An Exploratory Investigation On The Influence Of Coupons On Post-service-recovery Customer Satisfaction And Re-purchase Intention In The Context Of Online Travel Reservation

Intangibility, heterogeneity, simultaneous production and consumption, and perishability of services have determined that service failures are difficult to avoid. Relevant research previously focused on the causes of for service failure and the types of service recovery. This study investigated the role of coupons in online travel reservation service recovery.In this paper, scenario-based experimental design was conducted on the factors of the severity of service failure and service recovery strategies coupons of different types to simulate 6 different coupons remedial scenarios. Through the survey method to obtain data on the failure of the seriousness of different cases in different denominations and valid for remedial strategies coupons ,coupon value and coupon remedy timing on customer perception, customer satisfaction and behavioral intentions of an empirical analysis, and to explore the different denominations and coupon valid for the most appropriate remedy under the Policy. This empirical study marketing and management scholars in the country now has some innovative.In this paper, combining method of theoretical and empirical research, proposed remedial coupons online service strategy, provided practice means to customer satisfaction after recovery and re-purchase intention ,has a certain reference value on service recovery strategies in management theory and practice.