A Study On The Zone Of Tolerate Of Service Recovery In Catering Industry

·With the taking part in WTO of China, many industries are gradually opening including service industry, which makes the competition among service enterprises fiercer. Therefore, it's significant to improve enterprise services in order to maintain their market share. However, due to the special nature of service itself, mistakes or negligence are inevitable in the process of service. In the meantime, proper service recovery could enable customers to regain satisfaction and help enterprises retain customers. Therefore, the importance of service recovery can't be neglected, so as to enhance the competitiveness of enterprises. On the other hand, with the whole world entering the era of service economy, the level of service in a sence represents the economic development level of a country. As a result, studying on service field is of great significance to the development of Chinese economy.·This study introduced the concept of tolerance zone to the service recovery situations, combined with the characteristics of service failure in catering industry, and constructed the costumer tolerance zone factor model of service recovery in catering industry. And then, by the use of correlation analysis and multiple linear regression analysis approach, we looked at the relationship and its strength between the 5 variables including severity of service failure, customers'attribution, number of customer perceived service alternatives, customer relationship quality and experience of the past remedial services and the tolerance zone. Through statistical analysis of empirical data, which showed that the severity of service failure, customers attribution, number of customer perceived service alternatives, and customer relationship quality have significant impact on the appropriate remedy expectation tolerance zone and the regional level of service recovery tolerance zone, and the customer attribution has more significant impact on the other factors. Besides, the experience of the past remedial services has significant impact both on appropriate remedy expectation level and ideal remedy expectation level of tolerance zone, and the change rate of customer ideal remedy expectation level is lower than that of proper remedy expectation level, so the width of tolerable zone excites changing.·Finally, based on these results of this study, some service remedy strategy are provided for the catering enterprises to improve quality of the service remedy and keep satisfaction of customer.