Exploring the antecedents of service recovery satisfaction and repurchase intention in the hospitality sector

[[abstract]]現今全球已逐漸走向以服務業為主的經濟體系，服務業日趨重要也相對的競爭。鑒於外食族群增加，服務業中又以餐飲業最值得注意的產業。 因服務業具有無形性、不可分割性、變異性，以及易逝性，且多透過「人」來傳遞，故發生服務疏失是在所難免。Matos, Henrique及 Rossi學者在2007年指出，合宜的服務補救可以讓顧客比沒經歷服務失誤時更加的滿意。本研究將以餐飲服務業為例，進一步探討服務補救滿意度之前因與再購意圖之間的關係。本研究於奧地利發放問卷，回收有效問卷共200份。經過統計分析後，本研究發現大部分的顧客都擁有很高的服務補救期望，但真正會影響服務補救滿意度的前置因素為顧客接收到的認知服務補救。研究也證實，顧客有高度的服務補救滿意度時，再購意圖也相對的較高。顧客所接受到的服務補救必定要透過服務補救滿意度來影響再購意圖，換言之，真正會影響顧客再購意圖的因素為滿意度。研究也發現，舊有顧客比新顧客擁有更高的服務補救滿意度與再購意圖;服務補救滿意度與再購意圖並不會因顧客月收入高低不同而有所不同;對於服務補救補償差異，顧客接受度因人而異。本研究最後提供業界的建議，如何創造有效的補救策略。[[abstract]]As the world has gradually moved toward a service-based economy, the service sector becomes increasingly important and competitive. The hospitality sector has become one of most noteworthy branches within the service industry due to the fact that more and more people are eating out. Services have traits of intangibility, indivisibility, variability, perishability, and are mostly delivered by “human”. Therefore, service failure is inevitable. Matos, Henrique and Rossi (2007) revealed that appropriate service recoveries can even lead to levels of cumulative satisfaction that are higher than those existing prior to service failure. This study is going to explore the antecedents of service recovery satisfaction and repurchase intention in the hospitality sector. The result shows that the majority of customers have a high expectation towards service recovery; however, perceived service recovery is the only antecedents that will affect service recovery satisfaction. This study also confirms that customers, who have higher degree of service recovery satisfaction, will have relatively higher repurchase intention. Perceived service recovery influences repurchase intention through service recovery satisfaction, in other words, service recovery satisfaction has a mediating role. The results also found that existing customers have higher service recovery satisfaction and repurchase intention than new customers. Service recovery satisfaction and repurchase intention do not differ among customers with different income levels. Customer opinions towards differences in service recovery compensations also vary. Finally, the study provides suggestions for service practitioners on how they may design more effective service recovery strategies to retain customers