Attribution And Severity Of Service Failures Remedial Expected And Remedial Performance

At present, the fierce competition in the service industry has become moreseriously, the service failure are inevitably owing to the characteristics of serviceindustry. After the service failure, how to gain the customer satisfaction, to strengthenthe customer's repurchase intention, to make customers spreading the positivereputation of enterprise and to make customers decreasing to spread the negativereputation of enterprise are particularly important.When service failures occur, customers will exist the expectations of servicerecovery, the service recovery expectations have an important impact on theseperformances of recovery which includes customer satisfaction,repurchase intentionand public reputation. But in the service failure study, it has few study of servicerecovery expectations. Scholars both at home and abroad in the past, have made a widerange of research in service failure attributions, service recovery attributions, servicerecovery satisfaction and behavior after the service recovery. However, few scholarsresearched service failure attributions or service failure attribution has posed somewhatinfluence to service recovery expectations. Therefore, service failure and the failureattribution have never combined to consider its influence to service recoveryexpectations and performance of recovery. At the same time, most of the existingresearch are concentrating on catering industry, aircraft industry and automobile serviceindustry such traditional industry. But it has few research concerning to online-retailindustry. Therefore, The paper take Hair-salon industry as an example to discuss therelationship of the failure attribution, service failure severity, the service recoveryexpectations and the service performance of recovery. According to the researchconclusions, in order to improve service performance of recovery, the paper also givesome advices to how to proceed to service recovery.After the review and analysis of the previous theory, this paper established ahypothesis model and the scale and puts forward relative hypothesis. The researchconclusions basically verified conception and related hypotheses, the main researchconclusions are as follows:Firstly, when service failure occurs, the different service failure attribution leadsto significant variation between the service recovery expectations and serviceperformance of recovery. The level of the service recovery expectations caused by the third-party is higher than intrinsic caused and is lower than external caused. The level ofthe service performance of recovery caused by the third-party is higher than intrinsiccaused and is lower than external caused.Secondly, when service failure occurs, thedifferent service failure severity leads to significant variation between the servicerecovery expectations and service performance of recovery. The customer who gothrough a serious service failure have a higher service recovery expectations than whogo through a slight service failure and the customer who go through a serious servicefailure have a lower service performance of recovery than who go through a slightservice failure. In addition, when customers face to serious service failure, the tangiblecompensation expectations is supreme. Thirdly, the service recovery expectations has asignificant negative influence to service performance of recovery and its eachdimensionality. Fourthly, service failure attribution and service failure severitysignificantly interact with the customer satisfaction,positive word-of-mouth andnegative word-of-mouth.