Research On The Interaction Effect Of Regulatory Focus And Recovery Strategy To Recovery Satisfaction

With the development of society, consumers’ pay more and more attention to service levels. It requiring companies continue to focus on improving their service quality.In service industry, It is inevitable that some service failures occur due to various reasons.They have a negative impact on the service provider. However, a growing number of studies have found that appropriate services recovery can to some extent compensate for the damage caused by service provider’s mistakes,and even make consumers more satisfied than the original.Thus, the remedy for service failure management should also be incorporated into the scope of the service quality management.As we all know, service recovery strategies and other factors will affect consumers’satisfaction to the service remedy, consumers’Weather their satisfaction to the service recovery is related to the intrinsic characteristics? Is it exists that Regulatory fit or the match between an individual’s regulatory focus and the strategy consumer regulatory focus and service recovery strategies. How their regulatory fit effect influence the remedy satisfaction if it exists?This paper based on the theory of regulatory fit, regards the catering industry as object, discussing the interaction of recovery strategies and individual regulatory focus, as well as the impact of the regulator fit effect to recovery satisfaction.The study comprises a 2(regulatory focus:promotion focus vs. Prevention focus)×2(recovery strategy:profitable strategy vs.discounted strategy) between-subjects design.The research methods include reliability analysis, validity analysis, MANOVA regression analysis and so on. This study results are as follows.Firstly,In both experiments, the result for customers’satisfaction to service recovery strategy change along with their regulatory focus type.In other words.there is a significant two-way interaction between individual’s regulatory focus type and recovery strategy. If giving profitable strategy, the individuals with promotion focus feel much more satisfaction than the people with prevention focus. While if giving discounted strategy, the individuals with prevention focus feel much more satisfaction. The regulatory fit really exist,and’feeling of right’ is the fully mediator between the regulatory fit and recovery satisfaction.prevention-oriented consumers showed higher satisfaction remedy; implementing derogation of remediation strategies, prevention-oriented consumer than promoting consumer oriented show higher satisfaction remedy, indicating the existence of matching effect between consumers adjust the orientation and remediation strategies, and this effect is through the proper sense of the intermediary to achieve.The conclusion shows that consumers’ recovery satisfaction depends not only on the recovery strategy taken by the enterprise, and affected by the regulatory focus of individual consumers.The value of this study mainly embodied in three points.Firstly, this paper has carried on the exploration of service recovery performance, considering the consumers characteristics. Because they are the main perception subject. Thus, the research perspective is innovative and the conclusion of this study may enrich the research in the field of remedial performance. Second, the study combines the regulatory focus and regulatory fit theory with the service recovery management, founding the regulatory fit effect in ominous communication and benign communication situation is consistent. The matching effect of regulatory focus and recovery strategy exists, affecting consumer perception and evaluation of recovery satisfaction.Thirdly, the findings may provide some inspiration for catering industry and other service industries. As service providers, they should give matching recovery strategy to people according to their type of regulatory focus.