¡§Recovery Paradox¡¨ (RP) means that customer who experienced a service failure and a superior service recovery were more satisfied than the customer who didn¡¦t experience a service failure. Furthermore, ¡§Double Deviation¡¨ (DD) means that customer who experienced a service failure and a inferior service recovery were more dissatisfied than the customer who didn¡¦t experience a service failure or just experience a service failure. These two phenomena imply that customers pay more attention on the recovery than on the failure and that the evaluation of recovery is boosted by the initial failure. This study aims to discuss the boundary conditions in which the RP and DD are more likely to occur. This study uses experimental design to examine the boundary conditions of RP and DD. Experiment scenarios were composed of a series of service event in a restaurant. And the experiment wants to examine whether the customer who experienced the service failure would magnify the evaluation of recovery. Moreover, the experiment also wants to examine whether there are other factors affect the occurrence of these two phenomena. The previous failure experience, the strength of service and the measurement of satisfaction were included in this study as potential boundary conditions. The result supports RP, but doesn¡¦t support DD. And the result shows that there is no significant effect between the satisfaction and the previous failure experience. Beside, the strength of service and the measurement of satisfaction have effect on recovery satisfaction.

Ce travail doctoral se situe dans le courant des approches comportementales en promotion des ventes. Les recherches antérieures ont omis de prendre en compte l’effet d’une variable importante, l’usage effectif des produits et des marques sur le comportement des consommateurs en matière de satisfaction et de fidélité. Dans cette thèse, nous analysons, dans le domaine de l’habillement, l’impact des dispositifs promotionnels et des soldes sur la satisfaction et la fidélité du consommateur, ainsi que le rôle médiateur de l’usage effectif des produits et des marques acquis par les consommateurs. En particulier, nous étudions l’effet direct du contexte d’acquisition, notamment en promotion, en soldes ou en outlet, sur la satisfaction du consommateur envers la transaction. De plus l’effet indirect de la fréquence d’usage des produits de la marque sur lien entre satisfaction et fidélité du consommateur est étudié. Afin de répondre à ces questions, un panel d’inventaire et d’usage, appartenant aux méthodes du journal personnel, a été mis en place afin de suivre les acquisitions et les usages des marques par des consommateurs. Nous mettons en évidence que si la satisfaction envers les transactions au bénéfice d’une marque influence négativement la fidélité, cet effet est compensé par la fréquence d’usage de la marque. Plus le consommateur est satisfait d’une transaction plus il utilise le produit et est enclin à être fidèle à la marque. En conclusion, certaines modalités du contexte d’acquisition dont les soldes et les ventes outlet présentent ainsi un potentiel de fidélisation du consommateur par la fréquence d’usage plus importante qui résulte de la satisfaction plus élevée dans ces contextes. / Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct effect of the product acquisition context; and more specially the effect of a price discount, seasonal and outlet sales; on consumer transaction-Specific satisfaction. Moreover, the indirect effect of brand usage frequency on the link between satisfaction and customer loyalty is studied. To address these research questions we used a diary method study. This study aims to monitoring every week consumer’s purchases and clothing usage. Our results indicate that if the transaction-Specific satisfaction with a brand is negatively linked to consumer loyalty, it is compensated by increased brand usage frequency. The more a consumer is satisfied with the transaction, the more he uses the product and is likely to be loyal to the brand. Thus, as consumer transaction-Specific satisfaction is higher for purchases during seasonal sales or outlet sales than without these offers, it allows indirectly brands to build consumer loyalty.

本研究提出一個四階段的消費者重購承諾心理評價程序模式，認為消費者將依據知覺品質和期望品質的比較形成品質失驗，然後藉由內在的價值函數將品質失驗轉換成為同樣是失驗觀點的個別交易滿意度（滿意度失驗）。在形成個別交易滿意度之後，消費者將依循累積滿意度基礎的個別交易滿意度邊際微調模型來形成當期的累積滿意度，並且依據當期的累積滿意度和當期的忠誠門檻值比較的結果，進而產生品牌忠誠或品牌轉換的行為意圖。 整體而言，失驗觀點的個別交易滿意度（滿意度失驗）和品質失驗之間的關係大致服膺期望理論價值函數的特性。此外，本研究提出的累積滿意度基礎的個別交易滿意度邊際微調模型也獲得支持，並進一步確定累積滿意度的調整過程主要是採行性線的調整模式。最後，本研究提出的累積滿意度忠誠門檻模型亦獲得實證證據的充分支持。因此，一旦當期的累積滿意度決定之後，消費者將以他心目中對競爭品牌的累積滿意度做為比較的基礎、當作忠誠門檻值，進行焦點品牌累積滿意度和競爭品牌累積滿意度的比較，並且依據比較的結果形成品牌忠誠或品牌轉換的行為意圖。 / This study proposes a four-stage model about the process of consumers’ repurchase commitment. The model postulates that consumers would result in quality disconfirmation based on the result of comparison between perceived quality and expected quality, then transform it through intrinsic value function into transaction-specific satisfaction which is defined as satisfaction disconfirmation. Once transaction-specific satisfaction is formed, consumers would result in current cumulative satisfaction according to cumulative satisfaction-based transaction-specific satisfaction marginally adjusting model that depicts current cumulative satisfaction as a function of previous cumulative satisfaction and current transaction-specific satisfaction. And finally, according to loyal threshold model of cumulative satisfaction, intention to repurchase or switch buying would be formed based on the relative magnitude between cumulative satisfaction and loyal threshold which is defined as cumulative satisfaction towards a main competing brand. Overall speaking, the relation function between quality disconfirmation and transaction-specific satisfaction exhibits most traits of value function depicted in the prospect theory. Furthermore, the cumulative satisfaction-based transaction-specific satisfaction marginally adjusting model proposed by this study was supported by experimental data, and the result shows that the adjusting process of cumulative satisfaction complies mainly with linear adjusting model. And finally, the loyal threshold model of cumulative satisfaction was fully supported by experimental data, and the result implies that consumers would take the cumulative satisfaction towards a main competing brand as the comparing basis, i.e., loyal threshold, and then compare cumulative satisfaction towards a focal brand with this comparing basis to decide whether to repurchase the products of the focal brand or instead switching to buy the goods of the competing brand.