A Study on the Relation of Service Failure and Remedy, Remedial Perception, Satisfaction after Remedy, Corporate Image and Loyalty－Taking Restaurant Industry as an Example

• Main Authors: Chen Chiung Wen, 陳瓊雯
• Other Authors: Chen Hsi Tien
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/vdf8gd

碩士 === 國立勤益科技大學 === 專案管理研究所 === 103 === It is quite important for restaurant dealers to understand customers’ attitude and response after service failure and service remedy were existed which can help know how to remedy and increase satisfaction and corporate image. Restaurant has gradually become an important option for consumers to eat outside. There are many researches on service failure and service remedy about restaurant but rare research on the relation of consumers’ remedy perception (inconsistent expectation and perception balance), satisfaction after remedy, corporate image and loyalty after such happened. Therefore, to understand different service models and remedy methods effect, this study explored the service failure models and remedy methods in the restaurants that employees booked and delivered meals to clients based on inconsistent expectation and fairness theory. It also explored how to remedy inconsistent expectation and perception fairness to influence satisfaction after remedy so as to influence corporate image and loyalty after remedy. This study adopted virtual situation experimentation and asked interviewees to fill in questionnaires according to four virtual experimentation situations of restaurant failure models and remedy methods. A total of 600 questionnaires were distributed with 576 valid ones collected. The research finds that service failure model and service remedy model have significant influence service remedy perception. The interaction of service failure model and service remedy model has significant influence on perception fairness. Inconsistent remedy expectation of service remedy perception has no direct influence on satisfaction after remedy and remedy corporate image but may influence by perception fairness of service remedy perception. Customers’ satisfaction after remedy has positive influence on corporate image after remedy. Corporate image recognition after remedy has positive influence on loyalty. The results can remedy insufficient academic research and can be used as reference for restaurant industry to stipulate service remedy strategy.