Research On Prior Factors Affecting Bank Customer Satisfaction In Service Recovery Context

With the rapid development of the economy, the banking industry grows quickly in the social economy status and the role. As the service industry, the banking industry has become the main method to obtain the competitive advantage by providing customers with quality service. However, due to the characteristics of the service, service failure is inevitable in the service industry during the service process, which will cause the enterprise disadvantage behavioral tendencies if successful service recovery can’t be supplied for customers. Such as negative word-of-mouth and switching behavior, under the increasing competition circumstance, it’s very necessary for bank to increase its profits and competitive ability to obtain customers’ satisfaction and loyalty by timing and satisfied service recovery. Therefore, studying on service recovery, especially the factors to obtain customers’satisfaction under the service recovery situation to reach "post recovery satisfaction" is very important.The previous scholars have conducted a lot of research related to service failure, service recovery,"post recovery satisfaction" failure and post-recovery behavior.In this paper,the banking industry is the research object,empirical research on the factors to obtain customers’satisfaction under the service recovery situation to reach their second satisfaction. Firstly, this paper outlines the research background、purpose、 significance、methods and describes the basic framework of the thesis,a brief review of the service failure,service recovery and customer satisfaction theory based on reading service recovery literature;Secondly,by drawing scholars have put forward the correlation model,building a model of this study,the model is based on perceived justice、"post recovery satisfaction" and post-purchase behavior. After investigating by practice, we got192valid samples for empirical analysis. we carried on SPSS17.0software to verify the reliability, validity and the correlation between variables with the regression coefficients, and then the paper was carried out an empirical analysis. Finally, empirical research results were summarized. The results can be summarized as follows:The distributive justice, procedural justice, interactional justice has different effect on "post recovery satisfaction", while main impact is concentrated in distributive justice;"post recovery satisfaction" has a significant direct impact on customer repurchase behavior and positive word-of-mouth.According to research conclusion, the paper combines with China’s banking industry and proposes service recovery strategies and practical suggestions, and also discusses the limitations of this study and future research direction.