Research On The Mechanism Of Service Failure And Service Recovery From The Perspective Of Moral Ethics

Service failure is unavoidable in business management.When service failure occurs,businesses usually adopt service recovery,the process by which a business attempts to rectify undesirable situations.Along with the depth awareness of service failure and recovery by the academic and service industry,how to provide effective service recovery,how to obtain consumer satisfaction through service recovery and to rebuild the trust of consumers are important problems which need to be solved.Research findings,however,reveal interesting inconsistencies on how should a business make the service recovery.Based on the perspective of consumers' moral ethics of service failure,this dissertation investigates the effect of service recovery on recovery performance as a function of consumers' moral judgment of service failure and also explores how consumers' moral judgment works.Moral judgments are evaluations resulting from psychological questions about the morality of minor or major infractions.Different individuals will have different moral judgments on service failure and the individual differences in moral judgment of service failure will have an effect on their recovery evaluations.Based on the perspective of moral judgment,this dissertation puts forward the frame model about service failure and service recovery,which mainly focus on the following questions: first,whether consumers' moral judgment of service failure will have an effect on their recovery evaluations;second,whether recovery attributes and consumers' moral judgment of service failure will have an interaction effect on their recovery evaluations;third,what is the relationship between consumers' moral judgment,attribution and perceived justice;last,what is the mechanism of consumers' moral judgment of service failure on recovery attitude?In this dissertation,five hypotheses were proposed,684 data were recruited through four experiments,and the PROCESS method was used to analyze all the data.Through the data analysis,the main conclusions of this dissertation are reflected in the following aspects:(1)recovery performance is a combined function of recovery magnitude and consumers' moral judgment of service failure,more specifically,when consumers perceive the service failure is unethical,high recovery will be counterproductive;(2)recovery performance is a combined function of recovery attributes and consumers' moral judgment of service failure,more specifically,when consumer perceive the service failure is less moral,compensation recovery may have an negative effect on recovery performance,and when consumer perceive the service failure is moral acceptable,even though compensation recovery is better than apology recovery,but there is non-significant differences between the two;(3)perceived justice can be used to explain the process how consumers' moral judgment works and also the mediating role of perceived justice is influenced by moral judgment of consumers on service failure;(4)there is no significant impact of consumers' attribution,the severity of service failure and consumer gender on the model of service failure and service recovery under consumers' moral judgment.The research findings of this dissertation not only advance the service failure and recovery literature,but also enrich knowledge and understanding of the dynamic process of service failure and service recovery,moreover,the research findings provide more accurate guidance to recovery strategies which has important guiding significance.