Services Resume And Secondary Customer Satisfaction

After reform and opening up, along with social progress and people’s consumption level increased significantly, the development of China’s service sector has entered the fast lane. especially in the90’s, the tertiary industry’s contribution to China’s GDP is21.4%in1980rose to42.97%in2010. Although this value is high, the tertiary industry’s contribution to the developed countries is generally above70%.while China’s current steady progress towards the developed countries, and the total national product in2010has surpassed Japan to become the second largest economy of the world, we can see that the share of China’s service sector share of GDP will continue to rise, our service will also be to usher in a more rapid stage of development.However, in view of the nature of the service itself, such as intangible, timeliness, production and consumption are not occurred in the same time and other characteristics, makes the service different from the entities marketing. For example, different people have different views about the same standards of service. the final service success is also based on these subjective judgments. Because of these special characteristics, the excellent company also runs services in case of failure. Failure usually means dissatisfaction and complaints, lower satisfaction even massive loss of customers. Desatnick (1994)found that it is about5times cost required to attract a new consumer than maintaining the existing cost consumers. Boulding (1993)also found that the profits would generated to85%if the lost of consumers can be reduced to5%.According to the above views of two scholars, we know that maintaining existing customers is very important.In the case of service failure, excellent service recovery can not only effectively resolve the consumer’s grievance, but also it can increase the satisfaction of the consumer. After the excellent service recovery, the consumer would give the positive words to this company and affect the other buyers. Therefore, it is very necessary to repair the service after the failure. Because the not appropriate remedies are often counter-productive, so we need to understand the relationship between the service recovery and the consumer satisfaction.Consumer satisfaction is the most basic target of remedial action and how to conduct the effective service recovery is the focus among research scholars. in the initial research of the service recovery, most scholars research the theory from the perspective of equity theory. They thought that consumer satisfaction have relationship with the three dimensions of procedural justice, interactional justice and the result justice. when the study of the customer satisfaction continue to go deep, the scholars gradually realize that the second consumer’s satisfaction not only has a relationship with fairness, but also with the recovery expectation of the consumer. They found that if the remedial results higher than the expectations of consumers, consumers will be satisfied. if the remedy results below the expectations of consumers, consumers still are not satisfied. Therefore, we would not only take into account the dimensions of fairness, but also taking into account the expectations of consumers in the study of relationship between service recovery and satisfaction.This research based on the disconfirmation theory to discuss the relationship between service recovery and consumer satisfaction.we would study the relationship between three dimensions(failure severity、service recovery expectations、service recovery quality,)and the disconfirmation theory. We would also study the relationship between three dimensions (failure severity disconfirmation theory、Service recovery quality) and consumer satisfaction. At the same time, we would measure the key factors to guide the enterprises to be more effective.After the review of past theory and analysis, we establish a hypothetical model and a measurement scale.in this study, SPSS11.5is used to analysis the data which is collected by questionnaire. We would describe the data first, followed by the factor of reliability and validity analysis, and correlation analysis and regression analysis. After the above analysis, we would verify the correctness of the model.In this study, severity of service failure and disconfirmation theory are put in the same model. We found the correlation between failure severity and the secondary satisfaction after recovery. We also found the correlation between disconfirmation theory and the secondary satisfaction after recovery. Further, we study that which factor is more influential to the secondary satisfaction.The results of this study have significance to know the relationship between the failure severity、disconfirmation theory and the secondary satisfaction.In the meantime, the essay can provide some advice on service companies1、It is important to focus on process improvement to avoid a serious service failure occursThis study shows that the affection of severity of service failure to consumer satisfaction is as important as the affection of disconfirmation theory to consumer satisfaction. When serious failure service occur, the satisfaction of the customer will decrease rapidly and it will directly affect the secondary satisfaction of the customer.therefore,it is necessary to improve the entire process.such as the effective process to avoid waiting for a long time. It is also important to Strengthen the training of staff. Such as a set of training system. In this way, the staff would deal with the complained easily.2、enhance the awareness and the quality of service recoveryAccording to the studies of the restaurant industry, we found that the high level service recovery quality can increase the satisfaction of consumers. therefore, the company should solve the problem actively rather than distance themselves from responsibility. When companies take the initiative to understand consumers’ complaints, and accepted honest criticism of consumers, while providing a high quality level of the remedy, the satisfaction of consumer is high.3、Enhance customer relationship management and establish a good relationship with consumersIn this paper, we prove the previous view in the restaurant by empirical research. Hess et al (2003) pointed out that the good relationship between the consumer and the service side can effectively reduce the damage caused by service failure. His research further noted that the continued willingness of consumers to the business relationships, His research further noted that the higher continued willingness of consumers to the business, the lower expectations of his remedy. And when the Service failure occurs, the result of the remedies are more likely to be met. Therefore, enterprises should strengthen relationships with customers and establish a good relationship with consumers.