An Empirical Study On The Impact Of Service Recovery To Customer Satisfaction

Supermarket is facing many difficulties. Development of space is limited. Market share is occupied by a variety of home appliance chain stores, building materials chain stores, community food markets and convenience store. The sales of imported and high-grade food are downwards. Customers switch the shopping channel to the network. At the same time, there are many problems about the service. Poor service consciousness and low professional quality can be seen. Shopping environment and infrastructure need to be improved.The direct negative impact on supermarket is the sales decline. The number of shopping customer decreases sharply. The cost of attracting new customers is far greater than the cost of keeping the old customers. Management ideas to attract new customers meanwhile more attention should be focused on improving the service status, avoiding service failures and reducing customer loss. Service recovery measures must be implemented to obtain customer satisfaction and further retain customers.This paper takes Tianjin Wumart supermarket as the research object and takes performance decline, reduction of the number of shopping customer as the background of the industry. Based on literature summary and suggestions from guider and frontline managers, question frame of the relevant variables are developed and the questionnaire design is completed. Data is collected through questionnaire from the customer.After applying statistical software SPSS 17.0, Amos17.0 to carry out the reliability, validity, structural equation model analysis, following conclusions are drawn:Service recovery exerts positive influence on the customer's perceived justice. Tangible compensation has significant positive effect on the "result fairness"."The response speed" has a significant positive effect on the "procedural fairness"."Apology" and "recovery initiative" have a significant positive effect on the "interactive fairness", so do "apology" and "recovery initiative" on "information fair".The influence of perceived justice on customer satisfaction is different among the four dimensions. The results fairness? the procedural justice and the interaction justice have a significant impact on the customer satisfaction. The result fairness exerts the greatest impact and the information fairness has no significant effect on satisfaction.Based on the above conclusions, this paper puts forward suggestions on the service recovery of the supermarkets, and expects to improve customer satisfaction and avoid the loss of customers. Supermarket sees development.