A Study of the Moderating Effect of Recovery speed and Relationship Marketing on Customer Satisfaction with Service Recovery Strategies

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题名:	A Study of the Moderating Effect of Recovery speed and Relationship Marketing on Customer Satisfaction with Service Recovery Strategies
作者:	Ho, Wei Yi
贡献者:	經營管理學系碩士在職專班
关键词:	Service failure Service Recovery Relationship Marketing Recovery Speed
日期:	2014-07-07
上传时间:	2014-09-17 01:45:07 (UTC+0)
出版者:	Asia University
摘要:	This study aims to explore whether or not Recovery Speed and Relationship Marketing are relate to customer satisfaction if some service failure occur. The interviewees are selected by random convenience sampling through internet and paper questionnaires, who have visited dining restaurants where relationship marketing are implemented and some service failure occurs. Customers’ satisfaction is assessed if they have experienced service failures and the restaurants’ remedial strategies. The data collected are then analyzed by SPSS, AMOS and other statistical tools to test the hypotheses. This study has revealed that service recovery strategies and customers’ satisfaction are correlated positively with statistical significance; the higher the awareness of Relationship Marketing, the more satisfactory they are with the remedial strategies. It also shows that customer satisfaction with the service recovery is higher when there is a quick response to the service failure. Finally, the findings above are further elaborated in order to offer practical suggestions to restaurants with the hope of enhancing their performances.
显示于类别:	[經營管理學系 ] 博碩士論文

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