The Construction And Empirical Research Of Service Recovery System In Enterprises

The economic globalization affects the direction of economic of China. With the rise in the national economy of tertiary industry, Chinese service industry develops rapidly and creats huge economic benefits also exists a lot of service problems.The difference between service and tangible product is that service is intangiblility, simultaneity of production and consumption, difference and perishability, It can only be felt but touch,the process of providing is the process of consuming, the same kind of service brings about different experiences to different consumers, the same kind of service is different by different organizations providing, the excess services can not be kept but be wasted. Therefore,there is no exactly standard defination of service even more obscured by people's subjective assessment.In the service industry, service emerges as a special kind of product form, but with the same purpose as entity products, which is to meet customers'demands and needs. However, this demand and need emphasize more on the customers'psychological feelings, a satisfaction after experience. Satisfaction is a subjective feeling, which is difficult to be accurately judged, so the quality of services is also difficult to be measured.In the real production and operation of service business, the special characteristics of service has brought a high degree of uncertainty to the enterprise, and the ambiguity of service standards has increased the difficulty of providing service of high quality. Also, the fact that service quality is hard to be measured has added obstacles to businesses to supply services of high satisfaction. Therefore, failures of service are inevitable.The occurrence of service failure will result in lower customer satisfaction, while the number of dissatisfied customers will directly result in negative publicity for enterprise customers, and even loss of customers, in order to be able to attract, retain customers, reduce business risk arising from the loss, and improve service enterprises competitiveness, service recovery must be carried out.Service recovery is to increase customer satisfaction, to retain customers, to develop customer loyalty, and ultimately, to improve a corporate's profit. This paper begins with the existence of the service relationship, combine the theory of the interest-related and the theory of service profit chain, and then analyze the affecting factors of service recovery and the relationship between the above two factors, trying to construct a"service recovery system based on the service profit chain".The service recovery system built in this paper includes the internal service recovery subsystem, the external service recovery subsystem and the crisis management subsystem. It fully reflects the nature of process in the service recovery, emphasises the systematicness of service recovery, adds the warning function to the system, and give full consideration to the content of different remedial relationships in the recovery of service relationship. It is a comprehensive service recovery system including early warning, recovering and improving the process.Finally, the paper designs the questionnaire and survey based on SERVQUAL scale of service quality measurement. By empirical research of catering industries, it tests and verifies the reasonableness of the affecting factors of the service recovery, and put forward suggestions about service remedying of great practical significance.