Study On The Relationship Between Service Recovery And Customer Satisfaction-

Customer satisfaction become to the focus of competition, so many enterprises adjust their guidelines basis on the customer satisfaction. Customer satisfaction will be the bottleneck of enterprise development in a certain stage. Service plays the particularly prominent role and to be the most important key to decide the survival and development of enterprises as more and more homogeneous product in current years. In addition, the characteristics be different from the physical product such as intangibility, perishable, heterogeneity, inseparability and difficult to store adds the implementation to the pursuit of customer satisfaction.The service as the company’s core objectives is to promote the market and customer’s need. It’s characteristics that different from the traditional products make the service failure can hardly be avoided, so the platform for the development of service recovery is created in order to save the enterprise’s brand image. This article study on the relationship between service recovery and customer satisfaction, strengthen the service and service management pay more attention on service recovery, and improve the comprehensive services.This article explore the service recovery effects on customer satisfaction, carding the domestic and foreign theory about customer satisfaction, studying in-depth on customer satisfaction theory. It will take three different dimensions to test their effects on customer satisfaction separately, they are respectively service recovery expectation, customer perceived quality and customer perceived service gap. Hope this study could improve the existing theory system of customer satisfaction, and provide the reference for the further development of customer satisfaction.This article takes the convenience store as an example, at last we get459valid samples for empirical analysis about the relationship between service recovery and customer satisfaction. After doing factor analysis and test the reliability and validity analysis of the variables, showing that the questionnaire has good reliability and validity. The results show that, the service recovery expectation has notable positive impact on customer satisfaction; the customer perceived quality has notable positive impact on customer satisfaction; the customer perceived service gap has notable positive impact on customer satisfaction; the customer satisfaction has notable positive impact on repurchase intention; the customer satisfaction has notable positive impact on word of mouth publicity. Finally, this article puts some suggestions on how to remedy the service of convenience store and enhance the customer satisfaction after service recovery.