Research Of Service Recovery Management By Telecom Operators To Improve Customer Satisfaction

Chinese telecom operators are facing increasingly fierce competition, which demands the telecom operators to provide high-quality service, aiming at improving customer satisfaction and customer loyalty. In view of the characteristics of telecom products, the service failure of telecom operators is unavoidable; service recovery becomes the indispensable strategic choice of telecom operators.This paper summarizes literature review of service recovery management, including service quality, service failure, concept of service recovery, dimensions of service recovery, the relationship between service recovery and customer satisfaction, service recovery method and remedial degree, explanation based on attribution theory and justice theory, etc. The necessity of service recovery management is reflected in huge cost brought by service failure, improvement of service quality, improvement of customer satisfaction, improvement of staff quality and satisfaction. Multiple reasons can lead to service failure. For telecom operators, service failure mainly comes from service failure to the masses and service failure to group client.Service recovery management system based on improvement of customer satisfaction includes service failure pre-warning system, service recovery implementation system and service improvement system. Telecom operating enterprises can implement service recovery management in the following aspects:zero defect services, encouraging customer complaints, empowering employees, establishing relevant supporting management system, establishing service recovery information system, formulating the essentials of service recovery plan, establishing service failure early warning mechanism, partners management, learning from remedy, satisfy staff. The future of service recovery management will present new trend. From "commit promise " to " surpass promise", from "standardized service" to "specialized service", from "observing all rules and regulations" to " unrestrained use".