The Influences of Service Recovery Strategy, Post-Recovery Satisfaction on Repurchase Intention－Moderating Effect of Relationship Quality

• Main Authors: Ma,Ling-Chieh, 馬令潔
• Other Authors: 白凢芸
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/c8b9j7

碩士 === 國立彰化師範大學 === 企業管理學系 === 107 === In recent years, due to the increasing contribution of service industry to GDP, it is an important industry that can not be ignored for economic development. However, due to the particularity of service, service failures are unavoidable. Therefore, taking correct and appropriate service remedies is the most important thing for service providers or enterprises. It can not only hold customers, but also enhance the relationship with customers, and further increase the possibility of repurchase intention. This study aims to investigate the effect of service recovery strategies (psychological recovery, tangible recovery) on the post-recovery satisfaction, and then discuss moderating effects of relationship quality on psychological recovery, tangible recovery on the post-recovery satisfaction. Finally, the effect of post-recovery satisfaction on repurchase intention was investigated. This study adopted a 2×2×2 experimental design, with a total of 1156 valid questionnaires for the hotel and catering industry. There are two studies to investigate the effect of psychological recovery, tangible recovery and relationship quality on post-recovery satisfaction. SPSS was employed for data analysis. The analysis results showed that compared to low psychological recovery, high psychological recovery causes higher post-recovery satisfaction. Compared to reasonable tangible recovery, high tangible recovery causes customer higher post-recovery satisfaction. In study I (hotel scenario), relationship quality has moderation effect between psychological recovery and post-recovery satisfaction. In study II (restaurant scenarios), post-recovery satisfaction have a significant impact on repurchase intentions. Managerial implications for service providers are provided according to the research results. Managers should understand the importance of customer relationships and provide good and appropriate service recovery criteria, as customers are the largest source of assets and competitiveness of service providers or enterprises. More value can be created if customers are satisfied with the recovery of service providers or enterprise.