Research On Service Recovery And Performance Based On Passenger Perceived Fairness

With the development of economy and the growth in the living standards,passengers' requirements for the service quality of transportation enterprises are also increasing.Railway transportation enterprise can only increase their market share by providing better services to passengers.Although railway transportation enterprise has been striving to improve service quality,there are many links in the service of railway transportation.In addition,the transportation service itself contains characteristics such as perishability,difference and simultaneity of production and consumption,which determines that service failures are unavoidable in the transport process.Failures mean that passengers are dissatisfied or even lost.Therefore,after the service failure occurs,the railway transportation enterprise must take appropriate service recovery to improve passenger satisfaction and repurchase intention.But there are few studies on the mechanism of service recovery of railway transportation enterprise,and there are only a handful of studies on the remedial mechanism of railway transportation enterprise from the perspective of passengers' perceived fairness.Based on this background,firstly,on the basis of literature review and theoretical analysis,this paper extends the theory of service recovery in traditional service industry to railway transportation service,and proposes a conceptual model of the relationship among service recovery,perceived fairness and remedial performance in railway transportation enterprise from the perspective of perceived fairness of passengers.Then,based on the idea of structural equation modeling,a structural equation modeling of service recovery and performance based on perceived fairness of passenger is constructed.Secondly,through screening and integrating the mature scales in other industries and combining with the characteristics of railway passenger transportation service,the measurement scales and questionnaires of the latent variables in the model are designed,and it has been proved that the measurement scales have good reliability and validity.Finally,using SPSS 20.0 and Amos 21.0 software,the reliability analysis,factor analysis,correlation analysis,structural equation modeling validation and test of mediating effect of the data collected from the questionnaire are carried out,and the following conclusions are drawn:(1)The service recovery of railway transport enterprise significantly affects the passenger perceived fairness.Among them,distributive fairness is affected by tangible compensation,and procedural fairness is affected by response speed,and interactive fairness is affected by apology and initiative recovery.(2)Passenger perceived fairness has a direct effect on passenger satisfaction,and the effect of three dimensions of perceived fairness on passenger satisfaction are interactive fairness,distributive fairness and procedural fairness from large to small.(3)Passenger satisfaction significantly affects repurchase intention of passenger,at the same time,it plays a fully mediating effect in the effect of perceived fairness on repurchase intention.(4)Four service recovey of railway transportation enterprise can directly affect passenger satisfaction,and perceived fairness plays a part mediating effect the impact of service recovery on passenger satisfaction.The innovations of this paper lie in choosing railway passengers as the research object to study the mechanism of service recovery in railway transportation industry,which greatly enriches and expands the theory of railway passenger transportation service,taking perceived fairness and passenger satisfaction as mediating effect,this paper explores the interrelationship and mode of action among service recovery,perceived fairness and remedy performance,constructs a structural equation modeling of service recovery and performance based on perceived fairness of passenger,and validates it.The research results can be used for reference in the remedial management of railway passenger transportation services.