Service Recovery: Analyzing From Relationship And Attribution

Service failure is inevitable. When a customer encounters a service failure, the rate of defection and the unfavorable behavior intention such as negative word-of-mouth, hostile actions would be severe, so service recovery in time is necessary in maintaining customer and getting customer's satisfaction and loyalty.This study investigates the influences of service quality, relation quality, attribution, the degree of dissatisfaction on the result of service recovery and customer's behavior intentions. The complaining intentions and the different effects between psychology recovery and tangible recovery are also researched. At last, this study investigates differences between man and woman in behavior intentions, attribution and the result of service recovery.This study uses situational questionnaire, and the main analyzing methods are correlation, T-test, linear regression, all of which are analyzed by SPSS. The important conclusions include: the first, the rate of complaining to employee or manager is very low and the rate of customer defection is very high after service failure; the second, the level of satisfaction and the change of behavior intention after synthesized service recovery are significantly correlated; the third, the attribution, relation quality and the level of dissatisfaction significantly influence the satisfaction of customer on service recovery; the forth, relation quality and the level of dissatisfaction can significantly influence the level of satisfaction on service recovery. Only relation quality can significantly influence the change of behavior intentions after customer receives service recovery, while the level of dissatisfaction and attribution have no significant effects on the results of service recovery. This conclusion shows that the ultimately discontent customer can be also recovered successfully and enterprises should take the responsibility actively during the process of service recovery ;the fifth, tangible recovery has better results than psychology recovery; the sixth, the results of service recovery between sexes are significantly different. There are no significant differences in the behavior intentions, the level of dissatisfaction and attribution between sexes after same service failure.