The Impact of Service Guarantee on Customer Satisfaction and Loyalty Behavior

[[abstract]]餐飲業以台灣來說，近幾年來越來越注重餐飲的品質，餐飲業中的服務具有無形性、不可分割性、變異性及易逝等特性，且人的因素在其中扮演很重要的地位，故服務疏失在所難免。在過去的文獻中沒有學者衡量顧客對於服務保證對於服務補救滿意和顧客忠誠做研究。經文獻探討後，將探索期望服務補救品質、認知服務補救品質、服務保證，服務補救滿意和顧客忠誠之間的關係。 本研究採用隨機抽樣方式，共取得200份有效樣本，以SEM、簡單迴歸分析、複迴歸分析驗證研究假設。研究結果如下：1 顧客所認知到的服務補救品質對服務補救滿意有正向影響、2 顧客所觀察到的服務保證對服務補救滿意有正向影響、3 服務補救滿意對顧客忠誠有正向影響、4 服務補救滿意對服務保證和顧客忠誠有部份中介效果。本研究依據上述發現，提出具體的理論與實務意涵，並建議發生服務疏失的企業可依疏失事件進行訓練員工補救的流程，提升顧客對企業的滿意與忠誠，基於以上我們提出建議給服務企業。[[abstract]]The quality of food and the quality of service are key factors in the restaurant business Due to the intangibility inseparability variability and the individual factor influencing service quality it is hard to completely avoid service failure Few studies have measured the role of service guarantee in service recovery process This study investigates the link between service recovery expectations quality service recovery perception quality service guarantee service recovery satisfaction and customer loyalty Adopting convenience sampling 200 effective questionnaires were collected We use SEM simple regression analysis and multiple regression analysis to prove the hypotheses The research outcome shows that：1 The customer perception of the service recovery quality is positively related to the service recovery satisfaction 2 The customer observed service guarantees has a positive impact on service recovery satisfaction 3 Service recovery satisfaction has a positive effect on customer loyalty 4 The relationship between service guarantee and customer loyalty is partially mediated by service recovery satisfaction Based on the above we propose suggestions for service businesse