Research On The Service Remediation Effect And Improvement Strategy Of Country Garden Under The Network Public Opinion Situation

For business enterprises,customer satisfaction and customer loyalty are the important source of the core competitiveness of enterprises and the necessary guarantee for the survival of enterprises.Under the background of market economy,there is an inseparable relationship between the public praise of customers and the survival of enterprises.In case of service failure,the success or failure of service recovery is closely related to customer satisfaction and loyalty.For real estate companies,due to the particularity of their products and services,those measures taken to remedy their services are different from those taken by other industries.At present,in the real estate industry the main remedial measures are free maintenance,pecuniary compensation,giving a gift,property fee remission,change or return room.But influenced by various factors,some remedial measures effect is obvious;other measures effect is not obvious.Especially in recent years because of the influence of Internet opinion,greatly increased the enterprise service recovery cost and remedial frequency,also increased the probability of failure.For finding other effective means to reduce the negative impact of service failure,this paper will break through the limitation of service recovery under the narrow concept(that is,the service failure has become a reality,then the remedial measures are taken),and introduce the concept of proactive service recovery to reduce the frequency of service failure.In this paper,based on the analysis of past remedies and their effects of Country Garden Holdings Limited(hereinafter referred to as "Country Garden"),learning advanced experience from foreign the real estate enterprises,combining the characteristics of the domestic real estate industry and the satisfaction survey analyzed from all kinds of service recovery means,this paper respectively puts forward the corresponding improvement strategy from two aspects,reactive service remedy and pre-response service recovery.Through the research of this paper,we can see that service recovery is of great significance for Country Garden to enhance its corporate image.Effective service recovery is conducive to recovering the impact of service failure and improving customer satisfaction and loyalty,while the governance of network public opinion can reduce the frequency of service failure and improve the efficiency of service recovery.Therefore,enterprises should attach importance to the role of service recovery and combine the proactive service recovery with the traditional reactive service recovery so as to improve the overall effect of service recovery.