A Study On Customer Complaint And Service Recovery In Service Failure

In the relationship between consumers and enterprises, service failure often leads to customer’s dissatisfaction and complaints, thus causing enterprises’turning to service recovery. In the situation of service failure—onsumers’complaints—ervice recovery, the author studies how consumer service affects the degree and type of complaints as well as how consumer service affects expectation of responding speed and justice of service recovery. The study particularly focuses on moderater of competence trust and benevolence trust on those factors. This paper mainly includes the following contents:1. This study explores the influence of service quality on the degree of complaints, especially the moderating effect of consumer trust.2. The consumer-company relationship is divided into four situations, with regard to the level of consumers’competence trust and benevolence trust, and investigates their complaining type toward inferior service in each situation.3. The study also shows the difference of consumers’expectation of response speed when competence trust and benevolence trust are in a symmetrical manner and in an asymmetrical manner.4. The paper also introduces expectation of service recovery justice related to different types of consumer-enterprise relationship.The author employs situational experiment to simulate service failure in reality with junior college student consumers aged above18(135people) as participants. Setting the background in the three most representative telecom enterprises, namely China Mobile, China Unicom and China Telecom, the author draws on advanced domestic and foreign research theories and applies pilot study to design questionnaire involving items of consumer trust, degree and types of complaints and service remedy. Items with low relevance are removed from the sample research. The study adopts credibility analysis, validity analysis, independent sample T test, variance analysis, relevance analysis, regression analysis, virtual variable and other methods to process data and verify the previous hypothesis.The author comes to the following major conclusions1. Consumer service has a negative influence on complaining degree. Benevolence trust weakens degree of complaints but competence trust strengthens it.2. When customers’benevolence and competence trust are high, they tend to voice. Customers with low benevolence trust and competence trust tend to exit.When benevolence trust is high (low) while competence trust is low (high), customers incline to negative word of mouth.3. Customers with high benevolence trust and competence trust require shorter response time than those with fied by the research findings.low benevolence and competence trust. Consumers low in benevolence trust and high in competence trust require faster response than those with high benevolence trust and low competence trust.4. When customers’benevolence and competence trust are high, it is more likely for them to pursue justice in their interaction with retailers. The hypothesis is that customers with low benevolence trust and high competence trust prefer fair results; consumers who are high in benevolence trust but low competence trust focus more on justice of process. However, the assumed hypothesis is not versified by the research findings.