Empirical Study On The Relationships Between Service Recovery Quality And Customer Loyalty

With the rapid development of domestic enterprises and the substantial influx of foreign-funded institutions, the competition of catering industry is becoming more and more increasingly fierce. In such a situation, the improvement of the customer loyalty has become an important issue that business pay close attention to. Thus, people pay much more attention to the consumer service recovery quality which is thought as an important factor of the consumer loyalty. But the problems are not be solved that how recovery quality affects on consumer loyalty and differences of influences on consumer loyalty under different condition. It is not clear to catering industry that how can they use service recovery quality to retain consumer loyalty and to raise the benefit, and there is no word yet on keeping customers and the improvement of business performance. It is under such circumstance that the research has far-reaching significance on theory and in practice in conducting study on consumer service recovery quality and its impact on consumer loyalty.Based on the reviewing, colleting and analyzing a large number of literatures about service recovery quality and customer loyalty in our and foreign countries, the concept of service recovery quality and customer loyalty is defined and evaluation methods of service recovery quality and customer loyalty are reviewed in this paper. Then we raise the idea of the conceptual model and related assumptions combined the actual practice of the catering industry. The survey questionnaire data of the empirical study is from nine selected catering service enterprises in Shenyang City according to geographic location, consumption level, scale of operation, state of operation and credit reputation, and we verify the reliability and validity of the questionnaire. And then the data collected is analyzed by using SPSS16.0 statistical analysis software. At first, recovery quality factors influencing the customer loyalty are analyzed by factor analysis method, and the result reveals that recovery quality can be divided into three dimensions: distributive justice, procedural justice and interactive justice. Secondly, we conduct correlation analysis of each variable. Meanwhile, the samples are divided into four categories via cluster analysis in accordance with substitute selectivity and the switch costs. And then, we make the regression analysis of the four categories separately and reach the research conclusions of this paper which show that the three dimensions of service recovery quality have different influence on customer attitude and behavioral loyalty in different situations. At last, some suggestions are proposed about the operation and management of catering industry on the basis of the conclusions of our research. Besides, this paper also points out the limitations and gives an outlook to the future research direction of this dissertation.