The Study Of Service Recovery’s Influence On Consumer Satisfaction

The rise of the electronic commerce stimulated the mushroom development of theexpress industry, The occurrence of it’s service failure is inevitable. The research onservice recovery aims at make up the service failure and secures the customer loyalty.This paper made a related analysis on service recovery and customer satisfaction onthe basis of four basic hypotheses, This paper established a model of customersatisfaction measurement,The basic hypotheses have been tested by demonstrationanalysis.The data is collected by questionnaire investigation, This paper used theSPSS17.0software to do the reliability and validity analysis of the data and got theeffect factors of customer satisfaction with service recovery.Conclusions as a result:(1) Different reasons led to Express industry servicefailures have insignificant difference of impact on customer dissatisfaction;(2)Different kinds of Express industry service failures have insignificant difference ofimpact on customer dissatisfaction;(3) Difference kinds of recovery measures havesignificant difference of impact on customer satisfaction with service recovery,withthe psychological compensation more significant than the utilitarian compensation.Atlast,this paper will give some marketing recommendations on the basis of theempirical analysis, The contents are as follows: For one thing, the express industryshould have a zero error target and encourage the customers to complain for discoverthe limitations,For another,For the view of improve the customer satisfaction withservice recovery, the express industry should empower front-line workers andestablish a sensitive mechanism of service recovery to improve the speed of servicerecovery, On the while, service recovery information system should be established forservice recovery.