Institute of Business and Management
|關鍵字:||顧客不當行為;服務補救;外表吸引力;顧客相容性;顧客滿意;Dysfunctional Customer Behavior;Service Recovery;Physical Attractiveness;Customer Compatibility;Customer Satisfaction|
This research investigates the impact of dysfunctional customer behavior types and service recovery strategies on customer compatibility and customer satisfaction in study 1 and the impact of service recovery strategies and physical attractiveness of service recovery providers on customer compatibility and customer satisfaction toward service recovery under service failure in study 2. Both of the studies are 2×2=4 factorial design. The results of study 1 indicate that accidental dysfunctional customer behavior causes significantly higher tolerance and customer satisfaction than intentional one, and tangible service recovery strategy results in significantly higher satisfaction than psychological one. The tolerance and psychological comfortness comes from psychological service recovery strategy are significantly higher than tangible one under the condition of accidental dysfunctional customer behavior, while there is no significant difference between service recovery strategies under the condition of intentional one. The tangible service recovery strategy causes significantly higher satisfaction than psychological one when accidental dysfunctional customer behavior happens, while there is no significant difference between service recovery strategies when intentional one happens. The results of study 2 indicate that the tangible service recovery strategy is better than the psychological one, and the highly attractive provider outperforms the moderately one for customer satisfaction. Besides, no matter using highly or moderately physical attractive provider, the tangible service recovery strategy causes significantly higher satisfaction than psychological one.
Journal of Management and Systems