Emotional and Satisfactory Research of Grouping Consumers in Service Recovery Process

Abstract

The industrial service failure is sometimes inevitable and the effective way to re-win customers is through a successful service recovery. Compared with the individual service failure, the group service failure is more complex, thus the loss brought to the service enterprises is more serious. Meanwhile, the implementation of a reasonable remediation strategy and the restoration of community satisfaction will become more difficult. In this article, the service recovery model based on the grouping service failure was established. The proposed model conducts four kinds of experimental designs according to the attribution of responsibility in a service failure. By using the scenario simulation method, the 434 valid questionnaires were analyzed by using the SPSS method and the influence of symbolic compensation and leader persuasion to the recovery satisfactory degree is investigated. The experiment verifies that there is a great influence of symbolic compensation and persuasion to the emotion and satisfaction degree of grouping consumers. It is also proved that the positive emotion after recovery is in positive correlation with the group satisfaction and behavior; the negative emotion after recovery is in negative correlation with the group satisfaction and behavior.