| Summary |
Hsin-Long Liu, 2006.06
Department of Transportation Technology and Management
National Chiao Tung University
When service failure took place, it is very important to offer remedies which fit or go beyond customer’s expectation. Previous researches on antecedents of service recovery expectation found two conditions according to before failure and after failure to discuss.This study proposed service recovery expectation will be affected by how customers think and perceive according to both two approaches of before failure and after failure into account.
Previous researches found that customer organizational commitment, severity of failure, corporate image, switching cost and failure attribution have critical impact on service recovery ecpectation. Recently some scholars brought up a concept includes service recovery expectation of distributive justice and procedural justice of which integrated perceived justice into service recovery expectation. This study advocates this concept and takes former five critical variables.
In order to certify the hypotheses and goodness of fit, we used Structural Equation Modeling (SEM) to proceed with confirmatory factor analysis and path analysis. We want to understand whether all antecedents will affect service recovery expectation of perceived justice or not and relationships among variables. This study took Taiwan Railway Administration (TRA) On-line ticketing as case study. Data for the study were obtained by questionnaires include two kinds of types by hand on and internet, completed by 538 college students.
There are some findings in this research:(1)Service recovery expectation of procedural justice impacts negatively on service recovery expectation of distributive justice. (2)Customer organizational commitment and severity of failure are two of major antecedents which affect service recovery expectation of perceived justice.
Effect of severity of failure is greater than customer organizational commitment. (3) Customer organizational commitment and failure attribution impact on service recovery expectation of perceived justice through severity of failure. (4)Corporate image and switching cost impact on service recovery expectation of perceived justice through customer organizational commitment. Effect of switching cost is greater than corporate image. (5) Severity of failure is a mediator between customer organizational commitment and service recovery expectation of procedural justice. (6)Service recovery expectation of procedural justice is a mediator between customer organizational commitment and service recovery expectation of distributive justice. According to the research results, we provided some suggestions to TRA:(1) TRA should raise self-image and switching cost relatively to others. (2) To improve on-line ticketing system and to supply full information. (3) To place important on service recovery procedure and recovery outcomes of customers’perception. |
