Who makes complaining tourists feel better? A study of service recovery on internet forum

• Main Authors: Chih-Hsiang Kuo, 郭智翔
• Other Authors: Kuo-Ching Wang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/06567574175461905566

碩士 === 國立嘉義大學 === 觀光休閒管理研究所 === 96 === As computer is getting popular, more and more people use Internet for gathering their traveling information. Internet forum is a public space, provides customers sharing their own service experience, opinions, and complaints. With active members who provide evaluations and opinions on services/products and firms, Internet forum now provides a venue to tell the world and represent one of the fastest growing phenomena on the Web. A good service recovery not only turn angry customer into satisfied, but also make increase customer’s (complainer) repurchase intention, and even increase the potential customer’s (browser) purchase intention. Asian and Chinese tourists normally take all-inclusive tour packages as compared with Western tourists. In many Asian countries and areas, such as Taiwan, Japan, Hong Kong, Korea, China, etc., the group package tour is one of the main modes of outbound travel. This present study provides an initial investigation to explore and examine the E-complains, service recovery strategies with regard to group package tour on Internet forums. The present research used experimental design to examine the different service recovery strategies, internet forums, and role of recovery persons in postrecovery satisfaction, repurchase intention, and purchase intention. Sixteen experimental groups are designed and in total 971 experiences group package tourists were invited for investigation. Research findings showed that first, different service recovery strategies will affect postrecovery satisfaction, but no significant difference was found in repurchase/purchase intention. Second, different service recovery persons have no significant difference in postrecovery satisfaction, repurchase/purchase intention. Third, for complainer, different service internet forums have no significant difference in postrecovery satisfaction, but do have significant difference in repurchase intention; for browser no significant difference was found in postrecovery satisfaction and purchase intention. The result provides suggestions for travel industry and implications of these findings for travel manager and areas for future research are also discussed.