The Moderating Effect of Social Bonds in Relationship Marketing on the Relationship between Methods of Service Recovery and Customer Satisfaction of Service Recovery

• Main Authors: TSAI,YI-AN, 蔡宜安
• Other Authors: Chien-Heng Chou
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/31015327866312267695

碩士 === 中國文化大學 === 國際企業管理研究所碩士在職專班 === 96 === Service failures just can happen in the service delivery processes. Therefore, it is very important to prevent service failures before service is delivered and recover the failures after it happens. Customer satisfaction of service recovery is partly determined by customers’ expectations of service failure recovery. Because the social bond in relationship marketing has been shown to be positively related to customers’ expectations, we argue that social bonds would moderate the relationship between service failure recovery and customer satisfaction after the recovery. Structured questionnaires were distributed to those customers that have experienced service failures in receiving banking services in Taipei. Five hundred questionnaires were distributed and 361 valid questionnaires were returned. The response rate is 85%. The research results show that the tangible recovery method is positively and significantly related to customer satisfaction after the recovery, but intangible recovery method is not. The social bond negatively moderates the relationship between the tangible recovery method and customer satisfaction after the recovery, but it would positively moderate the relationship between the intangible recovery method and customer satisfaction after the recovery.