Future Research - Discussion and Future Research

Chapter 5 Discussion and Future Research

5.4 Future Research

In order to increase the real feelings of past experience and to enhance the relationship between customers and firms, future research could consider the frequency customers have gone to the company to confirm the “love” connection and the relationships between customers and companies.

Also, further research is needed to find out whether the severity of the failure or the stability of failure would lead to a stronger direct influence of company’s control ability on service failure.

Furthermore, this study also did not discuss any compensation for service failure. Many studies confirmed that the level of compensation was an important variable to service failures, and this variable should be added to future research programs.

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Appendix A Scenarios (Haircut)

Scenario A (Low brand equity and Low Controllability)

In the haircut X, the room is very small and it is decorated poorly, which provides ordinary hairdressing and curling services. Since the price is reasonable, sometimes there will be visitors to get served.

* Please imagine one haircut where you received service before. The rank of this haircut is similar with the above description of haircut X. Your impression toward this haircut is very ordinary. In other words, you don’t have particular impression toward it.

Now supposed something happened to this ordinary haircut. One day you already made an appointment previously and you also arrived there on time. Since the last customer kept complaining about his/her hairstyle and nitpicking designer's service, you wait for 35 minutes there.

Scenario B (Low brand equity and High Controllability)

Now supposed something happened to this ordinary haircut. One day you already made an appointment previously and you also arrived there on time. However, the salon forgot to make your appointment, this made you wait for 35 minutes there.

Scenario C (High brand equity and Low Controllability)

Entering high-level and well-known hair salon X, it has the bright and spacious environment.

Hair salon X insisted their specialty and service quality which enables each customer to get the most intimate service.

* please imagine one hair salon where you received service before. The rank of this high-level hair salon is similar with the above description of hair salon X. And you got very good service

experiences before.

Now supposed something happened to this high-level haircut. One day you already made an appointment previously and you also arrived there on time. Since the last customer kept complaining about his/her hairstyle and nitpicking designer's service, you wait for 35 minutes there.

Scenario D (High brand equity and High Controllability)

Entering high-level and well-known hair salon X, it has the bright and spacious environment.

Hair salon X insisted their specialty and service quality which enables each customer to get the most intimate service.

* please imagine one hair salon where you received service before. The rank of this high-level hair salon is similar with the above description of hair salon X. And you got very good service

experiences before.

Now supposed something happened to this high-level hair salon. One day you already made an appointment previously and you also arrived there on time. However, the salon forgot to make your appointment, this made you wait for 35 minutes there.

Appendix B Scenarios (Restaurant)

Scenario A (Low brand equity and Low Controllability)

In the restaurant X, the room is very small and it is decorated poorly, which provides ordinary food and services. Since the price is reasonable, sometimes there will be visitors.

* please imagine one restaurant where you received service before. The rank of this restaurant is similar with the above description of restaurant X. Your impression toward this restaurant is very ordinary. In other words, you don’t have particular impression toward it.

Now supposed one day something happened to this ordinary restaurant. One day, you went to that restaurant and there are many customers, the waiter came and led you to take a seat quickly. The ordering process is very smooth; 20 minutes later, while the waiter is serving your meal, a rude customer hit from behind, which caused your meal needed to be made again.

New meal took another 15 minutes.

Scenario B (Low brand equity and High Controllability)

In the restaurant X, the room is very small and it is decorated poorly, which provides ordinary food and services. Since the price is reasonable, sometimes there will be visitors.

Now supposed something happened to this ordinary restaurant. One day you already made an appointment previously and you also arrived there on time. However, the restaurant forgot to make your appointment, this made you wait for 35 minutes there.

Scenario C (High brand equity and Low Controllability)

Some high-level and well-known restaurant X insisted the high quality food and its elegant decoration receives everybody's affection and made it very popular.

* please imagine one high-level restaurant where you received service before. The rank of this high-level restaurant is similar with the above description of restaurant X. And you got very good service experiences before.

Now supposed something happened to this high-level restaurant. One day, you went to that restaurant and there are many customers, the waiter came and led you to take a seat quickly.

The ordering process is very smooth; 20 minutes later, while the waiter is serving your meal, a rude customer hit from behind, which caused your meal needed to be made again. New meal took another 15 minutes.

Scenario D (High brand equity and High Controllability)

Some high-level and well-known restaurant X insisted the high quality food and its elegant decoration receives everybody's affection and made it very popular.

Now supposed something happened to this high-level restaurant. One day you already made an appointment previously and you also arrived there on time. However, the restaurant forgot to make your appointment, this made you wait for 35 minutes there.

Appendix C Questionnaires

(Taking Scenario D for example)

問卷

您好：

非常感謝您撥冗回答以下問題，您的回答對我們的研究將有極大的幫助。

本研究目的在於了解消費者對服務業的看法。我們會請您先讀一小段情境故事，再請您針對故事情境回答問題。本問卷約六分鐘可以完成，採不記名方式，所有資料僅供學術研究之用，絕不對外公開，請您安心作答。衷心感謝您的合作！

敬祝健康快樂、萬事如意

國立交通大學管理科學研究所指導教授：張家齊博士學生：施慧妤敬上這份問卷共有三個部分。在第一部份中，您會先讀一段有關餐廳品牌的描述，第二部分您會讀到一段情境故事，在閱讀情境故事時，想像自己就是故事中的主角，我們將會詢問您一些跟情境故事相關的問題，請您以故事主角的立場去回答這些問題。最後在第三部分中，請您留下您的個人資訊。謝謝您！

第一部分—餐廳品牌描述

某高級知名的頂級餐廳 X，一直以來都以堅持高品質餐點，而受到廣大消費族群的喜愛，

精緻俐落的線條，用餐環境寬敞明亮，讓頂級餐廳 X 能夠在消費者心目中脫穎而出。

*現在請想像一間您知道且去過的高級知名餐廳，這間高級知名餐廳和上述頂級餐廳 X 的等級相同，而您心目中的這間餐廳，

之前您去過，且都有良好的用

餐經驗

。

1. 您心目中印象良好的高級餐廳是（請填店名）

中1 表示非常不同意，7 表示非常同意。

第三部分—個人資料

1. 性別男女

2. 每個月可支配所得

10,000 以下 10,001~30,000 30,001~50,000 50,001-70,000 70,001-90,000 90,001 以上

3. 年齡 15 以下 16~20 21~25 26~30 31~35 36~40 41~45 46~50 51 以上

4. 最高教育程度國中或初中高中、高職專科大學或學院研究所以上

5. 請問您目前的職業軍、公、教資訊科技工商、貿易農林漁牧業

服務業家管學生其他

～本問卷到此結束，謝謝您的填答～

在文檔中探討品牌權益與服務失敗歸因之交互作用對於顧客滿意度之影響 (頁 69-84)