| With people's living standards improved and the pace of life accelerates, more and more people start to become accustomed to dining out. However, catering service failure has become an important problem to both consumers and businesses due to the features of the service itself and the complexity of our catering services. Service failure not only causes resources waste, negative effect on consumers, but also seriously harms the interests of the catering enterprises. In the long run, frequent service failure will be harmful to the growth of food consumption and food service levels. Enterprises can decrease the negative impact of service failure to a certain extent and even rebuild consumers' confidence and loyalty by remedial measures. So, it is necessary to study service failure and remedy. Currently, the researches on service recovery mainly focus on the content and methods, but few of them focus on the executors who implement service recovery and the effect of executors who implement service recovery on customers' emotion and behavioral intentions.Based on above, by means of studying related documents, interviews with consumers and experts, the initial theoretical model was constructed for the effect of the executors who implement service recovery on customers' emotion and behavioral intentions. In the model, the executors who implement service recovery were divided into front-line staff, client service center and enterprise manager, whose specific effect on customers' emotion and behavioral intentions and the relationships between customers' emotion and behavioral intentions were studied in detail. Referring to the previous research results and interviews with service marketing experts, by visiting the customers who experience dining service failure and recovery, 300 questionnaires were designed and distributed in Hefei, 197 of which were valid and entered into the actual analysis. After the completion of data collection, reliability analysis, factor analysis, variance analysis, mean analysis and SEM analysis of structural equation models were used in this study to test scale reliability, validity and hypotheses. According to the conclusions, countermeasures and suggestions were proposed to improve the service level and the effect of service recovery.The main contributions of this study include the following:1. It is for the first time to refine and subdivide the executors who implement service recovery. The study divided the executors into front-line staff, client service center and enterprise manager.2. It integrates and verifies the measurement scales of customers' emotion and behavioral intentions. The researches integrated certain operating variables with positive emotion, negative emotion, word of mouth and repurchase intention separately, with the verification made.3. Focusing on the effect of different executors who implement service recovery on customers' emotion and behavioral intentions and the relationship between customers' emotion and behavioral intentions. The conclusions are: the degree of positive effect of the enterprise manager on positive emotion, word of mouth and repurchase intention is the highest, the client service center's is the second and the front-line staff's is the lowest; the degree of negative emotion is the highest when the main body who implement service recovery is the front-line staff, followed by the client service center's and the business manager's is the lowest; customers' positive emotion has significantly positive correlations with word of mouth and repurchase intention, but the negative emotion has significantly negative correlations with word of mouth and repurchase intention, in addition, word of mouth positively affects repurchase intention.4. Based on the results, in order to strengthen the management of service recovery and to improve the effectiveness of service recovery and customers'satisfaction of the enterprises in Hefei, several strategies and suggestions were proposed. |
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