Attribution And Countermeasures Of Dominant And Recessive Service Failure

Commercial Banks have been trying to gain more customers and gain market share.But in the provision of services,service failures are inevitable.There are two types of service errors in commercial Banks:explicit service mistakes and hidden service failures.Common explicit errors include account number errors,machine failures and other direct losses to customers.Common hidden mistakes include the lack of diversity of queuing service projects,insufficient tracking of wealth management products and the lack of timely attention and satisfaction for customers' special needs.When a service error occurs,the customer's negative behavior will be caused accordingly.The effective remedy is to win the customer's second satisfaction.This article,from the perspective of the service recovery,the relationship between service recovery satisfaction,introduce service errors in the research model,the influence of service failure,service recovery and service recovery satisfaction relationship between these three,the theory of the service recovery are perfect.Based on the research of customers who have been misrepresented by commercial Banks,this study provides a reference for the improvement of service recovery theory and the follow-up service recovery management of enterprises.Meanwhile,an empirical analysis is carried out on the error of explicit service and the error of hidden service.Dominant service failure by designing the questionnaire in the form of the sensory index of customer acquisition and factor analysis,variance analysis,correlation analysis,regression analysis and other empirical analysis method,get the following conclusion:The three dimensions of service remedy there were significantly positive influence,satisfied with the service recovery of mental compensation the greatest force,force of the second is the substantial compensation,fast response in these three forces are relatively weak.Recessive service errors in measurement is more difficult,more reflected in the customer service demand and new service demand and avoid "survivor bias" selects the fund consignment business last marketing effect figures also build "psychological compensation,substantial compensation,rapid response" three dimensions indicators of the utility function.Get the following conclusion:the three dimensions of service remedy satisfied with the service recovery is significantly positive influence,the rapid response force,the biggest force of the second is the substantial compensation,the mental compensation in these three forces are relatively weak.The innovation points of this paper are embodied in two aspects:first,the qualitative evaluation is transformed into quantitative analysis through the form of questionnaires and constructed utility functions;The second is to include the discussion of "survivor bias",and use the effect data of the fund to promote the continuous marketing to construct the utility function;Through the establishment of utility function,we can establish effective service recovery mechanism for different service failures more clearly and effectively,and more effectively retain customers and gain more benefits.