The Empirical Study Of The Relationship Between Service Recovery And Repurchase Willingness

The features of invisibility, difference, inseparability and non-storage of service products determine the instability of service quality and the inevitability of service errors so that the Service Recovery is very important after service errors. In the fierce competition of the market, not only service errors shall be avoided but also the capacity of Service Recovery shall be strengthened. The effective service recovery helps corporations reduce the losses caused by service errors and remodel the image of corporations, redeem the disgruntled customers, promote the customer satisfaction and increase purchase willingness.On the basis of theories related and the combination of the characteristics of Chinese market and customers, the paper constructs the research model of Service Recovery, Customer satisfaction and Repurchase willingness and mainly study the relationship between Recovery expectation, Service Recovery Justice and Customer satisfaction, Repurchase willingness. And the paper compiles a set of Service Recovery scales suitable for the characteristics of Chinese customers by analyzing and improving and has made the customer survey to those who have experienced Service Recovery in retail industry by issuing questionnaires. 277 effective samples have been received and the data has been analyzed and processed.The main conclusions of the research are: it is more difficult to please the customers who are in low age and highly-educated; the difference between the perception of Service Recovery Justice and satisfaction which male customers have and those which female customers have is not significant; initial satisfaction has significant positive impact to the Recovery expectation and Recovery expectation has significant positive impact to the Procedural Justice and Distributive Justice; Recovery expectation has negative impact to the Customer satisfaction and Repurchase willingness; the three dimensions of Justice all have significant positive impact to the Customer satisfaction and the Distributive Justice has the most significant impact to the Customer satisfaction; the satisfaction of customers has significant positive impact to the Repurchase willingness.