The Research On The Effect Of Customer Participation In Service Recoveryon Recovery Satisfaction

Along with the transition of the product dominant logic to service dominant logic, then to customer dominant logic, customer participation in service has attracted the attention of the academic research and management practice. When the enterprise carries on the service recovery, customer will be involved in the service recovery in order to fight for their legitimate rights and interests and make sure that their spiritual or physical loss can be remedied.In the prior research of customer participation, customer participation in service innovation has become a hot scholar, but in the field of customer service recovery is very few. After the service failure occurs, the relations of customer-enterprise is on the verge of destruction and even destroyed. When enterprise carries on the service recovery, will customer participation still be beneficial to the improvement of the service recovery satisfaction? In the process of recovery, whether the level of customer’s perceived control make the customer’s participation behavior to be conducive toward assessment of the recovery effect? Therefore, this paper will introduce the customer participation to service recovery scenarios, try to build a variable-customer participation in service recovery and find the concept and the dimensions of measurement, and select the customer’s psychological perception--perceived control as intermediary variable, analyze the relationship of customer participation, perceived control and recovery satisfaction, hope to make some contribution to the existing study of the customer participation.This research studied the existing related literature, based on the research on customer participation, service recovery, customer participation in service innovation, perceived control, revises and complete the questionnaire according to the pre survey results, Finally formate formal questionnaire for this study. This research used the SPSS 21.0 and AMOS 21.0 to explore customer participation in service recovery, and the relationship with perceived control, recovery satisfaction. The main conclusions are:(1) through the exploratory research, customer participation in service recovery is divided into three dimensions:the expression of the recovery demand, the degree of recovery participation, interpersonal interaction; (2) customer participation in service recovery has a positive effect on recovery satisfaction;(3) customer participation in service recovery has a positive effect on perceived control; (4) the perceived control has a positive effect on recovery satisfaction; (5) perceived control plays an mediating role between customer participation in service recovery and recovery satisfaction. The main innovation of this study are:(1) did the exploratory research of the concept and dimension of customer participation in service recovery, and complement the existing theories; (2) introduced customer’s perception variable-- perceived control, explored the mechanism of customer participation in service recovery as the antecedent to recovery satisfaction by empirical research.