The Research On Service Recovery After Service Failure And Enhance Customers’ Satisfaction Degree

In recent years, with the growth of service industry, the requirementsof customer to the service quality are getting higher and higher. Becauseeven the best service provider also inevitably makes mistakes due toservice’s attributes of intangible and heterogeneous. Once service failureoccurs, it would cause customers’ negative emotions and reactions, thenlead to customers leave, or tell other customers their unhappy experience,even demand customer rights organizations or legal channels to solve theproblem. Facing service failure, the particularly important thing forcatering enterprises is how to make service recovery effectively, thus towin customers’ forgiveness and confidence, improve customers’satisfaction, and then achieve good and fast development in the fiercecompetition.For the reasons mentioned above,the paper selects Lanzhou cateringenterprises as study object. The study is based on the present researchstatus, investigates related situations of service failure of Lanzhoucatering enterprises, devises research methods, through a questionnairesurvey to collect data about service failure and customers’ satisfaction,and then uses statistical analysis to deal with these data. Finally, the studymakes suggestions to service recovery strategy of Lanzhou cateringenterprises.Full text of the study is divided into seven parts:(1) Introduction, this part is mainly on the background, purpose, meaning, domestic andforeign literature review, research thinking, methods， innovation pointsand research framework;(2) Theoretical basis part, this part done asystematic review about the theory of service failure, service recovery,customers’ satisfaction promotes;(3) The establishment of the researchmodel and hypotheses, proposes the model of service failure and servicerecovery, and bases on summing up the relationship of service recoveryand customer behavior, customer satisfaction, establishes the hypothesesof service recovery and customers’ satisfaction promote;(4) The empiricalstudy, this part collects data from appropriate questionnaires answered bycustomers who had experienced service failure of catering enterprises,does quantitative statistical analysis of the data, and tests the researchhypothesis;(5) Conclusion and Revelation, this part proposes the majorconclusions of this study and service recovery methods andrecommendations in line with our strategy of facts based onconclusions;(6)Deficiency and outlook section, this part points out thedeficiency and future research directions of this study.