Study On The Relationship Among Perceived Fairness, Consumption Emotion And Effectiveness Of Service Recovery Of Hotels

The service quality of hotels is always an important factor which is related to hotels'sustainable development. However, with the rapid growth of hotels'quantities and scales, the service quality meets a serious challenge. Managers and employees want to enhance the customer satisfaction through effect service recovery once the service they offered cannot meet customers'demands. Thus, how to improve the effectiveness of service recovery attracts more attention than ever before.This paper analyses how to improve the effectiveness of service recovery from cognitive and emotional perspectives, explore the relationship among customers' perceived fairness, consumption emotion, emotional bond and the effectiveness of service recovery. Firstly, based on the definition of the research objective, the literature review about fairness theory, consumption emotion, satisfaction and behavior intention was first conducted. Especially, combined with experts' suggestions, the research model on the relationship among perceived fairness, consumption emotion, emotional bond and the effectiveness of service recovery was built. Secondly, the measures of variables are designed through inquiry with experts, customers and employees. After the pretest, the variables were purified and the final questionnaire was formed. Thirdly,426 respondents from different hotels, enterprises and tourist attractions accepted the survey who offered the research data which are analyzed by SPSS 18.0 and AMOS7.0 software later. According the result of the factor analysis, the research model and research hypotheses were verified and modified. At the same time, the independent sample T test and one way ANVON test were used to figure out the socio-demographic traits of the respondents (sex, age, education, monthly income occupation) and hotel grade's influence on variables. Finally, managerial implications for how to improve the effectiveness of service recovery in hotels were launched based the research discussions.The main conclusions of this research are as follows. Firstly, there are three factors in perceived fairness, distribution fairness, procedural fairness, and interactional fairness respectively. Secondly, consumption emotion includes two factors, positive consumption emotion and negative consumption emotion, which are independent variables. Customers will experience both emotions during their consumption processes. Thirdly, perceived fairness has the close contact with consumption emotion, they are, distributional fairness and procedural fairness have the positive prominent effect on positive consumption emotion, and distributional fairness and interactional fairness have the negative prominent effect on negative consumption emotion. In terms of the effectiveness of service recovery, distributional fairness and procedural fairness have the direct positive prominent effect on customers'satisfaction. Meanwhile, procedural fairness has the positive direct effect on repurchase intention and positive Word of Mouth, and interactional fairness has the indirect effect on satisfaction through consumption emotion. Fourthly, consumption emotion has the close effect on emotional bond, such as negative consumption emotion has the negative effect on customers'emotional bond. Last but not least, emotional bond has the great contact with the effectiveness of service recovery. Especially, the satisfaction has the direct positive effect on emotional bond, and emotional bond has the direct prominent positive effect on repurchase intention and positive Word of Mouth.