2 Managerial Implications...……….……………………….………54
5.3 Limitations…...……………………………………………….….56
5.4 Future Research…………………………………………………..57

REFERENCES………………………………………………………….58

APPENDIX……………………………………………………………..67
APPENDIX A…………………………………………………………..67
APPENDIX B…………………………………………………………..75
APPENDIX C…………………………………………………………..83
APPENDIX D…………………………………………..………………96

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