To Explore the Impact of Service Failure and Service Recovery on Customer Satisfaction, Perceived Value and Repurchase Intention：Using Loyalty Customer and Variety-Seeking Customer as an Example

[[abstract]]近年來服務失誤與服務補救的概念已逐漸成為服務業者關注的重要課題，也因為越來越多的服務業興起，消費者對服務的標準也逐年的提高，當忠誠度與多樣性選擇行為消費者在接受服務的過程當中發生服務失誤時，是否會對顧客滿意度造成影響，並且探討服務失誤後，企業施行的服務補救對不同族群消費者後續知覺價值與再購意願之影響。 本研究節由實驗操弄設計方式來瞭解不同兩群消費習慣之消費者對服務失誤、服務補救對顧客滿意度、知覺價值與再購意願之影響。並以閱讀情境的方式操弄服務失誤與服務補救，並測量失誤後的顧客滿意度與補救後之知覺價值與再購意願，樣本共計300份。統計分析採相關分析與迴歸分析，已進行假設之驗證。 經研究分析的結果發現：服務失誤對顧客滿意度有顯著性正向影響；服務補救對知覺價值有顯著性、正向關係影響；而知覺價值對再購意願也是呈現顯著性正向影響。並根據研究結果，進一步提出實務上之運用以及未來研究之建議。 In recent years, service industry has gradually increased. When service failure occurs in service process, customer will feel dissatisfaction and uncomfortable, also will impact customers’ perceived value and repurchase intention of the corporation. Thus, service recovery is a crucial element which will affect customers’ willing to continue the relationship with the corporation. In this study, we aim to explore two different customers: loyalty customers and variety-seeking customers. Customers who are loyal to the brand will show the trust and love toward the brand. On the contrary, the variety-seeking customers have been distinguished from non-variety seekers in no single brand will satisfy them. When different groups customers encountering service failures in the process, the different traits between these two segments will affect customer satisfaction, perceived value and repurchase intention, also will case into different response. In this research’s result, we use the experimental method to explore two different groups of customers on their responses of satisfaction after service failure, and explore perceived value and repurchase intention after service recovery. We expected the result of this research; the loyal customers will feel less disappointment in service failure and show more tendencies to repurchase intention than variety-seeking customers, and variety-seeking customers will feel disappointment in service failure and less satisfaction than loyal customers