| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 98 === In the highly customer-oriented service industry, companies are facing more and more pressure from consumers. However, there were few studies talking about the topic of personalities, service failure and recovery in the past. Therefore, our research focused on implicit theory orientation and two experiments were designed to investigate that different personalities influenced the viewpoint of service failure and the perspective of recovery strategies. Study 1 examined that consumers’ implicit theories strongly moderated the expectation effect when the service failure occurred. The result revealed that entity theorists who had higher expectations confirmed more positive causal inferences (less attributions of stability) about the service failure and displayed more higher satisfaction, in contrast, incremental theorists did not express significant difference. However, in terms of controllability, no matter how different personalities would be affected by expectations. In study 2, the result showed that entity theorists preferred compensation to apology. Conversely, incremental theorists displayed indifferent preferences for distributive justice (compensation) or interactional justice (apology).
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