Correlation Between Personality Characteristics, Situations of Service Failure, Customer Relation Strength and Remedial Recovery Strategy

In the past, studies of the causes and consequences of service failures were generally conducted from the perspective of the consumers. Only a few of the studies were conducted through the perspective of management involvement. Furthermore, qualitative analysis tends to be extensively used in such studies, as well as CIT, case study or multivariate analysis. Therefore, this study is an attempt to use a non-linear fuzzy neural model as the method for empirical study. A survey has been conducted in the chain stores of Starbucks, La New and one vegetarian food store chain. They are industries with a high level of interaction with customers. A total of 104 respondents were samples. The results of this survey indicate that if we are to trace the unanimous reasoning of service defects, the factor of management involvement tends to be higher for employees exhibiting personality characteristics of external control rather than internal control. If the level of service defects becomes seriously high, a higher level of management involvement is necessary for employees exhibiting personality characteristics of external control rather than internal control. For employees exhibiting internal control in personality characteristics, a higher level of management involvement is required to make voluntary moves in pursuing remedial recovery strategy. For employees exhibiting external control in personality characteristics, a lower level of management involvement is required to make voluntary moves in pursuing remedial measures for compensational strategy. The pursuit of remedial recovery strategy may vary according to the situation of service defects. The level of management involvement positively correlates with customer relation strengths. The customer relation strengths positively correlate with the pursuit of remedial recovery strategy.