Different Errors Due To The Empirical Research And Service Recovery On Customer Loyalty

With the contribution of service to GDP increasing year by year, it was more and more attentioned, but because of the specificity of service, the fault of service is inevitable, if proper remedy measures token after the customer was not satisfied with the service, these customers will not be consumption shift, and sometimes improve satisfaction, it might become the company's loyal customers. Due to the failure attributions interference of different services, the customers of different service recovery occurred after the satisfaction and the impact of their repurchase intentions and extra-role behavior will enable enterprises difficult to draw the line during service recovery methods and standards. Therefore, this study makes the failure attributions as the adjustment variable, and takes the large supermarket for example to explore the effect of service recovery in different failure attributions. In this study, we adopt scenario design, through the convenience sampling to get questionnaire survey, and then use descriptive analysis, variance analysis and regression analysis to analyze the data. The final results indicates that failure attributions to the effects of service recovery was significantly different due to the service recovery customer satisfaction, trust and loyalty; But while the difference of failure attributions, customers anticipation for the service remedies is basically the same, communication is the most important way in which, followed by compensation; Furthermore, after service recovering, customers satisfaction, trust and loyalty with a strong correlation, that is, customers satisfaction, trust and loyalty is generated simultaneously, customers satisfaction and trust will affect customers loyalty.