| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 89 === Service failures occur avoidlessly in a service delivery process and service recov-ery might be adopted to response to the affair. Therefore, this research primarily dis-cusses the effects of the service recovery upon the customer satisfaction and brand eq-uity.
This research targets on college students and retail department stores. Referenced with some relevant literatures, nine distinct situations are concluded upon three different kinds of service failures against three different degrees of service recoveries. Then this research explores customer’s appraises on the customer satisfaction and brand equity. Statistic analysis of one-way ANOVA and regression are used to test the hypotheses of this research.
According to the test result, service recoveries have obvious positive effects on customer satisfaction. Customers will have higher satisfaction if firms have some re-sponses regarding service failures than if they do nothing to the failures. Also, this re-search discovers that customer satisfaction has noticeable effect on brand equity. However, the service recovery a firm adopts to compensate for a service failure will have no effect on the brand equity.
Thus, a firm who pay more attention to customer satisfaction should take appropri-ate actions of service recovery against a service failure. At first, the firm increases their customer satisfaction., but they enhance the brand equity of the corporation at last.
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