The Implication of Service Recovery Strategy from Customer Complaint Research

• Main Authors: Lee Yi Ling, 李宜玲
• Other Authors: CHI-YUAN GU
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/13974993880077783110

碩士 === 中原大學 === 企業管理學系 === 88 === To maintain customer relationship and reduce customer complain are more important things in service economy era. Hence, the prime purpose of this research is to develop and integrate the analytical model of consumer complaint behavior and service recovery strategy. First, the Guttman is used to build customer complaint intensity , so that it can distinguish complain people of different complaint intensity. T test and cross analysis is used to find the priority of the service recovery strategy. By statistical analyzing, the major results are as follow: 1. When consumers have the complain, they at most talk to their families, relatives and friends about their dissatisfaction experience at mostly. Next, they boycott and never come back to that store. Only a small number of complain people to take the action in law. 2. High-complain and low-complain people are indifferent in the choice of service recovery strategies. But, both in the priority of service recovery strategy are : immediate--compensation > immediate--psychology > non-immediate--compensation > non-immediate--psychology. Among the strategies, the immediate strategy is better than compensation strategy. For high-complain people to say, non-immediate--compensation and non-immediate--psychology will result in dissatisfaction feelings. For low-complain people to say, non-immediate--psychology will lead to dissatisfaction feelings. 3. Besides telephone and letter to apology, others recovery ways are indifferent to high-complain and low-complain people. By the test of homogeneity of proportions, the research classify twelve recovery ways in effective strategy and ineffective strategy. The effect of immediate strategy is better than to non-immediate strategy.