Study On The Effect Of The Store Image And Service Recovery To Satisfaction Of Customers

The rapid development of China’s retail industry has become an important part of the national economy in the past ten years.Its position is also rapidly increasing,and their advantage is service-oriented, to show consumers a range of goods, price tag, store comfortable environment and provide excellent image parking spaces. With competition increasing and the open deeply, retail storage has become a typical low-profit industry. Under the impact of big data era, in order to adapt to the living environment of the gradual recovery of growth momentum, retail business needs to make adjustments according to their own characteristics, and to achieve continuous innovation, to provide quality services, to improve customer satisfaction. Because the essential characteristics of the service determines the service failure which is inevitable, how to ensure quality of service and maintain a good image of the store are still important.This paper uses the theory and practice of combining methods, builds a store image and satisfaction with service recovery mechanism model of impact on customers. We collected the store image, service recovery and customer satisfaction data of three well-known retail physical stores on HuNan Province by questionnaire survey and use empirical analysis to explore the store’s image and service recovery impact on customer satisfaction.After sort and summarize the relevant literature and theory and analyze the survey data, the paper comes to the following four conclusions: First, store image is an overall concept, which is mainly characterized by the general store, Product Features, Services features, price, special features, and the environment and atmosphere. Empirical studies have shown that store image on customer satisfaction has a positive significant effect; second, the appropriate service recovery can compensate for the adverse consequences which caused by service failure, the contents of service recovery can be divided into property remedies, spiritual remedy, processing time and personnel Attitude. This study demonstrates that the proper remedy and spiritual possessions, the timely processing of customer complaints and a good attitude can improve customer satisfaction; third, the empirical results shows that a good store image and appropriate remedial services to customer satisfaction have cross-impact effect; fourth, the findings in this paper indicate that the consumer’s gender, level of education and disposable income have a significant impact on costume satisfaction.This paper have a certain degree of innovation in the following areas. This paper correct store image for measurement of dimensions, construct the influence mechanism model of store image and customer satisfaction’s impact on costumes; the paper select three retail stores in the province of Hunan,and test the different store image and service recovery on customer satisfaction,Research conclusion to other retail enterprises to carry out marketing activities has certain reference value.