An Empirical Study On The Influence Of Customer Participation In Service Recovery To Repurchase Intention

In the consumer economy era, the features of invisibility, difference, inseparabilityand non-storage of service products are so determining the instability of service qualityand the inevitability of service errors that service recovery after service failure isparticularly important. The enterprise should strengthen the construction of the servicerecovery system and the ability of service recovery in addition to avoid service failureas far as possible. Effective service recovery not only can help enterprise to reduce theloss caused by service failure and the negative emotions of the customer caused byservice failure, but also can improve customer satisfaction and reshape the corporateimage. Because of the customer will to evaluate service failure risk and benefit to thecomprehensive, they are more willing to participate in service recovery by provide theservice failure information actively and complain about the service failure timely, socustomer participation in service recovery is one of the embodiment of repurchaseintention. Customer participation in service recovery can not only reduce the customerdissatisfaction with the service failure and achieve to the customer expectation to theservice recovery, but also can improve the satisfaction and the customer perceived valueof the whole process of the service delivering, which stimulate the repurchase intentionpositively, then customer will have repurchasing, positive word-of-mouth, etc.Based on the literature analysis, integrating customer participation, servicerecovery, the value of repurchase intention, from the aspects of the customer’s ability,clear roles, perceived value, and satisfaction to build up the conceptual model that theinfluence of customer participation in service recovery on repurchase intention, andmultiple hypothesis to are put forwardIn the empirical research, to ensure the validity of the scales, after quality interview,expert instruction and small sample survey, we adjust the questionnaire many times.Using SPSS17.0software to adopt several statistical methods such as missing valueanalysis, normal distribution test, reliability analysis, Exploratory Factor analysis. UsingAMOS17.0software to adopt several statistical methods such as Confirmatory FactorAnalysis and build Structural Equation Model to test the conceptual model and thehypotheses. The results have showed:①Customer participation in service recoveryinfluences repurchase intention positively through clear role and perceived value,satisfaction with recovery.②Customer participation in service recovery have a significant effect on role clarity, perceived value and satisfaction with the servicerecovery.③Role clarity, perceived value and satisfaction with the service recoveryhave a positively significant effect on repurchase intention.④Customer ability haveobvious correlation with role clear that have a positively significant effect on repurchaseintention through customer ability.⑤Customer participation in service recovery have apositively significant effect on repurchase intention directly.