Study On The Relationship Between Service Recovery And Behavioral Intentions Based On Customer Perceived Justice

As market competition continues to intensify and service industry is developing, service marketing is widely concerned by both academia and business world. But, the "zero defects" service can't be achieved because of the intangibility, heterogeneousness, simultaneity of producing and consuming, and easy-passing characters of service.Service failure decreases customer satisfaction and destroys customer loyalty, But effective service recovery can not only make the company restore over from the failure, but also increase customer awareness of the company image. More and more companies consider service recovery as an opportunity to consolidate customer loyalty, and implement it as a key strategy for maintaining and improving overall customer satisfaction. It has both theoretical and practical significances to study on customer satisfaction with service failure and recovery encounters.Previous studies have found that perceived justice plays a very important role in explaining customer satisfaction after service recovery. In terms of related theories, the dissertation proposes hypotheses, explores the influence of customer perceived justice on customer satisfaction, customer attitude and behavioral intention when service failure occurs.Then arrange some theories and develop the local scale which is suitable customer to evaluate perceived justice, customer satisfaction after service recovery, customer attitude and behavioral intention, and use the critical technique method with a sample of consumers from Shenyang catering. At last, we get 278 samples for future analyzing.After doing factor analysis and test the reliability and the validity of the variables, the results show that the dissertation's questionnaire has good reliability and validity, and the factor analysis shows t the perceived justice has three dimensions which are consequence justice, procedural justice and interaction justice.Then use Structural Equation Modeling and AMOS4.0 soft to analyze the influence of customer perceived justice about customer satisfaction, customer attitude and behavioral intention. The results show that:each dimension of justice has a different direct impact on customer satisfaction after service recovery, and the impact of consequence justice on customer satisfaction is greatest; consequence justice and interaction justice have notable effect on customer attitude after service recovery; customer satisfaction after service recovery has notable effect on customer attitude; customer attitude also has notable effect on behavioral intention. Finally the dissertation gives some managerial suggestion to company on how to make service recovery for improving customer satisfaction and behavioral intention.