Mobile Communications Customer Satisfication With Service Recovery

This paper will establish a satisfaction model of mobile communications service recovery based on three elements, including service failure, customer complaints and recovery measures, then put forward four fundamental hypotheses, and finally find out the impact of service recovery on customer satisfaction.In this paper, the service failure is attributed to two reasons, interior and exterior factors respectively. The interior factor includes failure of hardware equipment, staff attitude, service delivery, and lack of individual demands, while the exterior factor contains partner failure and force majeure. Then this paper put forward two recovery measures of utilitarian and psychological compensations. Finally, the customer satisfaction with service recovery will be evaluated by Equity Theory.Based on the fundamental hypotheses and through empirical study of domestic personal mobile subscribers, this paper got two conclusions:first, different reasons (interior or exterior) led to service failures have insignificant difference of impact on customer dissatisfaction; while different kinds of service failures have insignificant difference of impact on customer dissatisfaction; second, Different kinds of recovery measures have significant difference of impact on customer satisfaction with service recovery, with the psychological compensation more significant than the utilitarian compensation.