dc.description.abstract | Due to the increasing of GDP contributed from service industry, it has to be considered seriously. Because of the specific of service, it is hard to avoid the failure of service. The service failure is related to the behavior that consumers change their service provider. Therefore, how to recover the failure is the most importance thing. A suitable recovery of service would retain the high grade of consumers. The past research used to discuss the particular industry with Critical Incident Technique (CIT), and have measured with single strategy. There are a little to distinguish the degree of the recovery strategy and compare with the experiment method. So the point of this research is that how degree of the recovery strategy will make the consumer satisfied. Moreover, this research discuss that how the different kinds of service recoveries influence the different kinds of consumers.
A 2 × 2 × 2 between-subject factorial design was used. Subjects were exposed to a written scenario describing a service failure in a restaurant.
The research shows that:
1. The consumers feel more dissatisfied and have a little desire to accept the same service in the situation where the failure is service contact. Furthermore, the consumer considers that the waiter may make a mistake again.
2. The consumers will infer that the food of this restaurant may have the same failure when the core product failure happened.
3. As the past researches show that the monetary compensation is better than the psychological compensation. If there were monetary compensations, the consumers feel more satisfied.
4. The higher degree of compensation brings about the more satisfied of the restaurant. When the failure happened, the waiter has to apology in person to the consumer so that there is higher satisfied of this waiter.
5. The monetary compensation would make the consumers feel more satisfied, but let the consumer more easily infer that the food or waiters of the restaurant might make the same mistakes.
6. Assertiveness and conservatism is not a good index to distinguish consumers. The sense of justice is better index.
7. The higher of sense of justice consumers will give the negative feedback if they receive the monetary compensation.
8. If the service providers could give different recovery to consumers who have the different gender, birth order, blood type, or constellation, the service providers receive better feedback.
The managerial implications
1. The most importance thing is to dispatch the waiters or waitresses in order to make sure the quality of service. The technology of cooking has to be maintained to avoid the consumers inferring overly.
2. The monetary compensation is better strategy. But the service providers have to pay attention to the degree of monetary compensation.
3. When the failure happened, this waiter has to apology in time.
4. . When the service providers communicate with the consumers, they have to observe the personalities of the consumers. To understand the value of the consumers is the most important thing | en_US |