本研究的目的在探討服務業服務補救品質(service recovery quality)與顧客忠誠度(customer loyalty)之關係，並以服務失誤(service failure)與企業形象(corporate image)為干擾變數，探討在服務補救品質對顧客忠誠度是否會受到這兩種干擾機制影響。本研究主要以有餐飲服務失敗經驗之顧客為研究對象，採用立意抽樣方式進行，共計有效問卷259份。本研究結果發現：(1)服務補救品質與顧客忠誠度成顯著正向關係；(2)服務失誤對服務補救品質與顧客忠誠度之干擾影響獲得實證支持；(3)服務傳遞系統失誤對服務補救品質與顧客忠誠度之干擾影響獲得實證支持；(4)顧客需求反應失誤對服務補救品質與顧客忠誠度之干擾影響未獲得實證支持；(5)員工行為失誤對服務補救品質與顧客忠誠度之干擾影響未獲得實證支持；(6)企業形象對服務補救品質與顧客忠誠度之干擾影響未獲得實證支持。最後，本研究依據實證結果提供餐飲服務業者之服務補救策略思維與管理意涵。
This study aims to explore the relationships between service recovery quality and customer loyalty. And we also exam it’s moderating effect of service failure and corporate image. 259 customers who have service failure experience with restaurant were our research samples through convince sampling. Finding of this study were as follow: (1) service recovery quality would be related positively to customer loyalty. (2) The moderating effect of service failures on the relationship between service recovery quality and customer loyalty was supported. (3) The moderating effect of service delivery system failures on the relationship between service recovery quality and customer loyalty was supported. (4) The moderating effect of customer response failures on the relationship between service recovery quality and customer loyalty was not supported. (5) The moderating effect of employee behavior failures on the relationship between service recovery quality and customer loyalty was not supported. (6) The moderating effect of corporate image on the relationship between service recovery quality and customer loyalty was not supported. Finally, the findings offer restaurant operators management implication of service recovery strategies in the light of service failures.
