| Summary: | 碩士 === 國立中山大學 === 人力資源管理研究所 === 103 === Most research results indicated the service quality is an important factor to affect customer loyalty. Companies always seek to enhance the service quality to prevent from losting their customers, they even set up “customer always comes first” as their business goal. The Article of “Stop Trying to Delight Your Customer” of Harvard Business Review on August 2010 pointed out over-service is not the customer really demand and the derivative costs are way too high than a company could image. This way can’t increase customer satisfaction and loyalty, but bother the customers. Customers will also think they can’t rely on the company.
The research use experimental design method to discuss the curve changing relationship between service quality and customer loyalty when they receive different service quality levels via different context simulations and further examine the relationship could explain the over-service has significant affection to the customer loyalty.
The research receives 708 effective questionnaires including 242 of service failure, 229 of appropriate service and 237 of over-service and run the linear regression analysis to examine the hypothesis. The research results as following: different service quality levels has positive significant level to customer loyalty, the beta coefficient of linear regression analysis is the highest in the appropriate service context simulation, we sum and average the scores of service quality and customer loyalty of each context simulations and get 3 different points, we connect the 3 points and the curve shape comes to a reverse U, it also supports the research hypothesis. The results also respond to the law of diminishing marginal utility of Economics and Yerkes-Dodson law of Psychology.
According to the research results, we propose the management meanings as following: 1.What customers demand is quite simple, just give the appropriate service; 2.Companies should diligently develop customer loyalty, rather than spoiled; 3.The corporation regularization service of standard operating procedures should be changed to customize; 4.Empower the first-line service providers rather than authorize them.
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