台灣喜餅產業因大環境變遷面臨產值大幅下滑，對經銷商而言，在產品無差異化的情況下如何創造競爭優勢是一大挑戰。消費市場競爭日益激烈，顧客除在產品面的抉擇，企業提供的服務品質更是決勝關鍵，然而在服務過程很難完全避免失誤事件發生。本個案聚焦於企業發生服務失誤危機時如何判別失誤原因主軸，同時藉由服務行銷觀點提供個人化之補償行動以挽回顧客的忠誠度；在企業內部則進行員工行銷與制度改善以提升服務品質，因為唯有讓顧客感受到企業處理服務失誤的誠意，才會願意繼續信任企業，重新建立其與企業間的連結與忠誠度。

Many brands and retailers have increasingly diversified products and/or services since dynamic business environments. Accordingly, service failure and service recovery are increasingly common in retailing environments because they act as crucial roles that dominates consumers’ satisfaction toward brands. In this case study, we integrated the relational view with the service marketing perspective and service failure perspective (i.e., external and internal) in a theoretical framework to explain the relationship between service recovery and consumers’ satisfaction and loyalty. Particularly, the findings of this case study can offer some implications when industry practitioners designing and employing service recovery (in internal and external perspectives) to build up long-term relationship with their targeted consumers.

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