The Effect of Internal Service Recovery on Internal relationship Quality：Internal Customer Orientation as A Moderator

• Main Authors: Yu-Chien Lin, 林鈺虔
• Other Authors: 方世榮, 陳連勝
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/03483536578600891616

碩士 === 中興大學 === 企業管理學系所 === 95 === In the service recovery literature, the major focus had been on discussing how to recover external customers from service failures. However, a customer’s satisfaction with a service or product is determined by the service enthusiasm and commitment of the service provider. Hence, in the event of service failure, an important issue has been on discussing how to manage and restore employees’ attitude and behavior in order to handle customer complaints (a theory of internal service recovery). Similar researches had indicated that the establishment of internal relationship is very important. However, in the relationship marketing literature, the relationship between employee and the organization had been seldom discussed. In the development of internal marketing, the emphasis is not only on establishing long term relationships with customers, but also establishing sound relationships with the employees (also known as internal customers). Hence, if organizations want to establish good relationship with customers, the most important priority is to establish good relationships with its employees (a concept of internal relationship quality). This research thinks that whether or not the internal component of organization has internal customer orientation, would affect the execution of internal service recovery and also the quality of the internal relationships of the employee. Hence, this research treats internal customer orientation as the organization’s culture and treats internal service recovery as a practical action taken by businesses with internal customer orientation. The main purposes of this research are to discuss the importance of internal service recovery in organizations, and using internal customer orientation as a moderator between internal service recovery and the internal relationship quality. In the empirical research, this study uses the stratified ratio sampling method, and mails the questionnaires to the first line employees of Taiwan’s banks, hospitals, restaurants, and department stores. The research findings of this research are as follow: 1) Internal service recover positively influences the quality of internal relationship. 2) Internal customer orientation positively influences internal service recovery. 3) Internal organization positively influences internal service quality. 4) Internal customer orientation positively moderates the relationship between internal service recovery and the quality of internal relationship. Lastly, this research adress the theoretical and practical implications, research limitations, and future directions.