The Study On The Impact Of Service Recovery Based On Perceived Justice On Customer Satisfaction And Loyalty

In recent years, service industry has a rapid development. The key to improve the competitiveness of enterprises is providing high quality service to enhance customer satisfaction and loyalty. However, the nature of services, such as intangible, heterogeneous, perishable and other characteristics, makes the service quality is not stable, and the emergence of service failure is inevitable. Studies have shown that service failure do not necessarily lead to customer defection, successful recovery will help the enterprises recreate customer satisfaction and loyalty, positive word of mouth, and improve the corporate image. The research on the effect mechanisms of customer satisfaction and loyalty in service recovery situations has important theoretical and practical significance for enterprises to develop effective service recovery strategies.The related researches on service recovery are more focused on the relationship between service recovery and recovery satisfaction, and the researches on customer loyalty are more focused on recovery satisfaction. There is no clear definition between customer perception on recovery service and customer perception on overall service in the past related research. Therefore, this paper comprehensively measured customer satisfaction after the service failure and service recovery from recovery satisfaction and overall satisfaction the two angles, combined with the perceived justice theory to explore the relationships of perceived justice, customer satisfaction and loyalty, when the customers take the plane. This paper collected data in the form of questionnaire survey, and used SPSS17.0 to test the reliability and validity of pre-test samples and formal samples. We built the structural equation model, fit the data and tested the underlying hypothesis of the theoretical model by AMOS7.0.The results of this study basically verified the research ideas and underlying hypothesis, the results showed that:the three dimensions of perceived justice have a significant positive impact on recovery satisfaction; only distributive justice has a significant positive effect on overall satisfaction in the three dimensions of perceived justice; recovery satisfaction has a significant positive effect on overall satisfaction; both recovery satisfaction and overall satisfaction have significant positive effects on customer loyalty, in the degree of effect, the impact of overall satisfaction on loyalty is greater than the impact of recovery satisfaction on loyalty. Finally, the paper put forward some suggestions on how companies develop effective service recovery strategies, and how to improve customer satisfaction and loyalty.