Research Of Prior Acts' Impact On Customer Complaint Behavior And Re-Purchase Intention

As the economy develops, the world economy away from the product into a service economy era times, service quality and customer relations in service factors are becoming the core competitiveness of the main aspects. As the service characteristics of the product itself, service failure is inevitable and widespread. To reverse the service failure caused by customer churn, and the consequences of decline in corporate profits, service recovery has become an indispensable strategic choices. Company can respond through timely and effective remedy to rebuild customer satisfaction, increase customer re-purchase intention and positive word of mouth publicity to regain customer trust.So far at home and abroad, service recovery studies are on service failure occurred after the remedial actions. In this paper, the concept of the prior acts in service recovery, that is, the service failure occurred before a series of measures to reduce the customer for the service failure that may occur arising from complaints to improve customer wishes to buy. And using empirical analysis of the prior acts to achieve the above purpose to explore, which will serve to remedy the remedial actions to expand the definition of the service failures before they occur, to fill the gaps in previous studies and provide the basis of theoretical guidance for business practices.