The Effects of Second Service Failure and Recovery on Satisfaction and Repurchase Intention

Abstract

過去有許多文獻探討補償對單次服務失誤的影響，惟僅有接少數的研究著重二次服務失誤結果和其補救。許多服務的提供是持續性的，客戶因而可能經歷多重服務失誤。本文旨在探究第一次和第二次的服務失誤與補償對滿意度和再度購買意願的影響。本研究方法條採用單因子完全隨機設計，透過餐廳服務情境設計，進行三個不同的補償策略測試：不予補償，50%的折扣補償，150%的折扣補償，共計有288位受試者參與研究。研究結果發現，第一次和第二次的服務失誤中，提供補償對滿意度和再度購買意願有顯著影響。不過，第一次服務失誤後，高度的補償和中度的補償相比，再購買之意願只稍略有增加。顧客經歷第二次服務的失誤後，顯著地降低滿意度和再惠顧的意願，本文最後討論管理意涵與未來研究方向。

Many studies have examined the effects of compensation in single service recovery, but few works have examined the consequences of second failure and recovery. Many services are provided on an ongoing base. Customers are likely to experience multiple service failures. This study examines the effects of first and second service failure and compensation on satisfaction and purchase intention.This work used a single-factor completely randomized design. Three levels of compensation were employed: no compensation, 50% discount, and 150% discount. A total of 288 subjects participated in the study, which utilizes scenarios in a restaurant setting. Findings indicate that compensation level has a significant influence on satisfaction and repatronage intention for the first and second failure. However, compared with a moderate level of compensation, a high level of compensation increased repurchase intentions only marginally for the first failure A high level of compensation increased both satisfaction and repurchase intention only marginally for the second failure. Customers who experience second service failure and recovery reported a significantly lower satisfaction and revisit intention than those at the first time. Managerial implications and directions for future research also are discussed.