Empirical Study Of The Relationship Between Catering Service Recovery, Customer Satisfaction And Behavioral Intentions

With the rapid development of the service economy, scholars have begun to pay more attention to researches on service recovery. researches about service recovery begun at abroad in 1980s, in China ,Study of the service recovery is relatively late, In the recent years, service recovery is still a relatively new concept, The main research direction is divided into two categories, one category is from a strategic point of view to explore the service recovery for enterprises to maintain the importance of competition, from a business point of view propose remedial strategies, Another one uses empirical analysis, From the customer's point of view to evaluate the validity and significance of service recovery, How to carry out an effective service recovery has been the focus of research scholars, it is also the key for the study .Customer satisfaction and positive behavioral intentions are the most basic business objective for implementing service recovery, So the study of the relationship of service recovery, customer satisfaction and behavioral intentions has the important significance. The catering industry will be as the research object to study the relationship between service recovery, customer satisfaction and behavioral intentions.By reading a large number of domestic and foreign related literature, And related theories were consolidated, perceived justice will be as a intermediary variable In this paper, the model of service recovery and customer satisfaction and behavioral intentions has been constructed. In the Model, service recovery has four dimensions, including compensation, response speed, apology and Recovery initiation; Perceived justice has three dimensions ,including result justice, procedural justice, interactional justice, Customer behavioral intention includes customer repurchase intention and word of mouth. The formation of this questionnaire is from the reference of foreign questionnaires, In Hangzhou, they were sent out in the local citizens and students, empirical analysis were finally obtained by 208 valid questionnaires.Empirical results: compensation is related to result justice, procedural justice and interactional justice, response speed is related to procedural justice, apology and Recovery initiation are related to interactional justice. In the influence among customer satisfaction, customer repurchase intention and word of mouth, the roles of three dimensions of Perceived justice are different. Specifically speaking,the result justice has the most important role in the relationship of customer satisfaction and behavioral intentions, Interactional justice second, procedural justice last. In the mediation role of three dimensions of perceived equity found that: result justice and interactional justice play very significant roles, but procedural justice does not have a significant role.