Empirical Study Of The Influential Factors On Consumer’s Intention To Generate Positive Word-of-mouth Under The Background Of Service Failure

With the rapid development of the national economy, the consumer requirements of theservice quality, service delivery and service level are also increasing. However, service failureis not uncommon recently, leading consumers to produce a great disappointment andcomplaining to service providers, or even a negative word of mouth behavior. In fact, due toits own service intangibility, heterogeneity, etc., service failure is inevitable. But when facedwith service failure, on how to maintain the original image, and still let consumers do positiveword of mouth, this will be the starting point and the end-result of this study.Based on the no-comprehensive and limitations existing research on service failures andconsumer word of mouth willingness, this study will set up service failures as a researchbackground, exploratory study used to find the affecting factors of consumer willingness tospread positive word of mouth, then construct the theoretical model including servicerecovery, perceived control, brand attachment, positive word of mouth willingness. Set theservice failure background, reference the existing measurement scale, and then form the finalquestionnaire. Questionnaire distributed by the online and offline to Tianjin, Beijing,Shijiazhuang, Xi’an, Inner Mongolia and other places, a total of600, recovered506, and503copies are valid. Use empirical analysis to verify the relationship between the variables anddimensions in the model. First, the remedy initiative, tangible compensation, response speed,apology of service recovery, perceived control of internal perception, emotional connectionand association Strength of brand attachment, are positively related to positive word of mouthwillingness, while the external perception and trust security are not. Second, the externalperception has a positive between the relationship of remediation initiative, apologize andpositive word of mouth willingness, while the Regulatory role between internal perceptionand positive word of mouth willingness is not obvious. Although there has no directrelationship about trust protection, but it has the full regulatory role. Emotional connectionand association Strength showed a partly regulation role.This paper consists of four parts, and each part of the main contents is as follows:First, according to the realistic background and theoretical background to put forward theresearch questions of this study, that is to explore the impact factors of consumer’s positiveword of mouth willingness under the background of service failure. And put forward theresearch purpose, research significance, research methods and technical route. Then collateand comment the existing literature about service failures, word of mouth, positive word ofmouth willingness. Second, use the exploratory study identify of the affecting factors about positive word ofmouth willingness, and do theoretical analysis of the relationship between the factors, thenform the theoretical models and research hypotheses of the study.Third, collect data and do theoretical analysis. Measured by the existing variable scaleand expertise advice to design and revise the questionnaire, use SPSS, AMOS to do thedescriptive statistics, analysis of reliability and validity of the questionnaire, study theunderlying assumptions of the model as well as the Regulation effect of structural equationmodel, and then analysis the results.Fourth, according to the empirical results presented the conclusions of this study,presented theoretical contributions and Management Implications of the study, and researchlimitations and prospects.