An Emprical Study On Relationship Between Service Remedy And Customer's Satisfaction

In 2006, with the enforcement of new Basel capital accord and the fully open of our bank, foreign banks entered customers'market of national bank and "compete for customers" became more and more fierce. In the banking field, high quality products and reasonable prices surely affect customers'policy, but at the same time, they are easy to imitate by competitors. However, it is hard to copy high quality service which can construct the determining factors of lasting competition of banks. The specialty of service determines the unavoidability of service failure, thus reducing the degree of customers'satisfaction and destroying the faith of customers. The importance of remedy for service attracted the attention of scholars and enterprises in 1980s. And the key is how to make effective remedy. Effective remedy can not only make up the loss caused by service failure, but also strengthen the image left in the customer, make the brand known, reduce the conversion of customers and bring more profits for banks. More and more banks and service-oriented enterprises consider service remedy as an opportunity of strengthening the degree of customers'faith, and also a key strategy for remain and improve customers'satisfaction. Therefore, it is of great theoretical and practical importance for studying the degree of customers under service failure and service remedy.On the basis of literature at home and abroad, this study made a systematic study on relevant theories. Drawing lessons from service remedy model put forward by some scholars and orienting by the theory of customers'satisfaction, this thesis builds its focus---the relationship model between service remedy and customers' satisfaction with the context of service mistakes. This model includes three facets included in expectation discrepancies and fair services. To better verify the relation between each variant and customers'satisfaction, we make a questionnaire about customers'evaluation about service remedy. After investigating by practice and internet, we get 243 valid samples for empirical analysis.The study finds that discrepancies and service justification can well explain the theory of customer satisfaction. It can be said that after customers experiencing service failure, they will not only evaluate gain and loss, but also evaluate service remedy. Meanwhile, interactive and procedure justification in service also have an obvious effect in the quality of remedy. As for the bank, enforcing valid remedy needs both promise justification and different expectation of customers. Moreover, we should make remedy meet customers'expectation as possible as we can, reduce the waste of band resource, improve remedy quality and increase customers'satisfaction. Finally, we make a comment on service failure and customers'satisfaction about service remedy. Thus, suggestions are proposed for the limitations and the further study.