An Empirical Study On The Effect Of Service Recovery On Customer Retention In Family Car

The fierce competition of service industry makes the relationship between service enterprises and customers become more and more important.However,due to the characteristics of intangible,heterogeneous,non storage and synchronization of production and consumption,service failure rate is far more than the visible products.Service failures will reduce customer satisfaction and loyalty,but this does not mean that companies will lose customers.Effective service recovery can not only regain customer satisfaction,but also enhance customer retention.Under such background,how to conduct effective service recovery in order to achieve maximum customer retention has become the focus of attention in academic and enterprise marketing practice..Based on the background and significance of the study,this paper reviews the theory of the relationship between service recovery attributes,secondary satisfaction and customer retention,combined with the research status at home and abroad,trying to study the effect of service recovery on customer retention from a deeper and wider field after service failure,and builded a more reasonable study model.This study adopts questionnaire survey method to collect data,in lanzhou city auto after-sales service enterprises as survey sites,to come over to maintenance of family car owners as investigation object.Afterinvestigation,this study obtained 423 valid questionnaires,the questionnaire recovery rate was 93%.This research uses the situation questionnaire design,and uses the SPSS statistical analysis software to carry on the analysis to the data,the main analysis method includes the correlation analysis,the difference analysis and the regression analysis.This study research results basically validate the research ideas and hypotheses,the main conclusions of the study are as follows:First,service recovery can be composed of timely,active and compensatory three attributes.Two,service recovery of the properties can predict customer secondary satisfaction and customer retention,and has a positive impact on secondary satisfaction and customer retention.Three,Secondary satisfaction between service recovery and customer retention will partial intermediary effect.Fourth,Four,customers of different gender,income and different marital status,timely,initiative,compensatory,secondary satisfaction and customer retention will not have significant differences,and customers of different occupations and different age,different prior satisfied degree and different service encounter errors,the timely,initiative,compensatory,secondary satisfaction and customer retention will exist significant differences.Both at home and abroad,the research of service failure has been more mature,but to solve the service failure of service recovery research remain scarce,therefore,how to make effective service recoveryeventually win back lost customers is very necessary.In the past,the scholars have not studied the customer reservation from the service recovery attribute,and this paper takes the service recovery attribute as the research starting point,which is a new point of this paper.