The Research Of Service Failure And Service Recovery Of Chinese Commercial Banks

With the opening up of our finance, the competition between foreign capital banks and Chinese commercial banks is more and more drastically, and the focus is service quality. But the perfect service can not be complemented because of the service traits, such as intangible, heterogeneity, simultaneity of produce and consume, can not be deposited and so on. So the service failure is unavoidable. The service failure can depress the customer satisfaction degree, and destroy customer loyalty. But it does not mean that the company loses the customer. Effective service recovery can make the company renew from service failure, and built up the company image, so more and more companies make it as a chance to consolidate the customer loyalty and a key measure to keep and heighten the whole customer satisfaction degree. But our commercial banks do not pay enough attention to service recovery. Through the research of service failure and service recovery, we can improve Chinese commercial banks service quality, and have the better station in the competition with the foreign capital banks to make banks have development.The paper has four parts. The first part is introduction which includes the present status of Chinese commercial banks service and the research of service recovery in the field. The second part is the theory of customer satisfaction and the Gap Analysis Mode, and the content also includes the analysis of banks service quality by the Gap Analysis Mode. The third part introduces the types and reasons of the service failure of our commercial banks. The last part is the principles, system and course of service recovery for Chinese commercial banks, this part also introduces the theory of service recovery.The paper coordinates the research outcomes in the field, and makes the research of the customer satisfaction and service recovery of Chinese commercial banks. The paper brings forward the principles, system and course of service recovery to improve the service quality of Chinese commercial banks.