中山管理評論

  期刊全文閱覽

中山管理評論  2021/12

第29卷第4期  p.593-616

DOI:10.6160/SYSMR.202112_29(4).0002


題目
緣圓坊—喜餅遲到了
Consumer Response to Service Failure and Recovery - A Case of Yuan Yuan Fang
(153_M61bbe4ea78e28_Full.pdf 1,481KB)

作者
江藍龍、吳相勳、陳凰珠/元智大學管理學院、元智大學管理學院、元智大學管理學院
Lan-Lung Chiang, Hsiang-Hsun Wu, Huang-Chu Chen/

College of Management, Yuan Ze University、College of Management, Yuan Ze University、College of Management, Yuan Ze University


摘要(中文)

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。

(153_M61bbe4ea78e28_Abs.pdf(檔案不存在))

關鍵字(中文)

歸因理論、服務行銷、服務失誤、服務補償


摘要(英文)

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.

(153_M61bbe4ea78e28_Abs.pdf(檔案不存在))

關鍵字(英文)

Attribution Theory, Service Marketing, Service Failure, Service Recovery


政策與管理意涵


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