Research On The Service Failure Recovery Mechanism Of Airlines From The Perspective Of Customer Perception

Compared with the developed countries,Chinese air transport services are relatively weak,which is in contradiction with the booming air transport market.At the same time,the air transport market is becoming more and more open,the air transport enterprises have to face a variety of competition from domestic and international.With the promotion of internal and external factors,airlines should be committed to understanding customer requirements,improve customer satisfaction,pay attention to the customer's evaluation of the service experience.To solve this problem,this paper explores the following,when service failure occurs,in the face of service recovery provided by airlines,passenger satisfaction changes and the influence on behavior intention,then according to the research results,this paper sets up the service recovery mechanism and put forward relevant policy suggestions.This paper is divided into five parts,the first part introduces the background and current situation of airline service failure recovery.The second part reviews the previous research results,which provides the theoretical basis for the establishment of the model.In the third part,based on the theoretical model of literature review,this paper puts forward the relevant research hypotheses.The data were collected through a wide range of questionnaires.In the fourth part,through data analysis and structural equation model to verify the research hypothesis,and then,draw the conclusions of the research;the fifth part will summarize the research conclusion and puts forward suggestions on the management of aviation services.The fifth part summarizes the conclusions of the study and put forward suggestions for the management of the aviation service industry,and optimize the service recovery measures.Then,it also points out the limitations and future research direction of the study.Through theoretical analysis and empirical analysis,the results of this study include the following aspects: The airline service recovery's distributive justice,process justice and interactive justice complement each other in remedy effect,andthe remedy of material compensation,timeliness and remedy are equally important and irreplaceable.The results show that,Passengers are more sensitive to the distributive justice of the airlines' remedial actions,so after the service failure,the airline's service recovery should be remedied in principle,instead of depending on the passenger 's "trouble making ability".Secondly,flight delays and other service failure such as lost luggage are more likely to make passengers angry,and remedial effect is significantly lower than other service failure scenarios,and this may be due to the airlines can not contain the flight delays and baggage loss phenomenon,which led to the airline's explanation of the incident can't satisfy the passengers.Again,for the approach of service recovery,the passengers are clearly more satisfactory material compensation.Therefore,under the premise of ensuring customer satisfaction,airlines can consider the approach of apology + economic compensation.Finally,based on the empirical conclusions,this paper establishes a feasible airline service recovery mechanism,which can provide theoretical guidance for airline service recovery practice.