The Research Of Service Recovery Strategy Based On Customers' Satisfaction

With economic development and the constant upgrading of industrial structure, the tertiary industry giving first place to service trade gets prompt development, and it has become the major industry in three major industries gradually. The rapid development of service trade has brought enormous benefit to society, but a lot of questions exist unavoidably. Because service is different from entity product, it has some special characters, such as otherness, intangibleness, instantaneousness of producing and consuming, the mistakes will occur inevitably when the service is supplied to customers. Although the appearance of service failure has certain rationality, actually it does not have the rationality to exist continuously, otherwise it harms not only the customer, but also the enterprise—a great deal of customers and the profit will run off. In order to overcome negative influence that the service failure brings to enterprise, enterprise should develop the service recovery which takes customer satisfaction as the core and basis, and establish the perfect recovery strategy.According to the reality that service recovery is conducted by experience without theories guidance at present, this thesis begins with an analysis of the ways of service recovery, draws lessons from research result of numerous scholars and combines the characteristics of the service trade on the basis of reviewing related theoretic literature. Then it puts forward a theoretic model of service recovery based on customer satisfaction, discusses the influence that service failure and service recovery have on the customer satisfaction, analyzes customer's response to the enterprise different way to deal with service failure, which can help superintendent to design service failure processing plan much more effectively and appropriately.Under the frame of society exchange theory and on the basis of customer satisfaction theory, staff satisfaction theory and the service justice theory, this thesis applies the disparity theory, prospect theory and attribution theory, analyzes the influence which each kind of remedial treatment has on customer satisfaction and the influence factor of customer satisfaction after service recovery in different failure situation, attempts to study service failure and service recovery from deeper and wider field, and provides theory and reference for service industry in service recovery area.