An Empirical Study On The Impact Of Failure Types And Relationship Types On Service Recovery Expectations And Effects

As market competition continues to intensify and service industry is developing, service marketing is widely concerned by both academic and business world. Nowdays, with the concept of consumerism growing, enterprises are confronting with the stronger pressure of service than before. But, service failure is inevitable because of the characters of service. Service failure decreases customer satisfaction and destroys customer loyalty, which doesn't mean that the company will certainly lose customers. Effective service recovery could not only satisfy customers renewedly, but also increase customer awareness of the company image. How to transform the passive postcomplaint attitude has already become one of hot topics in the marketing research.When service failure happens, customers would nourish the thought of service recovery. The service recovery expections have an important impact on customers' satisfaction of recovery. Howerver, few studies focus on the service recovery expectations. So, it is necessary to explore the service recovery expectations. This study focus on the relationships among failure types, service relationship types, service recovery expectations and the performance of recovery by investigating to hair-dressing market. Based on analysis results, this paper also gives some managerial suggestions for companies on how to implement service recovery and improve recovery effects.This paper has substantially validated its research design and related hypothesis. The main research conclusions as follows:Firstly, customers have different recovery expectations when the failure is of different type, which means outcome failure and process failure. Failure types has direct impacts on tangible and psychological compensation expectations, but it has no direct impacts on response speed expectation.Secondly, customers have different recovery expectations when the service relationship is of different type, which means service relationship, pseudo relationship and service encounters. Relationship types has direct impacts on psychological compensation expectation and response speed expectation,but it has no direct impacts on tangible compensation expectation.Thirdly, failure types,service relationship types and recovery expectations have the significant effects on the performance of recovery, when the service relationship is of different type, customers have different satisfaction after recovery and different behavioral intentions, the higher the recovery expectations is, the worse the performance of recovery will be.