The Influence Study On Customer Attribution And Recovery Of Mobile Agents Service Failure

In order to open the mobile market in China under the environment of mobile agent,the form and content of increasingly diverse,mobile operators are using social channels to provide services through the agency,Mobile Corporation and no supervision rights for non authorized agents responsible for business and service.The agent also led to customers in the purchase of uneven in quality of products and services,will encounter a service failure,and the unclear relationship between mobile agents and the customer will be blamed for the Mobile Corporation's own problems,leading to customer dissatisfaction of mobile products and services,impact mobile brand reputation.This paper chooses Bengbu as a case to study the attribution and remedy of service failure of mobile agents,which is of theoretical and practical significance.This paper comprehensive use of attribution theory,customer satisfaction,relationship quality and customer expectations as a theory,enriches the theory of customer satisfaction and customer recovery,mobile communication and related service industry management agencies,to provide the theoretical basis of optimization of customer service.For customers of mobile agents for service failure attribution and recovery were studied at the same time,the use of questionnaires and interviews,the actual survey of consumer attitudes towards mobile agents and mobile agent services,service recovery,and proposed the optimization measures for the mobile communication industry,and better relationship with mobile agents the reference standard of service quality and behavior of agents.The attribution of service failure,service recovery and customer behavior intention theory as the foundation,through the questionnaire of mobile agents in BengbuCity,the customer groups of research and interviews,306 valid questionnaires were collected.Through the statistical analysis of the questionnaire,found the main customer groups for mobile agents present in young people,mainly in income characteristics,enterprise workers at the same time,it is found that the efficiency of high correlation between customer satisfaction and the psychological remedies and service recovery,and the correlation degree of customer loyalty and gain utilitarian compensation and psychological compensation more closely.According to the study results,this paper argues that from the establishment of clear responsibilities accountability system,establish and improve the service system,the establishment of dynamic information feedback system and the fouraspects of the establishment of the normal service training system enhance the mobile agent service customer satisfaction.