| In the increasingly competitive service market, it is necessary for the businessman to take appropriate service recovery action for their service mistakes, in order to reduce the negative reputation and the loss caused by service mistakes. So far, there have been many scholars pay attention to service mistakes and the influence to the customer service attitude and behavior intention. There are overlapping places in these research perspectives, but they express the attitude and behaviour influenced process of customer service recovery from different aspects. This paper revealed the relationship between them from a new perspective, customer psychological contract.Based on the theory of service recovery, psychological contract, attitude and behaviour indention, this paper took a systematic literature exploration and empirical method discussed influence of service recovery to the customer loyalty, in the perspective of psychological contract. Study1 took 259 people with service failures and recovery experience as the object, and by depth interview and questionnaire survey found: there is significant negative effect of customer service recovery to psychological contract violation; significant negative effect of psychological contract violation to customers'attitude and behaviour indention. Then, took 549 people with service failures and recovery experience as the object, this paper further analyzed the controllable effect of relationship strength through Study2, and test the different sensitive degree in different classification cases.Finally, in light of above conclusions, this paper did some discuss and gave some suggestions on improving customer loyalty and reducing psychological contract violation in the realistic environment. |
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