An Research On Service Recovery Operation Mechanism From The Perspective Of Organizational Performance

Nowadays, it has been a major direction in China's governmental macro-control policy to speed up the development of the service industry and to enhance the leading status of the service industry in the national economy. This industry has kept increasing its developing pace along with the adjustment of our national economic structure. Meanwhile, lots of problems in the management emerge. Relative data show that the service quality management, esp. the service recovery management at the time of service failures, has been observed as one of the severest problems. Therefore, it's theoretically instructional and urgently practical to study the mechanism in the field of service recovery management.According to related service recovery literature study and interview, there's still a lot of space in the research of the content and structure of customer satisfaction with service recovery, the relationship characteristic of service recovery, and internal service recovery. On the practical level, service-providing businesses are not familiar enough with service recovery management, which implies that business supervisors need more guidance in their practice of service recovery management. This research starts from the logic relationship between service recovery and organizational performance, takes the theory of service profit chain as its reference, integrates internal and external service recovery into a theoretical analysis system, structures and verifies the operation mechanism model of businesses' service recovery from the perspective of organizational performance, and explains both theoretically and practically the internal function and mechanism of this "input" variable of service recovery on the "output" variable of organizational performance. The result makes up for some theoretical shortage and offers some beneficial study in the field of service recovery planning and management.More specifically speaking, this thesis begins its theoretical study on the qualitative analysis about the content and structure of customer satisfaction with service recovery, the relationship between internal service recovery and employee performance, and the relationship between external service recovery and operational performance. Then, it structures the operation mechanism model of businesses' service recovery from the perspective of organizational performance (see Chapter 3). Afterwards, the thesis makes some empirical studies on three sub-models by using empirical methods of Scale Constructing and Structure Equation Modeling. Sub-model No. 1 aims at studying the content and structure of customer satisfaction with service recovery (Study No. 1, see Chapter 4); sub-model No. 2 introduces the commitment-trust theory of relationship marketing, structures the customer retention model under the service recovery background, and reveals the endogenous relationship characteristics of service recovery (Study No. 2, see Chapter 5); sub-model No. 3 studies the content of internal service recovery and its influence on frontline employees' attitude and behavior variables, which is from the viewpoint of frontline employee (Study No. 3, see Chapter 6). Among them, Study No. 1 is the basis and starting point of service-providing businesses' planning on service recovery strategy; Study No. 2 both explains the mechanism of the influence of external service recovery on customer relationship maintenance(customer retention), and reveals the importance of external service recovery from the angle of operational performance; Study No. 3 emphasizes the essential value of internal service recovery on frontline employees' emotion and their external service recovery performance from the angle of employee performance.The study of this thesis systematically explains the internal mechanism of the influence of service recovery on organizational performance; it makes up for some theoretical shortage and goes further in the part of service recovery planning and management. The innovative points in this thesis are as follows.i. It shows the content, structure and specialty of customer satisfaction with service recovery in the context of Chinese culture;ii. It does verify the service recovery is a very important means of practicing relationship marketing for service-providing businesses; iii. It broadens the research field of internal service recovery;The conclusion of this thesis might be helpful for service-providing businesses to plan their comprehensive management, to structure their service recovery system, to improve their external and internal service recovery, to include external service recovery management into their customer relationship managemental system, to implement management on their frontline employee and on the customer relationship, and to realize the performance-enhancing function of service recovery.This thesis focuses on the integration of businesses' service recovery framework and organizational performance. For its further research, the influence of proactive service recovery on organizational performance should share more attention, and service recovery should be taken as an important quality management strategy in the service-providing business. Therefore, from the perspective of general competitiveness of service-providing businesses, the specific studies on service recovery capability should become the starting point which includes its content, measurement, and precursors, as well as its influence on financial performance will be systematically studied. Besides, according to the managing procedure of present theoretical development, the scientific development of the practical mechanism of service recovery which is suitable for Chinese service-providing businesses at present should still be the research direction in future service recovery study.