The Effect Of Service Recovery Quality On Customer Loyalty Of Commercial Banks

With the process of economic globalization continues to accelerate in the recent decades, our finance is opening up. China's bank industry has become market-oriented, State-owned banks, joint-stock banks and foreign banks occupy this market jointly. The positioning of the commercial banks is transited from finance sector to the service sector. The customers' satisfaction is determined by the service quality of the commercial banks, it bring more intense competition in the service management. The banking sector also has the characteristics of the service industry and the services of commercial banks can not avoid mistakes, so that banks should actively take recovery measures to Improve customer satisfaction and loyalty. If the bank cannot deal with the service failure, the customer satisfaction and loyalty will decline, it will cause commercial banks' earnings drop significantly and the competitive power decrease. The quality of service recovery has become an important factor that affects customer loyalty.Based on the literature review of service quality and consulted from the composition of service recovery, this study aimed at service recoveries in the commercial banks. After practice investigates banking characteristics, we clear the basic elements of the commercial banks in the quality of service recovery. This study built up the multi-level model of commercial banks service recovery quality, and this model consists of four constructs, including outcome quality, interaction quality, procedure quality and environment quality. Base on the model, this study develops the measuring scale of perceived quality of commercial banks service recovery by the measurement procedures, such as group interviews, expert advice, pre-test, reliability and validity of the scale.Based on the reviewing, colleting and analyzing a large number of literatures about service recovery quality and customer loyalty in our and foreign countries, this paper raise the idea of the conceptual model and related assumptions combined the actual practice of the commercial banks. The survey questionnaire data of the empirical study is from Consumers of local banks, and then the data collected is analyzed by using SPSS statistical analysis software. This study makes a correlation analysis between the four constructs, brand relationship and customer loyalty, and regression analysis in the two groups. Data analysis showed that Brand relationship has a regulatory role for the relation between the service recovery quality and customer loyalty. Besides, the result reveals that outcomes quality and interaction quality have significant impact on the customer loyalty.Finally, this study proposes some suggestions about the measures and strategies of the commercial banks, and hopes that this research can provide some valuable references for the service recovery in banks.