Exploring the Impact of Service Recovery Attitude on Customer Satisfaction and Loyalty in the catering service ─ comparing high versus low service level

Abstract

[[abstract]]餐飲業的發展已漸漸成為台灣商業服務業中主要的趨勢，外出享受美食的習慣已然融入台灣生活之中，但卻因為每間餐廳服務性質的不一，再加上無法避免的人為疏失，導致餐飲業經常發生服務疏失。在面對服務疏失的情況下，本研究探討顧客對於餐飲業者的補救態度及補救後的滿意度與忠誠度之間的關係及影響，且以兩個不同的餐廳類別包括高服務水準的餐廳及低服務水準的速食餐廳，來做為比較顧客對餐廳業者的補救態度、滿意度及忠誠度是否有顯著差異。本研究採用便利抽樣方式，共取得250份有效樣本，以迴歸分析驗證研究假設。研究結果如下：1.補救態度對顧客滿意度有正向影響。2.顧客滿意度對顧客忠誠度有正向影響。3.顧客滿意度完全中介補救態度對顧客忠誠度的影響。4.在高、低服務水準的比較下，顧客對補救態度有顯著差異。5.在高、低服務水準的比較下，顧客對顧客滿意度沒有顯著差異。6.在高、低服務水準的比較下，顧客對顧客忠誠度沒有顯著差異。本研究依據上述研究結果，提出具體的管理意涵及建議協助餐飲業者審定出有效的補救策略。[[abstract]]ThedevelopmentofcateringservicehasgraduallybecomethemaintrendinTaiwan’sbusinessservicesector,andthehobbyofeatingoutisalreadyintegratedintoTaiwan’slifestyle.However,theserviceofeachrestaurantisdifferent,andhumannegligencetoleadingservicefailureisunavoidable.Thisstudyexplorestherelationshipbetweencustomer’sservicerecoveryattitude,servicerecoverysatisfactionandloyalty.Besides,twodifferenttypesofrestaurantsarecompared,includingahighservicelevelrestaurantandafastfoodrestaurant.Adoptingconveniencesampling,250effectivequestionnaireswerecollected.Weuseregressionanalysistoprovethehypotheses.Theresearchoutcomeshowsthat：1.Recoveryattitudehasapositiveeffectoncustomersatisfaction.2.customersatisfactionhasapositiveeffectoncustomerloyalty.3.TherelationshipbetweenRecoveryattitudeandcustomerloyaltyiscompletelymediatedbycustomersatisfaction.4.There’sasignificantdifferenceincustomer’srecoveryattitudeamonghigh/lowservicelevelrestaurantguests.5.There’snosignificantdifferenceincustomersatisfactionamonghigh/lowservicelevelrestaurantguests.6.There’snosignificantdifferenceincustomerloyaltyamonghigh/lowservicelevelrestaurantguests.Accordingtotheresultsabove,specificmanagementimplicationandsuggestionstothecateringserviceareproposedonhowtherestaurantscansetuptheeffectiverecoverystrategy