The Relationship Between Service Recovery And Consumer Purchase Intension In Chinese Fast-food Restaurant

With the intensification of reform and opening up,all industries in China have entered a rapid development lane,including the catering industry.In twenty-first Century,the market demand gradually grow,and Chinese fast food is developing rapidly.Due to the impact of service failure,customer dissatisfaction and negative public praise caused gradually as Chinese fast food enterprises.Q enterprises are the first batch of enterprises to walk on the road of Chinese fast food chain operation in China.It already has relatively complete management system,and set up customer service department to deal with customer complaints.Although Q enterprises have collected a large number of complaints about historical data,no systematic analysis has been carried out.This paper will start with the complaint data of Q enterprises to help Q enterprises find better service remedies to deal with service failures,improve customer reconfiguration willingness,and provide reference for Chinese fast food enterprises to establish a service recovery system.First of all,the research background and purpose of this paper are introduced,and the research results of relative documents at home and abroad are summarized.Then,based on the data of Q-enterprise complaints,the complaints are divided into two categories according to Hoffman and Kelly(1995)theory,the remedial measures used by enterprises are classified according to mental remedies and material remedies.Through the customer's return visit after complaint processing,get the customer's opinions on service recovery,apply the fair theory to analyze the customer's psychology,with the reconstruction rate as the index,summarize how to improve the Q enterprise's remedial measures.Finally,it puts forward management suggestions for Chinese fast food enterprises from Q service failure and customer intention:improving customer satisfaction as a starting point to improve service remedy strategy;through service recovery,finding innovation point and improved the traditional Chinese fast food service mode.