A Study On The Timing And Effectiveness Of Service Recovery Strategies From The Perspective Of Consumers’ Negative Emotions

Service recovery is not only a marketing strategy,but also an effective strategy for service production and supply enterprises to improve quality and enhance competitiveness.Because of this,many foreign enterprises are more service recovery,and as an important strategy of enterprise marketing and development.For example,FedEx uses the power ship automatic system to track the goods,record employee services,collect consumer complaints,evaluate the remediation effect,and invests$155 million annually to train employees,improve their service and remediation skills,so as to improve the quality and effectiveness of service remediation,and obtain good reputation and satisfaction of consumers.It can be seen that service recovery has important strategic significance not only in improving the overall quality of service,but also in the development of service production and supply enterprises.Based on the theory of service recovery,this study adopts the methods of literature research,expert interview,questionnaire survey,mathematical analysis,etc.it builds a multidimensional model of the combination of recovery opportunity and recovery strategy based on the negative emotions of consumers,and puts forward theoretical assumptions according to the relevant theoretical points of view.Then it analyzes the combination effect of different remediation opportunities and strategies under the background of different consumers’ negative emotions through the one-way ANOVA and the first and second power regression equation test of the survey data,in order to find the key issues to improve the effectiveness of remediation opportunities and strategies.The purpose of this study is to explore an effective matching mechanism to help enterprises improve the effectiveness of service recovery,so as to improve consumer satisfaction and re Consumption Willingness,and provide more opportunities and space for their development and profitability.The results show that:(1)For consumers with strong negative emotions,the effectiveness of delayed remedy is significantly higher than that of immediate remedy.(2)For consumers with weak negative emotions,the effectiveness of delayed remedy is significantly lower than that of immediate remedy.(3)For consumers with strong negative emotions,the combination of delayed remedy and psychological remedy increases the consumer’s willingness to re consume with the increase of satisfaction.The combination of delayed remedy and paid remedyreduces the consumer’s willingness to re consume with the increase of satisfaction.(4)For consumers with weak negative emotions,the combination of immediate remedy and paid remedy increases with the increase of satisfaction,while the combination of immediate remedy and psychological remedy decreases with the increase of satisfaction.The results of this study enlighten us:(1)pay attention to the recovery of consumers’ negative emotions in service remediation;(2)select the right remediation opportunity according to the intensity of negative emotions;(3)match the remediation opportunity and strategy correctly according to the different intensity of consumers’ negative emotions,so as to improve the effectiveness of service remediation.