Perspective Of Customer Relationship Service Recovery Subsequent Customer Behavior Intention

Nowadays, absorbing and retaining customers, as well as effectively managethem, have become a significant resource of Service Company,s continuouslycompetitive advantage. Providing perfect service quality is an important premise atabsorbing and retaining customers in Service Company. Although providing perfectservice is the dream of the entire service practitioner, the unique feature of serviceproduct makes service problems inevitable. How to take appropriate recovery afterservice, and how to evaluate the effect of service recovery, have become the focus ofboth researchers and practitioners. Considering the importance of relationship visualangle into service failure and service recovery management. So, investigating thecustomer how to react the service failure and service recovery, as well as servicerecovery how to influence the customer's successive purchase behavior fromrelationship marketing's viewpoint, has become more and more realistic.Consequently, the perception of customer to the service failure and the evaluationof effect of service recovery, are all affected by relationships between customer andservice company, and moreover, the effect of service recovery also affect therelationships between customer and service company. This dissertation is organizedcentered on the followed three questions：1,The effect of customer relationship on service recovery satisfaction；2, The effect of service recovery on customer relationship；3,The effect of service recovery and customer relationship on customer behavior.After the interviews with interrelated documents, the research model is constructedwith perceived justice with service recovery, customer's recovery satisfaction andbehavior intention. Meanwhile, in order to explore the relationship between customerwho experienced service recovery, relationship quality will be the moderator. In thisstudy, the author delivers the questionnaire in the hotel industry and gets245effectivesamples data analysis. The main conclusions are as follow：1,Customer Perceptive Justice affects recovery satisfaction directly.2,Trust and commitment plays a regulatory role between perceived justice withservice recovery and recovery satisfaction.3,Recovery satisfaction affects recovery relationship quality directly.4, Recovery satisfaction and recovery relationship quality affects follow-upbehavior intention directl.