Analysis Of Influence Factors Of Service Recovery Based On The Customer Perspective And Empirical Research

Providing perfect service is the pursuit whose countless service directors, but there have been too many disappointments in reality, service failure can hardly be avoided because of the characters about service, like intangibility, heterogeneity, synchronization, and so on. Enterprise should remedy failing service besides avoid the service failure as far as possible. Effective service recovery makes services more perfect, it can improve customer satisfaction and loyalty; conversely, unavailing recovery produces the side effects, and causes the big losses, like customer drains.Take catering industry for example, from the customer's perspective, the research focuses on the influence factors of service recovery, and emphatically discusses the relationship among the factors that service failure situation, remedial situation, customer characteristics, enterprise characteristics and remedial effect. Full text of research is divided into five parts: the introduction, literature review, design and build about research model, data collection and analysis, research conclusion and prospect.After deeply studied with the relevant documents, this paper have analyzed and summarized about the effect factors for service recovery, the customer characteristics and enterprise features were included in the study. Finally, we make an empirical comparison for the relationship between the service failure situation and service recovery effect, the relationship between service recovery situation and service recovery effect, and the moderating effects about customer characteristics and enterprise characteristics. From what has been discussed above, having concluded following:(1)Service failure situation have an affect on service recovery effects.(2)Service recovery situation have an affect on service recovery effects.(3)The customer characteristics have a moderating effect in the relationship between service recovery situation and service recovery effects.(4)The enterprise characteristics have a moderating effect in the relationship between service recovery situation and service recovery effects. At last, the research proposed service recovery strategies and suggestions for catering industry, part research conclusions, and indicated the limitations of this study and research fields in the future.