Expand The Dimension Of The Fair Enterprise Affect The Relationship Between Research, Service Recovery And Behavioral Intentions

In recent years, as the emphasizing of service becomes sharper, the development of research in service was growing at striking speed. Service recovery is an important research field rising swiftly in service management recently.Among all branches of research in service recovery, the study on the relationship between service recovery, perceived fairness and customer behavior intention is the most critical problem. Although scholars have made great devotions on the issue, and also got some useful models, the advance of the research on service recovery and justice perception need the updating of these models to adjust their new development. Realized the requirement, following current research outcomes, this paper set eyes to the relationships between service recovery, perceived fairness and customer behavior intention in the background of restaurants industry, and obtained a new model fit for the latest development.Through theory deduction and demonstration, the author proved the possibility and necessity of the expansion of dimensionalities of service recovery and perceived fairness, established a new model for the relationships of service recovery, perceived fairness and customer behavior intention, figured out the fuction of recovery initiative and informational justice as expanded dimensionalities. Furthermore, this study put forward the hypothesis that customer trust plays an important role in the whole model as regulating variable, and validated this hypothesis partly.Besides, this research also testified the models already existent, and on the other hand, overset some conclusions found by other researches.