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An Empirical Study of Service Recovery’s Effects on Customer Satisfaction Regarding Customer Heterogeneity

Author: DuXueDan
Tutor: ShengGuangHua
School: Jilin University
Course: Business management
Keywords: Service Recovery Customer heterogeneity Customer Satisfaction
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 148
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Abstract

The development of the national economy in the rapid development of modern economy, the service industry has played a pivotal role in China's service industry output value reached 12.0487 trillion yuan in 2008, has accounted for 48.6% of the gross domestic product (GDP), but due to the services sector itself has intangibility, heterogeneity, and can not be stored and production spending simultaneous feature makes it is difficult to avoid service failures in the service sector, even if it is the best service companies can not guarantee zero-defect services, especially in the food and beverage industry service failures hardest hit, this problem has aroused the concern of many experts and scholars at home and abroad, many scholars of service recovery, making the service recovery on customer satisfaction affects the course of the study, part of scholars in service recovery and customer satisfaction factors play a regulatory role, these factors include the service the recipient values ??of differences, cultural differences, the relationship between quality differences, but few scholars to study the role played by the customer demographic characteristics of the service recovery This article hopes to focus on demographic characteristics of customer satisfaction relations play a regulatory role in service recovery. In this paper, based on the analysis of previous research, combined with today's service industry development status, use of the data empirical test positive effects of service recovery on customer satisfaction. In addition, the article also hope to prove that the demographic characteristics of the customer service recovery regulatory role played in the impact on customer satisfaction, and would like to confirm the different gender, different ages, different levels of education customers in the face of the same kind of mistakes with a remedy differences satisfaction measures. Research background in the food and beverage industry in Changchun City, Changchun City, the different demographic characteristics of the customer as the research object, random sample survey, fill out the questionnaire, and collected a total of 300 questionnaires were excluded 22 were unqualified questionnaire, on the rest of the data of 278 questionnaires were analyzed using SPSS statistical analysis software, the first descriptive statistical analysis, analysis of data availability, and then proceed to the scale reliability, validity test, based on the correlation analysis, regression analysis confirmed the positive effects of service recovery on customer satisfaction, seen from the regression analysis results the material remedies played a greater role in customer satisfaction, and finally, application regression equation is added to the product after product term coefficient by observing whether significant research methods to confirm the adjustment variables, partially confirmed by customer demographic characteristics of the service recovery on customer satisfaction play a regulatory role in the affect data analysis results confirm that the material remedies for gender, age plays a regulatory role in the spirit of the remedial in gender, level of education plays a regulatory role, the results of data analysis does not support the regulatory role from the age of the spirit of redress, the regulatory role played by the level of education in the material remedies. This article has a certain significance not only in theory, but in practice has played a guiding role in the operation of the service enterprises, service failure occurs first enterprises to actively take remedial measures, you can not turn a blind eye on the mistakes, face the same kind of service failure during the remedial, the material remedies than the spirit of the remedy to a greater extent to improve customer satisfaction, and previous studies have confirmed that customer satisfaction and customer loyalty is positively correlated, and thus be considered from a long-term perspective, enterprises should sacrifice a little interest to take a more these substances remedial measures to achieve greater remedy customer satisfaction and maintain a longer-term relationship with the customer, in order to build customer loyalty, Secondly, the enterprises in services remedies to consider the demographic characteristics of the customer, different for different groups of people to take more effective remedies to minimize the cost of access to the largest customer satisfaction, specifically, men pay more attention to the material aspects of compensation, women pay more attention to the mental aspects of compensation, material compensation crowd to take the 60-70 generation born ,60-70 behalf of the 80-90 generation born population in the treat mental remedy did not differ significantly, the higher the education level of the population more emphasis on the spiritual aspects of compensation, there is no significant difference between the populations of the different levels of education in view of the material compensation.

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