Effect Of Service Recovery Methods And Service Recovery Contents On Customer Emotions And Behavior Intention

With the continuous improvement of the national economy, consumer has put forward higher requirements to the service industry. But a variety of service failures or even disasters were seen in the newspapers and the media frequently, causing widespread attentions of the society. In fact, as service has some characteristics, such as intangibility, heterogeneity, inseparability of production and consumption, perishability and so on, service failure can not avoid completely, which bring negative effect to the emotion and behavior intention of consumers, eventually may lead to consumer drain. Researchers proposed a lot of effective service recovery methods, but lacking the effectiveness demonstration test of the various recovery methods in different failure situations, consequently can not give pertinent recovery suggestion.Based on the summarizing of predecessor documents and deep interviews of related personnel, the theoretical model was constructed based on service failure, service recovery, consumer emotion, consumer behavior intention, and simulate eight service failure and recovery scene, formating the questionnaire. We issued 560 questionnaires in two universities at Hefei and the Hong Kong commercial center at Maanshan, reclaiming 496 valid questionnaires. After the statistical processing of the data, we use the reliability analysis, validity analysis, Analysis of Variance, multivariate variance analysis and path analysis to test the scale reliability, validity and research hypotheses. Finally, based on the testing on hypothesis, specific service recovery methods in different service failure situations are proposed.The main innovations of this study include the following:(1) Based on summarizing the predecessor research results, service recovery contents are partitioned into the spiritual recovery and material recovery; service recovery methods are partitioned into the proactive recovery and reactive recovery, which provide a new mentality to further study the service recovery.(2) combining the service recovery method with the service recovery content, on the basis of strict proof, four service recovery way are proposed and the effect difference of different way to the different types of service failure are demonstrated. Also, the correlation between the service recovery, consumer emotion and consumer behavior intention are validated, which enrich the service recovery theories to a certain extent.(3) Based on the study conclusions, service recovery suggestion are given when service corporation in the face of service failure, which provides a valuable reference for service corporation to improve service quality and reduce the loss of consumers.