Research Of Service Recovery Effect And Quality Appraisal Based On Customer Satisfaction

With rapidly development of service economic, service recovery is becoming one of the most questions for discussion in college and company. Service recovery is unavoidable because of service essential, but unsatisfied customers are avoidable. It's necessary for the company to recover service failures. Service recovery is very important for the company to retain customer relationship, transact unsatisfied customers to satisfied ones, and get benefit. It's accepted wildly that service recovery plays an important part in service failures and customer satisfaction, however, service recovery is not studied by many researchers. Service recovery is not exerted well in practice. One of the reasons is that research of service recovery lags. This paper will study service recovery effect and quality in the hope of availing recovery research and practice.The Service recovery and structure of customer relationship are studied at first. Then the author gives a managing system structure of service recovery based on customer satisfaction, including answer system, executive system, appraisal system and response system of service recovery. The model of management system in service recovery which based on customer satisfaction is given. That is direction structure of the research made in the paper. The income and contribution of service recovery based on customer satisfaction are given in terms of strategy. It mainly including the contributions to service quality, to service differentiation, to customer satisfaction and to employee's diathesis, to enterprise's benefit.Service recovery happens when service failures occur. The systematical and in-depth discussion about service recovery is done in the paper. Service failure causation consists of four types: (1) service failures occur on service alternative link; (2) service failures occur on inner service link; (3) service failures caused by customer errors; (4) service failures occur on the link of the firms and their collaborators. The paper discusses customer loss caused by service failures, failures attribution made by customers and the model of customer responses to service failures. Customer satisfaction after service failures is analyzed in detail. There are five discriminating models of service failure: (1) analytical model of service flow chart; (2) analytic model of fishbone chart; (3) analytic model of difference; (4) critical incidents technique; (5) Switch path analytic technique.The paper brings forward the concept of second-time satisfaction after service recovery and analyses internal mechanism formed in the process of service recovery. The author clarifies the relation between customer satisfaction and second-time satisfaction after service recovery, indicates effect of second-time satisfaction to customer satisfaction, and discusses service recovery paradox. The author constructively put forward a question about service recovery validity that is not studied widely and gives her opinion. Customer satisfaction and royalty are analyzed systematically and amply. The effect of service recovery to customer satisfaction which based on justice is analyzed in particular.The paper establishes the meaning of service recovery quality, expatiates systematically and profoundly on service quality, analyzes customer's perception on service recovery quality and describes customer perception manner of service recovery quality. Service recovery quality is customer's subjective evaluation of service recovery performance and balance between service recovery expectation and experience.At the same time, the paper analyzes justice effect to service quality, studies managing plan to improve service recovery quality and evaluation of recovery quality, and gives two important appraisal models of service recovery quality. One of the models is SERVQUAL. The model is ameliorated by the author based on SERVQUAL and the characters of service recovery. The other one is based on the Analytic Hierarchy Process and integrated by the theory of fuzzy math. The model can be used to assertion quantificational concepts in service quality of customer's perception furthest and reduce warp of subjective factors. An assumed condition is connotative when researchers appraise service quality. It's a problem that can be solved in the model. The content of the problem is that attribute of service quality provided by firms equals attribute extent of importance in customer's mood.Finally, empirical research is done by Structural Equation Model. The research object is a hospital which is third class in top hospitals in Beijing. Questionnaire was used to collect data and analysis of statistical result was made. The result indicates positive relativity of service failure to service recovery and service recovery to customer satisfaction, the result of negative relativity of service failure to customer satisfaction.