Research On The Relationship Between Telecommunications Companies’ Service Recovery And Customers’ Loyalty

In recent years, China’s telecommunications competition among enterprises gradually increased, and The Chinese Tower Limited by Share Ltd was founded in2014China, the competition among telecommunications companies began to shift from infrastructure to optimize the service up, with the entry of virtual operators, telecommunications companies will meet the new challenge. How to provide service quality has become a fundamental for telecommunications companies to compete for customers. Since the special nature of telecommunications services, service failure is inevitable. Customers may become discontent because of this and leading to the loss of customers and negative corporate image. Proactive service recovery can effectively reduce customer dissatisfaction, the inefficient and efficient service recovery make a big difference. Quality of service recovery can not only effectively eliminate the customer’s anger, reshape customer confidence and satisfaction, prevent the loss of customers but also help to be closer to customers, improve customer loyalty, and establish a positive corporate image.Therefore, I research mechanisms of telecommunications companies’service recovery on customer’s loyalty from the perspective of quality of service recovery. In this paper, I combine theoretical research and empirical analysis, based on literature study and analysis, introduce the relationship quality as an intermediate variable to build a model of the telecommunications companies and customer loyalty, and then I propose some related assumptions about the quality of service recovery, relationship quality and customer loyalty. Then I design the questionnaires to collect data according to the theoretical models and hypotheses scale. At last, I analyze the data through reliability testing, validity, structural equation model testing, inspection mediating effect testing, Moderating Effect testing by the help of SPSS and AMOS. The results show that in all facets of quality of service recovery, the quality of service recovery and program significant impact the quality of relationship, through the gap of program and results, and the quality of relationship has a significant positive impact on customer loyalty on attitudes and behavior, which switching costs regulates the relationship between the quality of relationship and customer loyalty on behavior. Finally, according to the findings, I provide some appropriate recommendations for telecommunications companies to implement service recovery on remedy quality.