臺灣博碩士論文加值系統

酒店業是泰國的服務業的主要部門之一，服務是關鍵部門的成功的企業。然而，當顧客感到不滿意的服務，那麼服務補救策略應該得到實施。因此，本研究的目的是通過檢查它的影響，因為有關係的工具，有助於恢復服務的知識越來越多，這對服務補救策略研究研究決定，以解決問題，改變不滿意的消費者的消極態度和留住這些客戶失敗，服務補救，顧客滿意與顧客忠誠的嚴重程度的重要因素，服務補救中起著服務業的重要作用。收集數據通過分發調查問卷，以誰來自亞洲國家，並有五星級酒店在曼谷的負面經驗的遊客，泰國和他們的年齡都在25 - 55歲。本研究的樣本量為400份。研究結果提供的服務補救滿意度由酒店的顧客感知被認為是感知服務恢復質量。研究者可以生成建議從研究變量之間的關係，客戶會發展的滿意度從服務提供商。因此，要保持標準化的服務與專業的工作人員來支持優質的服務為客戶的期望是很重要的。

The hotel industry is one of a major sector of Thailand’s service industry and service is a key sector for successful business. However, when customers feel dissatisfied in the service, then a service recovery strategy should be implemented. Therefore the purpose of this study is to contribute to the growing body of service recovery knowledge by examining its impact as a relationship tool, This research study on service recovery strategies decides to resolve problems, alter negative attitudes of dissatisfied consumers and to retain these customers by the important factors of severity of failure, service recovery, customer satisfaction and customer loyalty that service recovery plays an important role in the service sector. The data was collected by distributing questionnaires to the tourists who come from Asian countries and have a negative experience of the five star hotels in Bangkok, Thailand and their age were between 25 – 55 years old. The sample size of this study was 400 respondents. The research results provided that the perception of service recovery satisfaction by hotels’ customer is considered as perceived quality of service recovery. The researcher could generate suggestion from the relationship among variables in the study as customer would develop satisfaction from the service providers. Therefore, it is important to maintain standardized service with professional staff to support excellent service as customers expect.

CONTENTS
ABSTRACT iii
ACKNOWLEDGEMENT iv
CONTENTS v
LIST OF TABLES ix
LIST OF FIGURES xi
CHAPTER ONE INTRODUCTION - 1 -
1.1 Research Background. - 1 -
1.1.1 Motivation of the Research - 1 -
1.1.2 Introducing hotels in Bangkok - 2 -
1.1.3 The number of international visitors in Thailand. - 3 -
1.2 Research Objectives - 7 -
1.3 Statement of problem - 7 -
1.4 Scope of Research - 7 -
1.5 Limitations of Research - 8 -
1.6 Significance of Study - 8 -
1.7 Definition of Terms - 9 -
1.8 Research structure - 9 -
CHAPTER TWO LITERATURE REVIEW - 11 -
2.1 Definition of Research Constructs - 11 -
2.1.1 Customer Satisfaction - 11 -
2.1.2 Customer loyalty - 12 -
2.1.3 Service Recovery - 12 -
2.1.4 Severity of failure - 13 -
2.2 The interrelationship among research constructs and hypothesis
development - 14 -
2.2.1 The effect of Severity of failure toward Customer Satisfaction - 14 -
2.2.2 The effect of Service Recovery toward Customer Satisfaction - 15 -
2.2.3 The effect of Customer Satisfaction toward Customer loyalty - 16 -
2.3 Previous study - 18 -
2.4 Formation of the conceptual framework - 19 -
2.4.1 The research of consumer reaction to service failure and recovery. - 20 -
2.4.2 The research of customer satisfaction with service recovery - 20 -
2.4.3 The research model of the service recovery paradox - 20 -
2.4.4 The research of customer considerations in service recovery - 21 -
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY - 22 -
3.1 Conceptual Framework - 22 -
3.2 Hypothesis to be tested - 22 -
3.3 Research Instruments - 23 -
3.4 Research Design - 23 -
3.4.1 Research questionnaire - 24 -
3.5 Participants and Procedure - 25 -
3.7 Pre-test - 26 -
3.8 Variables - 26 -
3.9 Data Analysis Procedures - 27 -
3.9.1 Statistical Treatment of Data - 27 -
3.9.2 Interrelationships between Research Variables - 28 -
CHAPTER FOUR DESCRIPTIVE AND RELIABILITY ANALYSIS - 29 -
4.1 Descriptive analysis - 29 -
4.1.1 Data collection - 29 -
4.1.2 Demographic of Respondents - 30 -
4.1.3 Measurement results of relevant variables - 32 -
4.2 Independent Sample t-test - 34 -
4.2.1 The difference in Severity of failure between gender - 34 -
4.2.2 The difference in Service recovery between gender - 34 -
4.2.3 The difference in customer satisfaction between gender - 35
4.2.4 There difference in customer loyalty between gender - 35 -
4.3 One-way Analysis of Variance (ANOVA) - 35 -
4.3.1 Customer satisfaction among group of respondents’ age. - 36 -
4.3.2 Customer loyalty among group of respondents’ age. - 36 -
4.3.3 Customer satisfaction among education level - 37 -
4.3.4 Customer loyalty among education level - 37 -
4.3.5 Customer satisfaction among monthly income - 38 -
4.3.6 Customer loyalty among monthly income - 39 -
4.4 Simple linear regression - 39 -
4.4.1 The effect of Severity of failure on Customer satisfaction (H1) - 39 -
4.4.2 The effect of Service recovery on Customer satisfaction (H2) - 40 -
4.4.3 The effect of Customer satisfaction on Customer loyalty (H3) - 41 -
4.5 The correlation analysis on framework variable - 42 -
4.5.1 The correlation for severity of failure and customer satisfaction - 42 -
4.5.2 The correlation for service recovery and customer satisfaction - 42 -
4.5.3 The correlation for customer satisfaction and customer loyalty. - 43 -
4.5.4 Research result and discussion - 43 -
CHAPTER FIVE RESULTS AND DISCUSSION - 45 -
5.1 Research Conclusion - 45 -
5.2 Suggestions and Implications - 46 -
5.3 Limitations and Recommendations - 46 -
REFERENCES - 48 -
APPENDICES - 51 -
Appendix 1A: Preliminary draft of the questionnaire (English Version) - 51 -
Appendix 1B: Preliminary draft of the questionnaire (Chinese Version) - 56 -
Appendix 2A: Final Revised questionnaire (English Version) - 61 -
Appendix 2B: Final Revised questionnaire (Chinese Version) - 66 -




Table 1-1 The name list of five star hotels in Bangkok 2
Table 4-1 List of the five stars hotel by respondents. 30
Table 4-2 Demographic of respondents 31
Table 4-3 Descriptive analysis for questionnaire variables 33
Table 4-4 Results of difference in Severity of failure between gender 34
Table 4-5 Results of difference in service recovery between gender 34
Table 4-6 Results of difference in customer satisfaction between gender 35
Table 4-7 Results of difference in customer loyalty between gender 35
Table 4-8 Customer satisfaction among group of respondents’ age. 36
Table 4-9 Customer loyalty among group of respondents’ age 36
Table 4-10 Customer’s satisfaction among education level 37
Table 4-11 Customer’s loyalty among education level 37
Table 4-12 Customer satisfaction among monthly income 38
Table 4-13 Customer loyalty among group of respondents’ income 38
Table 4-14 The influence of Severity of failure on Customer satisfaction 39
Table 4-15 The influence of Service recovery on Customer satisfaction 40
Table 4-16 The influence of Customer satisfaction on Customer loyalty 41
Table 4-17 The correlation for severity of failure and customer satisfaction 41
Table 4-18 The correlation for service recovery and customer satisfaction 42
Table 4-19 The correlation for customer satisfaction and customer loyalty 42
Table 5-1 Hypotheses and results of empirical test 44

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