A Study On The Influence Of Service Recovery Strategy On Customer Forgivness

At present,forgiveness has developed into an emerging hot topic in academic circles at home and abroad and has attracted the attention of scholars and enterprise managers.However,there are relatively few studies on customer forgiveness and still lack of quantitative researches in the service industry.Service failure is inevitable in the service industry,whether effective service recovery strategy can be forgiven by customers.Therefore,this paper takes the customers who have stayed in the economical hotel as the research object in the Chinese hotel service industry situation,according to the“stimulus-organism-response”(S-O-R)theory,explores the effect of different service recovery strategies on the customer perceived value and customer forgiveness,and also confirmed the service failure types as the moderator in the path of service recovery strategies on customer perceived value.This study uses the form of situational questionnaire.In this study,the Pre-test 1 and Pre-test 2 of situational experiment confirmed the successful manipulation of service failure types and service recovery strategies.The results of the situation questionnaire experiment 2 confirm the validity of the hypothesis put forward in this paper.In order to further verify the hypothesis,this study carried out another situation questionnaire experiment two,and Mplus software is applied to analyze the structural equation model.The results show:(1)utilitarian recovery and symbolic recovery positively affect customer perceived value and customer forgiveness;(2)customer perceived value plays a mediating role in the two paths of utilitarian recovery and symbolic recovery on customer forgiveness;(3)service failure types positively moderates the impact of service recovery on customer perceived value.In particular,the positive effect on the customer perceived value under the process failure,which symbolizes that the symbolic recovery is significantly stronger than the utilitarian recovery,but the positive effect on the customer perceived value under the outcome failure,which symbolizes that the utilitarian recovery is significantly stronger than the symbolic recovery.Finally,the theoretical contribution and practical value of the research are expounded based on the empirical results.