Research On The Impact Of Customer Relationship Type On Service Recovery Expectations And Effects

The traditional service industry, catering industry, maintained high-speed and stable development of all the year round. However, catering service failure has become a more and more severe problem to both consumers and businesses due to the features of the service itself and the complexity of our catering services. Service failure not only causes resources waste, negative effect on consumers, but also seriously harms the interests of the catering enterprises. Enterprises can decrease the negative impact of service failure to a certain extent and even rebuild consumers’ confidence and loyalty by remedial measures. So, it is necessary to study service failure and remedy. Currently, the researches on service recovery mainly focus on the content and methods, but few of them focus on the impact of customer relationship type on service recovery expectations and effects from the perspective of relationship marketing.In this paper, according to the interactive relationship between enterprise and customer, the customer relationship types can be divided into trust relationship type and encounter relationship type, on the basis of which we developed the analysis model of service failure and recovery in catering industry. In the research, service recovery scenarios were set into a high level and low level of service recovery, as well as a service failure scenario. The questionnaire research of this study was mainly conducted in the form of paper questionnaire and the electronic questionnaire (not the online questionnaire survey website), respondents were mainly campus students and friends’colleagues.221questionnaires were designed and distributed,213of which were collected and200were valid and finally entered into the empirical analysis. After the completion of data collection, SPSS reliability analysis, factor analysis, variance analysis, mean analysis and correlation analysis were used in this study to test scale reliability, validity and hypotheses. According to the research conclusion, put forward to improve the enterprise service level and the remedial effect of the countermeasures and Suggestions.The main contributions of this study include the following:(1) When confronted the same service failure, trust relationship type customer have a lower service failure severity evaluation and a lower service recovery expectations, but both of the two types of customers tend to attribute the service failure to the responsibility of the enterprise and enterprise control error.(2) In a high level service recovery situation, trust relationship type customer has higher satisfaction after remedy, are more likely to spread the enterprise positive word of mouth and purchase again. At a low level of service recovery situation, trust relationship type customer lower satisfaction after remedy, are more likely to spread negative word of mouth, but there is no significant difference on repurchase intention. (3) The level of service recovery is the main factors influencing the customer satisfaction. Though customer satisfaction after service recovery is negative and non significant affected by the service recovery expectations, but is fundamentally determined by the enterprise service recovery level.(4) If customer’s satisfaction after service recovery is higher, the customer will be more inclined to spread positive word of mouth, keep to purchase or visit again.