A Study Of Values' Effect On Customers' Justice Perception In The Process Of Service Recovery

Due to the heavy involvement of human elements in the production and consumption of service, it's hard to avoid service failure, and in order to prevent the loss of customers and the diffusion of negative word-of-mouth, the service marketer must take service recovery measures. But a lot of evidence proves that about half of the customers felt unsatisfied about the recovery measures taken by the service company, and it's urgent for the service industry to resolve the problem of how to elevate the successful rate of the service recovery. Meanwhile, culture values'effect on the customers'consuming psychology and behaviors is increasingly attracting scholars'attention worldwide, and in the process of service recovery, the influences of consumers'values on the justice perception and satisfaction are becoming stronger. As far as China is concerned, its market is huge and its values are mixed, which bring more challenges to the effort of service recovery. Based on this context, this passage explores the differences of customer's perception and evaluation about the service recovery from academic and empirical angles.In the first place, this thesis generalizes its research background, aims, implication and method and describes its research frame as well as its difficulties and highlights of the thesis In the second place, this thesis reviews the related literature about culture values, justice perception of service recovery as well as the relationships between culture values and justice perception, and finds the blank point of research that is the start of this thesis. In the third place, this thesis constructs the model of empirical research, confirms the hypotheses and its foundation and defines the meanings and dimensions of variables. And then, based on the collection of initial dates, this thesis analyzes the characters and relationships of the variables and checks up the hypotheses made before. Finally, this thesis concludes the academic and empirical research production and puts forward management advice for the activity of service recovery, meanwhile, it also sums up the limitations of the research and some suggestions for future research in this field.