Researches On The Effects Of Express Service Failure And Service Recovery On Customers’ Reuse Intention

With the rise of the world economy and the improvement of residents’ livingstandards, the activities of international trade and domestic trade are active. Expressindustry, as an emerging service industry, has been rapid development cause ofmeeting corporate and individual demand for personalized delivery of businessdocuments, samples, and other items. However, express industry in China startedrelatively late compared with the developed countries in Europe and America. Whenthe express market demand booming, the problem of service quality has becomeincreasingly prominent, the service level needs to be improved. The frequent expressfailure will reduce customers’ satisfaction, and will have a negative impact oncustomers’ willingness to use the service again. Therefore, studying and formulatingscientific services and remedial strategies is of great significance to enhance thequality of service and customers’ satisfaction.This paper combines the theoretical research and empirical research, based onthe perspective of service failure and service recovery, considering the characteristicsof express service, studies the influences of express service failure and servicerecovery to the customers of express service. Through the empirical methods ofquestionnaires and scenario simulation, studies the impacts of different types ofexpress service failure, the effect of recovery and recovery’s initiative on customers’repurchase intention.On the study of the impacts of different express service failure types oncustomers’ repurchase intention, this paper verify the view, that different servicefailure types will cause different degrees of impact. In express service, differentexpress failure types also will cause different impact on express users’ repurchaseintention. Therefore, express delivery companies should particularly avoid theoccurring of failures that will cause greater impact on express users.On the study of the impacts of different effects of express recovery andrecovery’s initiative on customers’ repurchase intention, this paper finds that expressservice recovery will have a significant effect on customers repurchase intention, themore satisfying recovery effect, the higher recovery of their repurchase intentions.The repurchase intention of the customers who have got satisfied recovery even hasno significant difference with the customers’ repurchase intention who has neverencountered service failure, but the results don’t support the theory of recovery’s contradiction. The scenarios simulation experiment which considered the factor ofrecovery’s initiative shows that, compared with the effect of recovery, the influence ofrecovery’s initiative on customers repurchase intention is very small.