The Impact of Service Failure and Post-service Recovery on Repurchase Intention：A Case of Banking Industry
朱善琴、陳欽雨
E-mail: 9601336@mail.dyu.edu.tw
ABSTRACT
In the process of service contact, the occurrence of service failure is inevitable, and hence there is usually needed to provide the service remedial treatment to arise customers’ repurchase intentions. This study performed the stratified sampling to conduct a questionnaire survey where the banking industry customers were chosen as subjects, trying to develop an analytical model for explaining the relationships among three variants, service failure, service recovery, and repurchase intention. The impact of customer’s attributes on the described three variants was also examined. The ratio of return is about 37.8% for the survey, where the Cronbach α values for questionnaire items are between 0.689 to 0.885, and this questionnaire is designed referring to related studies. It means that the reliability and the validity of the questionnaire are quite acceptable. The final findings showed that among the service failures, two items "poor attitude given by the staff" and "unreasonable expense for routine service" are considered most serious; the service remedial treatments, " the bank only then carries on the recovery after the complaint " and "the service failure will only inform responded to the company", are most effective and preferred by customers. Besides, the results of confirmatory factor analysis showed that the variable of service failure could be divided into two dimensions: the service transmission system and the staff behaviors. And the service recovery variable was composed of two factors named as visible recovery and invisible recovery.
Moreover, the analysis of variance indicated that customers’ age might affect the perception of service failure, but other customer attributes did not influence the customers’ views concerning both service failure and service recovery. Finally, some regression models were developed to examine the degrees of service failure and service recovery might impact on the repurchase intentions of customers. The results further assure that the relationship between service failure and repurchase intension is negative, but that of service recovery and repurchase intension is positive; hence, it is possible that the service recovery actions may result in an interfered effect on customers’ repurchase intentions. The findings can provide the practitioners in banking industry for revising their service operations and improving total service quality.
Keywords : service failure ; service recovery ; repurchase intention
Table of Contents
目錄 封面內頁 簽 名 頁 授 權 書 iii 中文摘要... iv 英文摘要... v 誌 謝... vii 目 錄... viii 圖 目 錄 ...x 表 目 錄
...xi 第一章 緒論 第一節 研究背景... 1 第二節 研究動機... 3 第三節 研究 的重要性... 4 第四節 研究目的... 5 第五節 研究流程... 6 第二章 文獻探討 第一 節 名詞詮釋... 7 第二節 服務疏失之意義、類型及相關研究... 15 第三節 事後服務補救措施對再購意願之 影響... 20 第四節 服務補救後對顧客滿意之影響... 27 第三章 研究方法 第一節 研究方法及架構... 30 第二 節 研究變數的操作性定義... 31 第三節 研究假說... 33 第四節 研究設計及樣本設計... 36 第 四章 研究結果與分析 第一節 樣本基本資料分析結果... 43 第二節 因素分析及信度分析結果... 49 第三節 描 述統計分析結果... 52 第四節 假說驗證結果... 58 第五節 管理意涵... 69 第五章 結論 與建議 第一節 研究總結... 72 第二節 假說檢定結果總結... 73 第三節 管理實務建
議... 74 第四節 研究限制與後續研究限制... 77 參考文獻... 79 附錄一 前測問 卷... 90 附錄二 正式問卷... 93
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