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The Study on the Impact of Service Recovery Based on Perceived Justice on Customer Satisfaction and Loyalty

Author: ZuoWenJia
Tutor: XiaoBaiChun´╝ŤLiJun
School: Southwest Jiaotong University
Course: Management Science and Engineering
Keywords: Service recovery Perceived fair Customer Satisfaction Customer Loyalty
CLC: F224
Type: Master's thesis
Year: 2011
Downloads: 141
Quote: 0
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Abstract


In recent years , services for rapid development. Customer satisfaction and loyalty as the goal, to provide high quality service is the key to the competitiveness of the enterprises to obtain the same industry . However, due to the characteristics of the service intangibility , heterogeneity, Perishable , the quality of service is not stable, service failure appears inevitable . Studies have shown that the service failure does not necessarily result in the loss of customers , effective service recovery is conducive to enterprise re- creation of customer satisfaction and loyalty , the formation of positive word of mouth spread , improve the corporate image . Impact on customer satisfaction and loyalty research service recovery mechanism has important theoretical and practical significance to develop effective service recovery strategies . Service recovery research and more focused on service recovery and remedy the relationship between satisfaction and customer loyalty studies have mostly focused on recovery satisfaction , customer provide remedial services perception and overall perception in the past not clearly defined in the related research , from two angles of remedial satisfaction and overall satisfaction , a comprehensive measure customer satisfaction after service failure and service recovery , combined with the perception of equity theory to explore the customers fly , the customer the perception of the relationship between the fair , satisfaction and loyalty . The form of a questionnaire to collect data , use SPSS17.0 pair before measuring samples , the official sample the reliability and validity analysis . Build a structural equation model AMOS7.0 to fit the data and test the underlying assumptions of the theoretical model . The results of this study are basically validates the ideas and underlying assumptions , the results showed that : perceived fairness of the three dimensions of recovery satisfaction has a significant positive impact ; perceived fairness in three dimensions , only the result is fair overall customer satisfaction significant positive impact ; recovery satisfaction has a significant positive impact on the overall satisfaction ; remedial satisfaction and overall satisfaction on customer loyalty has a significant positive effect on the impact on overall satisfaction on loyalty the impact is greater than the recovery satisfaction on loyalty . Finally, the article made ??a number of recommendations on how to develop effective service recovery strategies , improve customer satisfaction and loyalty .

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