Service Recovery's Theory, Model And Empirical Analysis Based On Customer Relationship

Nowadays, absorbing and retaining customers, as well as effectively managethem, have become a significant resource of Service Company's continuouslycompetitive advantage. Providing perfect service quality is an important premise atabsorbing and retaining customers in Service Company. Although providing"zero-defect" service is the dream of the entire service practitioner, the unique featureof service product makes service problems inevitable. I How to take appropriaterecovery after service, and how to evaluate the effect of service recovery, havebecome the focus of both researchers and practitioners. Considering the importance ofrelationship marketing in service marketing, it is necessary to integrate customerrelationship visual angle into service failure and service recovery management. Underthe Chinese culture of caring personnel relationship and fame too much, investigatingthe customer how to react the service failure and service recovery, as well as servicerecovery how to influence the customer's successive purchase behavior fromrelationship marketing's viewpoint, has become more and more realistic.There are different relationships between customers and Service Company formany reasons. These relationships are not only a reflection of long interactionbetween customers and Service Company, but also can affect single Service contactprofoundly. As a continuous viable, the relationships between customer and ServiceCompany were closely connected with services marketing. The service failure is a"critical incident" in the process of relationship between customer and ServiceCompany, which makes relationships between customer and service in test. At thistime, the perception of customer to the service failure and the evaluation of effect ofservice recovery, are all affected by relationships between customer and servicecompany, and moreover, the effect of service recovery also affect the relationshipsbetween customer and service company. This dissertation is organized centered on thefollowed four questions (1)How to build the service recovery model from customer relationship viewpoint; (2)The effect of customer relationship on service recovery;(3)The effect of service recovery on customer relationship; (4)The effect of servicerecovery and customer relationship on customer behavior. Among these, the second,the third and the fourth question are the concrete parts of the first question, and whichare the three sub models of the overall model.The third Chapter of dissertation was aimed at the first question, which constructthe service recovery model based on relationship. Firstly, the theory bases of servicerecovery were analyzed, nextly, the basis of integration of customer relationship andservice recovery were analyzed, finally, based on past research, propose the overalltheory frame work of the dissertation, and then gave a brief explanation to the basiclogic of the frame work.The second question is solved in the dissertation's fourth chapter. Researchersemphasized that the effect of service recovery was affected by different predictorfactors. Among these affect factors, the attribution of service failure and theexpectation of customer were more important. This research propose that therelationships between customers and company can affect attribution of service failureand the expectation of customer in different ways, and so affect the effect of servicerecovery. Because of the special status of justice frame work in service recoverydomain, this research also explored the mediate effect of relationships betweencustomer and service company to customer perception of justice and service recoverysatisfaction. The research proposed that different relationship quality can affect theimportance of different dimensions of perception of justice to service recoverysatisfaction.The third question is explored in the dissertation's fifth chapter. To explore theaffective relationship between service recovery and customer relationship, we beganwith the evaluating of the effect of service recovery Firstly, explored the effect ofdifferent dimensions of justice on service recovery by using the bridging action ofjustice theory in service recovery, secondly, discussed the influence of servicerecovery and total satisfaction on customer relationship; finally, explored the service14 recovery paradox which has been focused on by many researchers, and tried to testwhether service recovery paradox exists in customer relationship.The sixth chapter disscussed the fourth question, Since the fomer research havecontroversy over the relationship between service recovery satisfaction, totalsatisfaction and customer behavior, the paper introduced the variable of customerrelationship, hoping to give an explaition of the contradictions. First, discussed therelationships between Service recovery satisfaction, total satisfaction and customerbehavior, and then explored the influence of customer relationship on customerbehavior.The seventh chapter is an empirical research part. firstly, the research design anddata collection were conducted, which explained the industry from which the sampleswere collected and the dimension variables we employed. We analyzed the data ofpre-survey. Based on which, we practiced a survey of 1000 questionnaires inrestaurant industry, and then account for the result of the descriptive statistics of thesurvey. Then we analyzed the data of the formal survey, which adopted multiplelinear regression analysis and SEM model to test the theory model and hypothesisproposed in the fourth, fifth and sixth chapter.Based on empirical research, the main conclusions are as follows:First, relationship quality affects recovery satisfaction directly and indirectly. Inaddition to the direct effect of relationship quality on satisfaction, it also has indirecteffect on recovery satisfaction across perspective justice, serivce failure attributionand recovery expectation. Among these different effect ways, the indirect effectpredominated. Among the indirect effect, perspective justice has the biggestproportion, and the controllability of attribution and the recovery expectation have theside effect.Second, after the Service failure, customers with high relationship quality withthe service company will have higher service recovery expectation.Third, the interactional justice, procedural justice and distributive justice arethree factors of the same one high-order factor. All the three kind of service justice has direct effect on customer's recovery satisfaction. Among them, distributive justicewas the most important to the service recovery satisfaction. While interactionaljustice also has obvious effect on customers over all satisfaction and customer's trust.Fourth, the degrees of the different dimensions of perceived justice in affectingrecovery satisfaction are different because of the high or low level of relationshipquality. As for the customers with high relationship quality, in contrary to customerswith low relationship quality, the procedural justice and the interactional justicedimensions were more important to recovery satisfaction; and as for the customerswith low relationship quality, in contrary to customers with high relationship quality,distributional justice was more important.Fifth, recovery satisfaction has a positive effect on overall satisfaction.Sixth, customer trust has an obvious positive effect on commitment.Seventh, customer trust and commitment moderate the relationship betweencustomer's satisfaction evaluation and customer's behaviors intention. This becausethe effect of customer's recovery satisfaction and overall satisfaction on customer'sbehaviors intention were not obvious, while, customer's recovery satisfaction andoverall satisfaction have obvious effect on customer trust and commitment, and at thesame time, customer trust and commitment have obvious effect on customer'sbehaviors intention.Eighth, there is no "service recovery paradox" in customer relationshipvariables.The innovations of this paper's are as follows:First, provided a new viewpoint of understanding the service recovery and therelationship marketing. There is little research in past to explore the customerrelationship factor, although there are some relative researches, the content isscattered, which haven't explored the overall factor of relationship factors in servicerecovery, it's especially lack of research in the concrete effect mechanism ofrelationship on service recovery effect. The paper combined service recovery andcustomer relationship together, which provided a new view point of understanding the service recovery and the relationship marketing.Second, the research filled up the deficiency of the former research's lack ofresearch on the interaction relationship of the continuous customer relationship andthe recovery effect. As one of the effect factors and one of the results of servicerecovery, customer relationship absorbed attentions of some researchers, but theresearchers are lack of comprehension of the concrete effect mechanism ofrelationship on service recovery effect. Moreover, as one result of the servicerecovery, the importance of customer relationship variables in customers' followingpurchase behaviors hasn't got enough respect. The research is for the first time toexplore the customer relationship as an influencing factor and one of the recoveryresults in one model. The paper purposed the active mechanism of customers'relationship before service recovery on service recovery satisfaction based on theformer relative theories, and made embedded research on the importance of customerrelationship variables in the evaluation of service recovery, there by, build the servicerecovery theory model based on customer relationship, and then tested the property ofthe theory by empirical research. Consequently, the paper fills up the deficiency ofthe former research's lack of research on the interaction relationship of the continuouscustomer relationship and the recovery effect.Third, the paper analyzed different importance of the dimensions of perceivedjustice in effecting on recovery satisfactory in different customer relationship. Thecurrent research haven't explored the relationship of perceptive justice and servicerecovery satisfaction; and were lack of the understanding of the different importanceof the dimensions of perceived justice in effecting On recovery satisfactory indifferent relationship quality. The paper explored the differences of differentdimensions of perceived justice in effecting on recovery satisfactory in differentrelationship quality, and demonstrated the existence of the differences by statisticalanalysis tools, which offered the theory basis for the service company to adoptrecovery measures according to different relationship conditions.Fourth, the paper analyzed service recovery paradox in customer relationship. Although whether service recovery paradox exists in recovery satisfaction caughtsome researchers' attention, few researchers have explored if it exist in customerrelationship variables. In the culture of China, the research to this topic is still blank.The research for the first time to explored the service recovery paradox in customerrelationship variables, and explained the result objectively.