Study On A Model Of Service Recovery And The Tactics Of Service Recovery

With the economic development and the constant upgrading of the industrial structure, the tertiary industry namely broadly-defined service trade has become the major industry in three major industries gradually. The rapid development of the service trade has brought the enormous benefit to society, but a lot of questions exist unavoidably. And the development and question of service trade has driving service marketing theory and service recovery theory to produce and develop.On the basis of research of numerous scholars, extending their research route, I have introduced the theory of staff satisfaction and the theory of customer satisfaction, and attempt from deeper and wide field study service failure and service recovery, in order to set up a more rational theory model on service recovery. On the basis of the customer satisfaction theory, the staff satisfaction theory and the service justice theory, the model has used principles of resource .exchange, prospect theory and social justice literature. Different from the research in the past, the model has studied the concrete influence of service failure and service recovery on which customers evaluate service, and has studied the influence of the staff satisfaction on service failure and service recovery, ulteriorly the influence of themon customer satisfactionIn the first part of the article, the author have explained the realistic meaning that the question has put forward mainly, and has done simple exposition on the research current situation about service failure and service recovery. The purpose for it is to explain the background and theoretical foundation about designing the service recovery model and advancing the tactics of service recovery.In the second part of the article, it is the research about the reason of service recovery—the research about service failure. In the research, the author used the method of the service flow chart mainly to integrally analysis service failure key, service failure reason, customer' attribution for service failure, failure context and recovery attributesIn the third part of the article, it is the construction content of the service recovery model. In this, from the result of study on service failure, the author has analyzed the structure and elements of the model, and has specially analyzed the basic theory that the model uses. Through an analysis of the model and, the author has drawn the conclusion of the model.In the last part of the article, the author has drawn the concrete tactics of service recovery on the basis of the result that the model is analyzed. It includes the principle of service recovery, the service recovery tactics and service recovery manage.The purpose of this thesis lies in designing a service recovery model on the basic of the theories such as service marketing, service justice, staff satisfied and customer satisfaction, advancing several feasible tactics to recovery service failure and to improve customer satisfaction. The purpose is to strengthen the research on service marketing, and promote the service marketing development in China.Its innovation embodies in mainly: First, it combines together staff satisfaction theory, serve justice theory and customer satisfactiontheory to design the service recovery model; Second, it regards service recovery as a system, but not the behavior reflecting once only; Third, the model has forewarning nature which has recovery function in advance; Fourth, it introduces the service flow chart to study service failure.