| With more intense market competition, the service recovery can not be simply understood as emergency measures dealing with service mistakes by enterprises, but a kind of strategic means to cultivate customer loyalty and consolidate market position. However, the success of service recovery is not easy, and to overcome the failure of secondary service is as difficult as overcoming service failure itself. Most of customers will not give a company the third time, so the service recovery is a double-edged sword which can train loyal customers or terminate customer relationships.In recent years, more and more scholars and enterprise managers have realized that emotions play a crucial role in service recovery. Especially, the analysis on the negative emotions caused by service failure has already become an important way to solve the dilemma of service recovery. Then the author definite and sort out the key concepts of service recovery, customer complaint, service failure, the customer negative emotion under service failure, service recovery satisfaction and intention to purchase from the literature. In the process, the author find that there is little research relates to the integration issues related to customer emotion, recovery strategy and recovery timing, not to say the influence of customer negative emotion on service recovery performance under interactions between the recovery timing and strategy. Through the guidance of tutor, combining the management practice of customer service failure scenarios, this thesis puts forward the conceptual model. The conceptual model mainly aims at evaluating the different matches between two kind of recovery strategies (paid and psychological) and two kinds of recovery time (immediate and delayed) with satisfaction, repurchase intention and their fitting curves, under high, low customers’negative emotions. Further, in-depth review of the literature, this paper find out the close results and theories, including mood congruency effect, mood-congruent memory, the peak-end rule, emotion regulation theory, emotion restoration theory, attribution theory and expectation theory, to complete the hypothesis deduction. The content of mythology includes:the design of the situational simulation experiment method refers to the research from Bitner, Boom&Tetreault(1990), establishing three types service failure such as the service delivery system failure, the errors response to customer needs and requirements and the employee’s unwanted behavior; Choosing the hotel industry as the operation background, because the subjects are generally familiar with hotel business, and often encounter all kinds of hotel service failure; According to research by the definition of service recovery strategy and the previous interviews with hotel managers and customers, this study used the2kinds of recovery time (immediate/delay)×2kinds of recovery content (psychological/paid) as recovery strategy matches; The negative emotions, post-recovery satisfaction and repurchase intention in measurement, are refer to the research of foreign famous scholars, and use the Likert7scales; the participants selection by randomly sampling principle, subjects including college students, MBA students, civil servants and employees of the company.This study survey the customers’emotion experience process after service failure from a brand-new perspective, elaborating in the high, low negative emotions, the matching mechanism of recovery strategies and timing in high, low customer negative emotions. This study also makes explanation that why some recovery actions are "inefficient", extending current researches. At present, China is in a critical period of transformation of the mode of economic development and industrial structure adjustment. The dilemma of weak national industrial competitiveness and lagging management philosophy is not fundamentally solved. This study will contributes to improving the effectiveness of Chinese enterprise service recovery, and provide reference to gain a competitive advantage. |
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