Research Of The Different Impact Of Service Recovery On New And Old Customer's Loyalty

With the development of economy and the maturity of the market,the products and services segment has become increasingly blurred.However,reality is that media failures about service failures are really common.Consumers in the service consumption process,service failure can not be completely avoided,if the enterprise can not recover in time after this,it will eventually lead to the loss of customers.Existing research has given some advice on the remediation of service failures,but they have not conducted in-depth analysis of the effects of service recovery in different service failure scenarios.On the basis of previous scholars' research,this study investigated the impact of service recovery on the loyalty of new and old customers through literature review and situational simulation.Through simulate the eight kinds of service failure and recovery of questionnaire to obtain the required data for empirical analysis,in the data statistics,after finishing using the reliability analysis,validity analysis,single factor analysis of variance,multivariate analysis of variance analysis methods,such as test scale reliability and validity and the research hypothesis,finally draws the following conclusions:(1)consumer once experienced service failure in the process of consumer service consumption,after the same service failure situations,new customers and old customers have obvious differences in the perception of service errors.Compared with the new customers,the old customers have higher expectations for the services provided by the service enterprises,and the tolerance on service failure of the old customers to service enterprises is lower than that of the new customers;(2)service companies provide the service recovery measures to the constomers who encountered service failures,there is a significant difference in customer satisfaction with service recovery.For the new customers who consume in the service enterprises at the first time,their hearts preference on service recovery in different ways(the experience of customer satisfaction after service recovery is high)degree according to the order from low to high order: Passive Spiritual Remedies,Active Spirit Remedies,Passive Material Remedies,Active Material Remedies.For the old customers,the remedies for the service are remedied by the effect(higher customer satisfaction after service recovery): active material remediation> active mental remedies> passive mental remedies> passive material remediation;(3)after the encountering service errors,given different service recoverise,the loyalty of new customers and old customer to the enterprise exists significant differences.Compared with the new customers,the loyalty of the old customers to the service enterprises will be affected by their previous consumption experience in the service enterprises.