| With the prosperity of human trade,express industry shows up,and it develops rapidly in the Internet age.But in the process of rapid growth,industry service quality is not high,there still exists many service errors,and presents the potential of the increasingly prominent with the increase of express delivery business.Facts have proven that frequent service mistakes easily lead to customer’s dissatisfaction,negative word-of-mouth and transfer to purchase behavior,which is extremely unfavorable for service enterprises.In order to avoid the occurrence of this phenomenon,it requires service enterprises not only focus on improving the quality of service but also should be enough emphasis on service recovery,scientific service recovery can not only eliminate consumers’ discontent and reduce enterprise losses,but also appear "remedial paradox" phenomenon.This study is based on service failure situations,combined with the express service industry characteristics,from the perspective of service recovery,aim to finding the influencing factors of consumers’ behavioral intention through the theoretical research and interview method.Here,we mainly discussed how service recovery works on consumer behavioral intention,and the relationship between service recovery,customer service failure attribution,consumer sentiment and the consumer behavioral intention,and then on this basis we build the initial theory model of this study.The service recovery will be consists of response speed,remedial initiative,apology and tangible compensation four dimensions,and consumer behavioral intention will be divided into positive word-of-mouth and repurchase intention two dimensions.Then we choose express industry as the research background,aim to collect data by the questionnaire survey.After completion of data collection we use SPSS,AMOS to do the descriptive statistics,analysis of reliability and validity of the questionnaire,study the underlying assumptions of the model as well as the Regulation effect of structural equation model,and then analysis the results respectively.Finally,based on the research conclusion,in combination with the practical situation of service enterprises we put forward the corresponding suggestions.From the results,we verify that there exists relationship between service recovery,service failure attribution,emotion and consumer behavioral intention.Besides,we find the remedy initiative,response speed,apology of service recovery are positively related to consumer behavioral intention,but the effect of tangible compensation is not significant;Remedial initiative and response speed significantly affect consumer service failure attribution,and in an apology and tangible compensation cases,there was no evident difference;At the sametime,the study also finds that emotions play an important role in the process of how consumer service failure attribution affects consumer behavioral intention. |
