Research On The Relation Between Service Recovery And Loyalty Of Client Of China Telecom Hunan Corporation

China Telecom Hunan branch of China Telecom Co., Ltd. financed the establishment of administrative regions in Hunan provincial branch, is the basis of Hunan Province, the largest network operators and integrated information service provider, is the sole owner of Hunan Province integrity fixed network, mobile network, basic network, digital network and data network communication operation. Service outlets throughout the province every corner of urban and rural areas. Faced with China Mobile, China Unicom, the fierce competition, how to improve service quality and service level to carry out meticulous management, reduce service failure, improve service quality and efficiency of remediation is to improve customer satisfaction and loyalty important means. The author based on China Telecom's Hunan Branch services the service failure occurred during the current situation in Hunan Telecom customer surveys are conducted in a concrete analysis of specific issues, in order to maintain customer loyalty and service recovery measures proposed.Customer loyalty is actually a continuation of the act, and is the repeat purchase the same brand product or service behavior. Customer loyalty will help the enterprises to consolidate existing markets and help to reduce marketing costs, to enable enterprises to achieve greater long-term profitability; At the same time because of customer loyalty, customer service and not immediately choose a new low-priced products, so that enterprises in the competition to be better protected. In the service process, because the performance of customer service does not meet the evaluation criteria, which led to service failure, Visible service failure depends on two aspects: First, customer services, evaluation criteria, namely, the expected proceeds of customer service; second is performance, that is true customer service experience feelings, that is, customer service process to the actual income. Service failure of the production, is not conducive to the continuity of customer buying behavior, easy to telecom operators to reduce customer confidence, triggering the transfer of customers to buy, have a negative impact on customer loyalty. Therefore, the service failure the negative impact on customer loyalty is not conducive to enterprises to maintain their competitive edge.In this paper, Hunan Telecom customer survey research, conduct post-failure customer service response analysis; service failure, service recovery and customer loyalty of factor analysis; service failure and remedial impact analysis on customer loyalty. Obtained through the analysis:service failure can control and the occurrence of reasons, the wait time information, service failure and service recovery type, service level of understanding of the service events, as well as service failure and service recovery incident levels have on customer satisfaction and loyalty have a significant effect.According to the relevant theory, combined with China Telecom's Hunan Branch of the empirical analysis, propose remedies for service failure to improve service efficiency of countermeasures. For internal staff, with due authorization, requiring employees to quickly respond and solve the problem as quickly as possible, and to enhance the services of staff remedial training; to external customers and actively encourage customer complaints and complaints, and to enhance customer awareness of the service failure feedback; right business management support system, the establishment of service failure identification mechanism to enhance services, the preparation of remedial plans and ultimately through effective service recovery, create corporate brand, improve customer loyalty.