| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 89 === Due to the variety of customers'' need and the variation of services, service failure is considered as a matter of the inevitable issue. If dealing with service failure properly, not only can the enterprise recover the customers'' satisfaction, create higher service value but also maintain better relationship with them. The thesis proposed a theoretical framework relating service recovery to service value, to customer satisfaction, and to relationship marketing. The purpose of the study was to investigate the relationship between service recovery (SR), service value (SV), customer satisfaction (CS), and relationship marketing (RM).
To test the proposed hypotheses, an empirical model of the relationships between SR, SV, CS, and RM was conducted. LISREL (Linear Structural Relation) was used to test the model with the questionaire gathered in the bank and medical industry. First, the measurement model was validated. The structural equations were then tested for significance.
The results revealed that certain relationships between the constructs do appear to respond to each other. They were: (1) SR has a direct significant positive effect on SV. (2) SR has a direct significant positive effect on CS in the bank industry, but not in the medical services. (3) SR has a direct significant positive effect on RM. (4) SV has a direct significant positive effect on RM. (5) CS has a direct significant positive effect on RM. (6) SR has a direct significant positive effect on SV.
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