Research On The Process Management Of Service Recovery

In the condition of the global economic, marketing competition becomes more and more intense, which make develop customers and keep customers become to the service suppler' important strategic objective, and in order to keep the customers, the service suppler should supply the perfect service to the customers every time, which seem to be impossible. All-mighty service suppler can't avoid the subtle service failure because of the inmmaterialitveness, heterogeneitiveness and unreservativene of service, and the customers are perceptional to the service, even the best suppler. Customer often complains after encountering the service. If the service suppler can't dissolve service failure properly, the customers will go, which will loss much more. So, How to transform the passive post complaint attitude has already become one of hot topic in the marketing research.This paper is just about the service recovery process basing on the former research and process theory. The paper first proposed the issues discussed in this paper through the analysis of the environment background about market economy and the analysis of service failure. It reviewed the researches, both abroad and domestic, and it assessed the existing researches on service recovery. Then, it expounded the basic theory of service management, analyzed the concept, characters of service and the model of customer perception service quality. It demarcated the concepts of service failure and service recovery, It explored the theory basis of service recovery, such as perceptional justice, disconfirmation, and social resource exchange and process management.At last, the paper expounded its focal point that is the model of service process...