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Research on the Formation Mechanism of Service Recovery Paradox

Author: LuoJin
Tutor: ChangYaPing
School: Wuhan Textile University
Course: Business management
Keywords: Service Recovery Service recovery paradox Consumer Satisfaction The strength of relationship
CLC: F224
Type: Master's thesis
Year: 2011
Downloads: 46
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Abstract

Services as an invisible product can not be stored, heterogeneity, production and consumption occur synchronously characteristics. While many enterprises is increasing emphasis on staff training, the introduction of advanced equipment, and proposed a high standard of service to provide a standard, but the characteristics of the service is still difficult to avoid service failure occurred. Objective of these mistakes will lead to consumer dissatisfaction subjective satisfaction as an important issue and problem facing enterprises how to restore these consumers experience service failure. Practice, and studies have shown that reasonable remedial measures can not only restore consumer satisfaction, and even enables consumers to obtain satisfaction above did not happen before the service failure, a phenomenon known as the service recovery paradox. For businesses, some remedies really created a service recovery paradox phenomenon, but some remedial measures not only failed to play a role to restore consumer satisfaction reduced, even consumer satisfaction decreased again. Therefore, the study of the formation mechanism of the service recovery paradox of how to provide services remedies have an important role in guiding. In this study, based on the literature review service failure, service recovery, through brainstorming will, depth interviews, the service recovery paradox formation process is divided into two phases: service failure process and service recovery process, respectively, to explore in factors of these two processes, the impact of the decline and rise of consumer satisfaction, establish the service recovery paradox of the formation mechanism of the relational model. To provide more detailed guidance recommends the introduction of the strength of the relationship as an adjustment variable, suggesting that the regulation of the relationship between the strength of consumer satisfaction in the two processes. The study to take the way of empirical data obtained through questionnaires as a tool to SPSS13.0 statistical analysis methods to reveal the relationship between the accuracy of the model proposed. The analysis shows that the severity of service failures, mistakes frequencies and consumers perceived mistakes controlled lower consumer satisfaction has significant impact, in which the severity of the greatest impact; kind remedial level and non-physical remedial level will significantly enhance consumer satisfaction, and the role of the two fairly; strength of different relationships, changes in the degree of consumer satisfaction, that the strength of relationship between changes in consumer satisfaction play a regulatory role in the service failure process and service recovery process. Finally, the study concluded, the proposed marketing suggestions and pointed out the lack of research and future research directions.

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