Study For Service Recovery Strategy On Airline Company Overbooking

Under the background of so-called economic globalization, the marketing competition is getting fierily, and becoming more critical because of trading barriers being broken little by little in the world. Striking and adhering customers have been becoming the one of the strategy goals for a company, especially for a service enterprise such as airline companies. The features of intangibleness, volatile-ness, inseparability, differential-ness for the service products, and the complexity of customers' expectation, and the subjective complexion and uncertainty of the service quality evaluation, as well as service situation uncertainty, all of them, will conduce to the some of the service failings to seem to be unavoidable."Service recovery" means the kind of the measures and effort will be taken for correction or salvage the "wrong service" after some of the service failings has been occurred. It is certainly right that the customers always are first under any situations in service, and the saying is not just to be put on the sides of one's mouth. Conversely, it will become the driving force of promoting the service quality, and finding and developing the marketing fields for a company. The company's marketing strategy should be put into the upgrading the customers' satisfactoriness and its public figure. Excellent "Service recovery" will be able to eliminate or deceasing at least the negative effects due to the low-level service or service failings, and to increase the customers' satisfactoriness, and faithfulness, to push up the company's visualization and so on. "Service recovery" is not a marketing ideal and also a competition strategy in the markets. So "Service recovery" is getting more concerned and emphasized by scholars and managers. It is becoming an important part in the service marketing and management study.In the Revenue Management of foreign airline companies, overbooking service is not an important subject being researched for the longest time in the history, but also It is the earliest and widely used a managing measure for increasing revenue. Recently, overbooking begins to be used for increasing benefit by the domestic airline companies. It solves the problem of the seat-emptiness in a flight because of the customer, who has bought the flight's ticket, is not coming for boarding, but positive effects have been occurred such as the customer's dissatisfy and complain, who met with the situation of overbooking and the seats had been fully seated by others who have also bought the flight's tickets reasonably. Severely, a company may loss the customer forever. If the company has set up the set of measures and program for service recovery strategy, the customers, who have been lost before, may be recalled back, and be prevented from customers' loss. Obviously it has an critical signification for companies' development and marketing strategy.The Service recovery theory has been used in this paper for an analysis of the practice situation and service failings under overbooking service in the domestic airline companies, and presented un improving service recovery strategy, and using the strategy into the recovery practice of a airline company, the result has proved the service recovery strategy presented by this paper has feasibility and some directional meanings.The paper mainly completed the four following study aspects: 1. the achievements of the service recovery theoretic study have been overviewed and summarized. 2. the application and overbooking theoretic study for airline companies. 3. the service recovery theory and measures have been used in the investigation practice of asking-answering to customers in site for the overbooking service of a company, and the data have been analyzed in the paper. Based on this analysis, a recovery strategy has been presented also. 4. the service recovery strategy achieved in this research is also been used in a airline company's service recovery practice.The results have gained from the paper is the supplement of the service recovery theory, as well as they will play a active role to airline company's Revenue Management.