The Study On The Effect Of Psychological Recovery On Recovery Performance Based On The Emotional Perspective

With the economic development, the service industry has developed rapidly, and now the service industry has become an important part of a country’s economy. The quality of service is also increasingly concerned by enterprises and the customer is also increasingly pay attention to the quality of service in the consumer process. Due to the intangibility, perish ability and heterogeneity of the service, and different customer’s perception of service quality also has a lot of subjectivity, it is difficult for enterprise to provide the perfect service with no defect.So service failure is inevitable. Effective service recovery is very important for the enterprise of service industry the service. Scholars have research service recovery from expectations-inconsistent theory or justice theory. Some scholars put the emotion theory into the study of service recovery, but they only study the customer’s emotional reaction after service recovery, and ignore the customer’s emotion before service.This paper is base on the previous research about service recovery, and add a new variable that is named the customer’s emotion before service to basic theoretical model of the relationship between the service recovery and customer satisfaction or customer behavioral intention, and constructed a new model based on emotion of the relationship between the psychological recovery and the psychological recovery performance. The psychological recovery performance is measured by two variables, which are customer satisfaction and customer behavioral intention in this paper. In the study, experiment and questionnaire are used. There are two experiments in the study, which are inducing emotion experiment and the experiment to simulate service. Validating the theoretical model and the hypotheses which be proposed in the paper by the way of reliability test, validity test, paired samples T-test, structural equation model, hierarchical regression analysis. Overall, the theoretical model has been effectively supported by experimental data. Results of this study showed that:(1) customer’s positive emotion before the service has a positive impact on customer satisfaction and customer behavioral intention, and customer’s negative emotion before the service has a negative impact on customer satisfaction and customer behavioral intention;(2) the two dimensions of customer’s emotion before the service have moderating effect on the relationship between the psychological recovery and customer satisfaction or customer behavioral intention.Through this study, in order to provide some management implications and recommendations for the enterprise of service industry, and provide theoretical basis about how to choose effective psychological recovery, improve customer satisfaction and customer behavioral intention for the enterprise of service industry.