The Empirical Study Of Service Failure And Recovery Strategy Of Hefei Fast-food Enterprises

In recent years, service recovery theory has been focused by academia. The theory and methods are concerned increasingly by service providers. Because even the best service provider also inevitably makes mistakes due to service's attributes of intangible and heterogeneous. Once service failure occurs, it would cause customers'negative emotions and reactions, then lead to customers leave, or tell other customers their unhappy experience, even demand consumer rights organizations or legal channels to solve the problem. Facing service failure, the particularly important thing for service enterprise is how to make services recovery effectively, thus to win customers, and then achieve good and fast development in the fierce competition.Now, with the acceleration of people's lives and changes in food culture, fast-food gets more and more popular in consumers. Many fast-food restaurants have sprung up, but as reasons of fast-food service industry started late in China and having deficiencies in the quality management, so the overall level of service is not high. Therefore, fast-food companies prone to make errors. So, in order to win invincible position in the future competitive, the fast food companies must understand service failures and customers'emotional and behavioral response, make services recovery effectively to obtain customer's satisfaction and support.For the reasons mentioned above, the paper selected Hefei Fast-food enterprises as study object. The study was based on the present research status, investigated related situations of customer complaints, devised research methods, through a questionnaire survey to collect customers'experience of service failure and other relevant data, and then used statistical analysis to deal with these data. Finally, the study made suggestions to service recovery strategy of Hefei Fast-food Enterprises.The innovation of this article lies in the following two aspects. One is know the types and proportion of service failure by empirical research. This provides first-hand information for fast-food companies to enhance the quality of services. The other is apply the service recovery theory to specific industry (fast-food enterprises in Hefei), and study the customers behavior and remedies expectations systematically, the research makes an important reference for fast-food industry and other enterprises...