An Empirical Study On The Impact Of Perceived Justice Based On Service Recovery On Post-purchase Behavior Effects

With the intense competition in Market and the development in service industry, service marketing is widely concerned by academicals and business area. Customer Service is always the core of market research and management. But, as the special service characters, like intangibility,heterogeneousness,simultaneity of producing and consuming,easy-passing, decide that "Zero Default "service can't be achieved. Though service failure decreases customers' satisfaction and destroys customers'loyalty, it doesn't mean that the company will lose customers. Effective service recovery can not only make the company restore from the service failure, but also possibly increase customers' awareness of the company's image. More and more companies view the service recovery as a chance to consolidate customers'loyalty, also as the key strategy to keep and even increase customers'satiesfaction. So, it has both theoretical and practical significances to study service recovery.Since the justice theory has been introduced into the market, and combined with customers'satiesfaction, we have got a great breakthrough in service recovery research. Previous study has found that the perception of justice plays an important role of explaining customers'satisfaction after recovery. Based on related literatures, using questionnaire survey method to collect study inflammation and data from customers of 80's, combining the perceived justice with post-purchase behavior to make a structural equation model to verify the hypothesis in dissertation. Such kind of empirical research has some initiation in the study of relationship between the perceived justice and customers' satisfaction.After processing the related data, doing the factor analysis and testing the reliability and validity of the variables in the paper, the study result shows that:firstly, each dimensions of perceived justice influences each other. It has relationship between procedural justice and interactional justice, but not in other two couples. Secondly,distributi-ve justice and interactional action have obvious influence on repurchase intention and positive word of mouth, but except procedural justice.Finally, we give some managerial suggestions to the company on how to make service recovery to increase customers're-purchase intention and thepositive word of mouth.