Service Recovery Research Of Department Stories Based On Customer Complaint Handling

With fierce competition in the market, enterprises have gradually recognized that the customer has become the company's most important asset, the value that customers bring make the enterprises'business grow more, thus customer retention becoming more and more important in business success. It is ideal to deliver perfect products and services to customers, so failures are inevitable, so customers'complaints is also inevitable. As the enterprise, the attitude faced to customer's complaint is to properly handle well, to win customers satisfaction. Customers' complaint has become the hot topic between enterprise and academic circles. So dealing effectively with customers'complaints become of paramount importance.Department stores were once the main formats of Chinese retail industry. In recent years with the rapid development of new retail formats and the influx of foreign department stores, the source of customers was divided. At the same time, many problems existed in traditional department store resulted in high operating costs and corporate profits declining. The traditional department store is under tremendous pressure to survive. As a place to provide services related to people's lives, department stores face many and complex flow of people every day, its customer complaints are very serious. So it is of profound significance to research customer complaints handling of department stores.Based on related theories, background of department stores and characteristics of Chinese market and Chinese customers, this paper constructs a research model, including customer complaint, perception justice, customer satisfaction and customer loyalty. Then through collecting 170 customers'data in the department stores, using structure equation analysis method to discuss the relationships between the variables.Through the analysis, the main findings of this paper include:complaint expectation has a positive effect on procedural justice, interactional justice and distributive justice, and procedural justice, interactional justice and distributive justice has a positive effect on complaint satisfaction, the effect of the interactional justice is the greatest; he second one is distributive justice, the effect of the procedural is the smallest. Complaint satisfaction has positive effect on customer loyalty.