The Service Recovery Research Of Automotive Dealer

Service failure is inevitable. When a customer encounters a service failure, the rate of defection and the unfavorable behavior intention would be severe, so service recovery in time is necessary in maintainingcustomer and getting customer's satisfaction and loyalty. According to this, I have been in absorbing predecessors on the basis of research results, the author chose automobile services enterprises as research, inspect the relationships among service quality, customer value, customer satisfaction, service recovery and customer conversion intention. This research includes two subjects: First, in after service, what is the influence factor and relationships among customer value , service quality , customer satisfaction;Second, on service failure, how the customer forms the decision of changing. These two question separate, but organic to form the whole as automotive daler service recovery studied.A owner squestionnaire surveyby quota sampling, was carried on among the Wuhan, Shenzhen , Huangshi, Foshan and other places private vehicleins in addition to individual interviews. 155 valid sampleswere collected out of 300 in one month with effective returns-ratio at 51.7%.The data has been tested and in accordance with the general rule of construct validity and reliability.This research utilizes SPSS and structural equation model (SEM ) to analyze to the resulting data that prove the main conclusion is as follows,(1) Customer's expectation has positive influence on the service quality and customer value, but negative influence on the customer satisfaction.(2) The service quality doesn't act on the customer's behavior directly, but through the customer perceptive value and customer satisfaction indirectly acts on.(3) Customer perceptive value has more influence on customer's behavior thancustomer satisfaction.(4) When service failure and before and after service recovery, customer perceptive value, service quality and customer satisfaction have prominent change, but the customer's behavior does not have prominent change.(5) Besides working with the customer's behavior directly, the results of service recovery act on indirectly only through the customer perceptive value, but the customer satisfaction and the service quality does not work with the customer's behavior directly.(6) The finerrer the results of service recovery is, the more customer perceptive value, service quality and customer satisfaction be promoted, and the more the customer's behavior be dropt.