由於在服務傳遞的過程中，服務失誤的產生在所難免，想要確保達到百分之百「零失誤」的境界，委實不太可能。然而，企業所提供之服務一旦發生了失誤，不但會影響個別顧客的滿意度，更會影響顧客對企業的整體滿意度，並產生了包括負面口碑、不願再前往消費的收益損失等負面效應。但若顧客在歷經服務失誤之後若有良好的服務補救，其補救後滿意度，有可能大於或等於失誤未發生前，故相對於不滿意且不去抱怨的顧客，良好的服務補救給予公司彌補服務失誤的機會；進而提昇顧客補救後滿意度，減少顧客流失。
然而，消費者大都認為形象愈佳之企業，其服務補救行動應該也會愈好，但根據服務品質之期望－實際比較理論推論，此應會使消費者對未實施前之服務補救產生過高的期望(expectation)，進而產生“企業形象高、補救後滿意度低”之矛盾現象。本研究擬採實驗法進行研究，調查不同形象之旅館與金融服務業，結果發現企業形象(corporate image)將透過消費者之服務補救期望，進而對其補救後滿意度產生顯著影響。企業若能清楚了解此種關係之存在，將有利服務設計之規劃與執行，並提昇顧客整體滿意度。

Understanding the role of corporate image in the customer retention decision is a key issue, however, it has received little attention in the service marketing area. Most customers consider that the corporate with better image usually takes better service re-covery measures. According to disconfirmation of expectation theory, however, better corporate image actually makes customers produce over-exceeding recovery expecta-tions process and leads to lower postrecovery satisfaction.
This research uses experiment framework with totally 18 groups to investigate two different kinds of corporate images against three different degrees of service failures and recoveries. In summary, the results show that corporate image is positively related to recovery expectations. In turn, corporate image and recovery expectations have sig-nificant impact on postrecovery satisfaction.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 11
　　第一節　　企業形象．．．．．．．．．．．．．．． 11
　　第二節　　服務失誤．．．．．．．．．．．．．．． 21
　　第三節　　服務補救．．．．．．．．．．．．．．． 31
　　第四節　　服務補救期望．．．．．．．．．．．．． 41
第五節　　服務補救後滿意度．．．．．．．．．．． 45
第三章　　研究方法．．．．．．．．．．．．．．．．． 54
　　第一節　　研究架構．．．．．．．．．．．．．．． 54
　　第二節　　變數之操作性定義．．．．．．．．．．． 55
　　第三節　　研究假設．．．．．．．．．．．．．．． 57
　　第四節　　研究設計．．．．．．．．．．．．．．． 64
　　第五節　　問卷設計．．．．．．．．．．．．．．． 68
　　第六節　　信度與效度分析．．．．．．．．．．．． 70
第七節　　樣本研究及資料蒐集．．．．．．．．．． 71
第八節　　統計分析方法．．．．．．．．．．．．． 72
第四章　　資料分析．．．．．．．．．．．．．．．．． 73
　　第一節　　回收樣本統計資料．．．．．．．．．．． 73
第二節 企業形象對服務補救期望與補救後滿意度影響之分析．．．．．．．．．．．．．．． 76
第三節 服務失誤嚴重度對補救後滿意度影響之分析 80
第四節 服務補救方式對補救後滿意度影響之分析． 85
第五節 服務失誤嚴重度與服務補救方式對補救後滿意度影響之分析．．．．．．．．．．．． 88
第六節 企業形象、服務失誤嚴重度與服務補救方對補救後滿意度影響之分析．．．．．．．． 91
第五章　　結論與建議．．．．．．．．．．．．．．．． 103
　　第一節　　研究假設之成立情形．．．．．．．．．． 103
　　第二節　　研究意涵．．．．．．．．．．．．．．． 104
　　第三節　　管理實務建議．．．．．．．．．．．．． 106
　　第四節　　研究限制及未來研究方向．．．．．．．． 111
參考文獻　．．．．．．．．．．．．．．．．．．．．． 114
附錄　　研究問卷．．．．．．．．．．．．．．．．．． 134

一、中文部分
李成嶽(1992)，如何永遠贏得顧客，台北：中國生產力中心。
林育卉(2000)，企業形象、顧客滿意與品牌權益關係之研究－以連鎖便利商店為例，私立銘傳大學管理科學研究所未出版之碩士論文。
許士軍(1983)，現代行銷管理，台北：商務印書館。
陳曉天(2000)，服務補救、公平認知與顧客態度關係之研究－以航空業為例，私立中國文化大學國際企業管理研究所未出版之博士論文。
黃俊英(1999)，企業研究方法，台北：東華書局。
葉文華(1995)，銀行顧客對新銀行企業形象知覺與期望差距之研究，國立政治大學企業管理研究所未出版之碩士論文。
鄧貴卉(1999)，社會責任、公司形象、服務品質與顧客忠誠度之相關性研究：以壽險業為例，國立中正大學企業管理研究所未出版之碩士論文。
蘇森榮(1980)，速食連鎖業市場區隔與企業形象定位之研究，交通大學管理科學研究所未出版碩士論文。
鄭紹成(1997)，服務業服務補救、挽回服務與顧客反應之研究，私立中國文化大學國際企業管理研究所未出版之博士論文。
賴其勛(1997)，消費者抱怨行為、抱怨後行為及其影響因素之研究，國立台灣大學商學研究所未出版之碩士論文。
謝安田(1998)，企業研究方法論(再版)，台北：著者發行。
二、英文部分
Abratt, R. (1989). A new approach to the corporate image management process. Journal of Marketing Management, 5(1), 63-76.
Anderson, J. C., & Narus, J. A. (1990). A model of distrubutor firm and manufacturer firm working partnerships. Journal of Marketing, 54(4), 42-58.
Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29(2), 18-34.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
Andreassen, T. W. (1998). Antecedents to satisfaction with service recovery. European Journal of Marketing, 34(1), 156-175.
Andreassen, T. W., & Lindested, B. (1998). The effect of coporate image in the formation of customer loyalty. Journal of Service Research, 19(1), 82-92.
Alexander, S., & Ruderman, M. (1987). The role of procedual and distributive justice in organizational behavior. Social Justice Research, 1(2), 177-198.
Aulakh, P. S., Kotabe, M., & Sahay, A. (1996). Trust and perfor- mance in cross-border marketing partnerships: A behavioral approach. Journal of International Business Studies, 27(5), 1005-1053.
Austin, W. G. (1979). Justice, freedom and self-interest in intergroup relations. In W. G. Austin & S. Worchel (Eds.). The social psychology of intergroup relations (pp. 20-37). Belmont, California: Brooks Cole.
Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management Review, 32(4), 94-104.
Bayton, J. A. (1959). Researching the corporate image. Public Relation, 4(10), 3-8.
Bejou, D., & Palmer, A. (1998). Service failure and loyalty: An exploratory empirical study of airline customers. Journal of ser- vice Marketing, 12(1), 7-22.
Berry, L. (1994). On great service. New York: The Free Press.
Berry, L., & Parasuraman, A. (1991). Marketing service. New York: The Free Press.
Bitner, M. J. (1990). Evaluating service encounters: The effect of physical surroundings and employee responses. Journal of Marketing, 54(4), 69-82.
Bitner, M. J., Boom, B. M., & Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71-85.
Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: The employee’s viewpoint. Journal of Marketing, 58(10), 95-106.
Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1993). The effects of perceived justice on negative word-of-mouth and repatronage intentions. Journal of Retailing, 69(4), 399-428.
Blodgett, J. G., Wakefield, K. L., & Barnes, J. H. (1995). The effects of consumer service on consumer complaining behavior. Journal of Service Marketing, 9(4), 31-42.
Bolton, R. N., & Drew, J. H. (1991). A multistage model of consumers’ assessments of service quality and value. Journal of Consumer Research, 17(3), 375-384.
Boshoff, C. (1997). An experimental study of service recovery options. International Journal of Service Industry Management, 8(2), 110-130.
Boshoff, C. (1999). RECOVSAT: An instrument to measure satis- fation with transaction-specific service recovery. Journal of Service Research, 1(3), 236-249.
Boulding, K. E. (1956). The image: Knowledge in life and society. New York: The University of Michigan Press.
Brown, S. W. (1997). Service recovery through IT: Complaint hankling will differentiate firms in the future. Marketing Management, 6(3), 25-27.
Brown, S W., & Swartz, T. A. (1989). Gap analysis of professional service quality. Journal of Marketing, 53(4), 92-98.
Cadotte, E. R., Woodruff, R. B., & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Mar- keting Research, 24(2), 305-314.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 24(8), 244-249.
Christo, B. (1997). An experimental study of service recovery option. International Journal of Service Industry Management, 8(4), 110-130.
Churchill, G. A., Jr., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(11), 491-504.
Clark, G. L., Kaminski, P. F., & Rink, D. R. (1992). Consumer complaints: Advice on how companies should respond based on an empirical study. Journal of Services Marketing, 6(1), 41-50.
Clemmer, E. C., & Schneider, B. (1996). Fair service. Advances in Services Marketing and Management, 5(4), 109-126.
Clow, K. E., Kurtz, D. L., & Ozment, J. (1998). A longitudinal study of the stability of consumer expectations of services. Journal of Business Research, 42(1), 63-73.
Conlon, D. E., & Murry, N. M. (1996). Customer perception of corporate responses to product complaints: The role of explanations. Academy of Management Journal, 39(3), 140-156.
Cook, T. D., & Campbell, D. T. (1979). Quasi-experiment: Design and analysis issues for field settings. Boston, Massachusetts: Houghton Mifflin.
Cronin, J. J., & Taylor, J. H. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(6), 55- 68.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in service selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-80.
Davis, M. M., & Heineke, J. (1994). Understanding the roles of the customer and the operation for better queue management. International Journal of Operations & Production Management, 14(5), 21-34.
Day, R. (1977). Extending the concept of consumer satisfaction. Advances in Consumer Research, 4(1), 159-154.
Day, R. L., & Landon E. L. (1977). Toward a theory of consumer complaining behavior. In A. G. Woodside, J. N. Sheth, & P. D. Bennett (Eds.), Consumer and industrial buying behavior (pp. 425-432). New York: North-Holland, 425-432.
Day, R. L. (1980). Research perspectives on consumer complaining behavior. In C. Lamb, & P. Dunne (Eds.), Theoretical developments in marketing. Chicago: American Marketing Association.
Desatnick, R. L. (1988). Managing to keep the customer. Boston: Houghton Mifflin.
Dichter, E. (1985). What''s in an image. The Journal of Consumer Marketing, 2(1), 75-81.
Dowling G. R. (1988). Measuring corporate images: A review of alternative approaches. Journal of Business Research, 17(8), 27-34.
Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Engel, C. T., Blackwell, R. D., & Miniard, P. W. (1993). Consumer behavior (7th ed.). New York: The Dryden Press.
Etzel, M. J., & Silverman, B. I. (1988). A managerial perspective on directions for retail customer dissatisfaction research. Journal of Retailing, 57(3), 124-136.
Firnstahl, T. W. (1989). My employees are my service guarantees. Harvard Business Review, 24(4), 4-8.
Fisk, R. P., Brown, S. W., & Bitner, M. J. (1993). Tracking the evolution of the service marketing literature. Journal of Retailing, 69(1), 61-103.
Folkes, V. S. (1984). Consumer reactions to product failure: An attributional approach. Journal of Consumer Research, 10(3), 398-409.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 55(1), 1-22.
Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer management: A theoretical analysis. Journal of Marketing, 24(11), 337-346.
Garbarino, E., & Johnson, S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(4), 70-87.
Gilly, M. C. (1987). Post complaint processes: From organizational response to repurchase behavior. Journal of Consumer Affairs, 21(2), 293-313.
Gilly, M. C., & Gelb, B. D. (1982). Post-purchase consumer processes and the complaining consumer. Journal of Consumer Research, 9(12), 323-328.
Goodwin, C., & Ross, I. (1990). Consumer evaluations of responses to complaints: What’s fair and why. The Journal of Consumer Marketing, 7(2), 39-47.
Goodwin, C., & Ross, I. (1992). Consumer responses to service failure: Influence of procedural and interactional fairness perception. Journal of Business Research, 25(1), 149-163.
Golden, L. L., Albaum, G., & Zimmer, M. (1987). The numerical comparative scale: An economical format for retail image measurement. Journal of Retailing, 63(4), 393-411.
Greenberg, J. (1990). Organizational justice: Yesterday, today and tomorrow. Journal of Management, 16(2), 399-432.
Griffin¸ A., Gleason G., Preiss, R., & Shevenaugh, D. (1995). Best practices for customer in manufacturing firms. Sloan Manage-　ment Review, 36(3), 87-98
Gronroos, C. (1984). A service quality model and its marketing implication. European Journal of Marketing, 18(4), 36-44.
Gronroos, C. (1988). Service quality: The six criteria of good per- ceived service quality. Review of Business, 9(3), 10-13.
Grummesson, E. (1994). Making relationship marketing operational. International Journal of Service Industry Management, 5(5), 5-20.
Halstead, D., Morash, E. A., & Ozment, J. (1996). Comparing objective service failures and subjective complaints: An investigation of domino and halo effects. Journal of Business Research, 36(2), 107-115.
Hart, C. W. L., Heskett, J. L., & Sasser, W. E., Jr. (1990). The profitable art of service recovery. Harvard Business Reviews, 68(4), 148-156.
Hastak, M., & Olson, J. C. (1989). Assessing the role of brand-related cognitive responses as mediators of communication effects on cognitive structure. Journal of Consumer Research, 15(1), 444-456.
Heide, J. B., & John, G. (1992). Do norms matter in marketing relationships? Journal of Marketing, 56(4), 32-44.
Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. In H. K. Hunt (Ed.), The conceptualization of consumer satisfaction and dissatisfaction (pp. 459-460). Cambriage, Massachusetts: Marketing Science Institude.
Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Bussiness Review, 79(6), 164-174.
Hirschman, E. C., Greenberg, B., & Robertson, D. H. (1978). The intermarket reliability of retail image research: An empirical examinztion. Journal of Retailing, 54(1), 3-12.
Hoffman, K. D., Kelly, S. W., & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of Service Marketing, 9(2), 49-61.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York: John Wiley and Sons Inc.
Huppertz, J. W., Arenson, S. J., & Evans, R. H. (1978). An application of equity theory to buyer-seller exchange situations. Journal of Marketing Research, 15(5), 250-260.
John, S. E., Jesse, S. C., Joseph, V. M. G., & Gall, M. W. (1985). Deepening the understanding of hospital patient satisfaction: fulfillment and equity effects. Journal of Health Care Mar- keting, 5(3), 7-18.
Johnston, T. C., & Hewa, M. A. (1997). Fixing service failures. Indus- trial Marketing Management, 26(5), 467-473.
Jones, T. O., & Sasser, J. R. (1995). Why satisfied customer defect. Harvard Business Review, 85(2), 88-99.
Katz, K. L., Larson, B. M., & Larson, R. C. (1991). Prescription for the waiting-in-line blues: Encertain, enlighten and engage. Slon Management Review, 32(2), 44-53.
Keavency, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59(4), 71-82.
Kelley, S. W. (1992). Developing customer orientation among service employees. Journal of the Academy of Marketing Science, 20(1), 27-36.
Kelley, S. W. (1993). Discretion and the service employee. Journal of Retailing, 69(1), 104-126.
Kelley, S. W., & Davis, M. A. (1994). Antecedents to consumer expectation for service recovery. Journal of the Academy Marketing Science, 22(1), 52-61.
Kelly, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failures and recoveries. Journal of Retailing, 69(4), 429-452.
Kennedy, S. H. (1977). Nuturing corporate images. European Journal of Marketing, 11(2), 120-164.
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 6(4), 48-64.
Kotler, P. (1997). Marketing management: Analysis, planning, implemention and control (9th ed.). New Jersey: Prentice Hall.
Kurtz, D. L., & Clow, E. K. (1991). A model for evaluating service quality. Journal of Marketing Management, 1(3), 51-60.
Loudon, D. L., & Bitta, A. J. (1998). Consumer behavior: Concepts and applications (4th ed.). New York: McGraw-Hill.
Lovelock, C. H. (1994). Product plus. New York: McGraw-Hill.
Lowary, J. R. (1983). Retail management. Ohio: South-Western.
Mazursky, D., & Jacoby, J. (1986). Exploring the development of store images. Journal of Retailing, 62(2), 145-165.
McCollough¸ M. A., & Bharadwaj, S. G. (1992). The recovery paradox: An examination of consumer satisfaction in relation to disconfirmation, service quality, and attribution-based theories. Marketing Theory and Application, 65(4), 102-107.
McCollough, M. A., Berry L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), 121-137.
Megehee, C. (1994). Effects of experience and restitution in service failure recovery. In R. Achroll & J. Mitchell (Eds.), Enhancing knowledge development in marketing, proceedings of AMA marketing educators conference, 5 (pp. 210-216). Chicago: American Marketing Association.
Mohr, L. A., & Bitner, M. J. (1995). The role of employee effort in satisfaction with service transaction. Journal of Business Re- search, 32(3), 239-252.
Morf, D. A., Michael, G. S., & Scott, J. V. (1999). A survey of ethics officers in large organizations. Journal of Business Ethics, 20(1), 265-271.
Nguyen, N., & LeBlanc, G. (1998). The mediating role of corporate image on customers’ retention decisions: An investigation in financial services. International Journal of Bank Marketing, 16 (2), 52-65.
Oliver, R. L. (1980). A cognitive model of the antecedents and con- sequences of satisfaction decision. Journal of Marketing, 17 (11), 460-469.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3).
Oliver, R. L. (1997). Satisfaction: A behavioural perspective of the consumer. New York: McGraw-Hill.
Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgement. Journal of Consumer Research, 14(3), 495-507.
Oliver, R. L., & Swan, J. E. (1989). Consumer perceptions of inter- personal equity and satisfaction in transactions: A field survey approach. Journal of Marketing, 53(4), 21-35.
Ostrom, A., & Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59(1), 17-28.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implication for future research. Journal of Marketing, 48(3), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Understanding customer expectations of service. Sloan Management Review, 32(3), 39-48.
Paul, P. J. and Olson, J. C. (1987). Consumer behavior: Marketing strategy perspectives. New York: Richard D. Irwin Inc.
Power, C. (1991, November, 30). Value marketing: Quality, service, and fair pricing are the keys to selling in the 90s. Business Week, 11(4), 132-140.
Power, C. (1992, August 21). Smart selling: How companies are winning over today’s tougher customer. Business Week, 8(3), 46.
Price, L. L., Arnould, E. J., & Tierney P. (1995). Going to extremes: Managing service encounters and assessing provider performance. Journal of Marketing, 59(4), 83-97.
Ramsey, R. P., & Sohi, R. S. (1997). Listening to your customers: The impact of perceived salesperson listening behavior on relation- ship outcomes. Journal of the Academy of Marketing Science, 25(2), 127-137.
Reichheld, F. F. (1993). Loyalty-based management. Harvard Busi- ness Review, 71(2), 64-73.
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to service. Harvard Business Review, 68(5), 105-111.
Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(4), 68-78.
Richins, M. L. (1987). Loyalty-based management. Harvard Business Review, 71(2), 64-73.
Robertson, T. S., & Gatignon H. (1986). Competitive effects on technology diffusion. Journal of Marketing, 50 (3), 1-12.
Rossello¸ B. (1997). Customer service superstars. ABA Banking Jour- nal, 89(10), 96-104.
Schumann, D. M., Jan, M. H., & Susan. W. (1991). Corporate advertising in America: A review of published studies on use, measurement, and effectiveness. Journal of Advertising, 4(9), 35-56.
Schweikhart, S. B., Strasser, S., & Kennedy, M. R. (1993). Service recovery in healthy service organizations. Hospital & Healthy Service Administration, 38(1) 3-21.
Shapiro, C. (1983). Premiums for high quality products as returns to reputation. Quaterly Journal of Economics, 98(11), 659-679.
Shapiro, D. L., Buttner, E. H., & Barry, B. (1994). Explanations: What factors enhance their perceived adequacy? Organizational Behavior and Human Decision Processes, 58(3), 346-368.
Singh, J. (1988). Consumer complaint intentions and behavior: Definitional and taxonomical issues. Journal of Marketing, 52(1), 93-107.
Singh, J. (1990). Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(1), 1-15.
Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgements. Journal of Aca- demy of Marketing Science, 24(1), 150-167.
Singh, J., & Wilkes, R. E. (1996). When consumers complain: A path analysis of the key antecedents of consumer complaint response estimates. Journal of the Academy of Marketing Science, 24(4), 350-365.
Smith, A. K., & Bolton, R. N. (1998). An experimental investigation of customer reactions to service failure and recovery encounter: Paradox or peril? Journal of Service Research, 36(8), 65-81.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of cus- tomer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(8), 356-372.
Sobol, M. G., & Farrelly, G. (1988). Corporate repution: A function of relative size or financial performance? Review of Business & Economic Research, 24(3), 45-59.
Spector, P. (1961). Basic dimension of the corporate image. Journal of Marketing, 25(6), 47-51.
Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service re- covery: Impact on satisfaction and intentions. Journal of Service Marketing, 9(1), 15-23.
Swan, J. E., & Mercer, A. A. (1982). Consumer satisfaction as a function of equity and disconfirmation. In H. Keith Hunt & R. L. Day (Eds.), Conceptual empirical contributions to consumer satisfaction and complaining behavior (pp. 2-8). Bloomington, Indiana: Indiana University School of Business.
Tax, S. S., & Brown, S. W. (1998). Recovering and learning from service failure. Sloan Management Review, 55(4), 75-88.
Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluation of service complaint experience: Implications for relationship marketing. Journal of Marketing, 62(4), 60-77.
Tellis, G. J., & Fornell, C. (1988). The relationship between advertising and product quality over the product life cycle: A contingency theory. Journal of Marketing Research, 25(2), 64-71.
Tse, D. K., & Wilton, P. C. (1988). Model of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(5), 204-212.
Walters, C. G. (1978). Consumer behavior: A integrated framework. New York: Richard D. Irwin Inc.
Webster, C., & Sundaram, D. S. (1998). Service consumption criti- cality in failure recovery. Journal of Business Research, 41(2), 153-159.
Westbrook, R. A., & Oliver, R. L. (1981). The dimensionality of consumer emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(6), 84-91.
Woodruff, R. B. (1993). Developing and applying consumer satisfaction knowledge: Implication for future research. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Be- havior, 12(2), 1-11.
Woodruff, R. B., Ernest, R. C., & Roger, L. J. (1983). Modeling consumer satisfaction process using experience-based norms. Journal of Marketing Research, 24(8), 258-270.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12.
Zemke, R., & Bell, C. (1990). Service recovery: Doing right in second time. Training, 27(6), 42-48.