Author: Gu, Junyuan
Title: 信息时代的公共服务行业服务补救与服务满意度关系研究
Xin xi shi dai de gong gong fu wu xing ye fu wu bu jiu yu fu wu man yi du guan xi yan jiu
Other Title: A study of relationship between service recovery and service satisfaction in public service industry in information age
Degree: D.Mgt.
Year: 2010
Subject: Hong Kong Polytechnic University -- Dissertations
Public utilities -- China
Consumer satisfaction
Department: Graduate School of Business
Pages: xv, 166 leaves : ill. ; 30 cm.
Language: Chinese
Abstract: Extended from the model by Hess, Ganesan and Klein (2003), we proposed a model on service recovery performance in the public utility service sector. In line with the information technology reform of China's public utility sector has been the trend of reducing service contact points between the service firm and its customers, the service encounter for service recovery will increasingly play a more important role in customers overall satisfaction with public utility service. Therefore the proposed model incorporates the following variables including acceptance of encounter intended by service firm, perceived employee effort, psychological service recovery, overall customer satisfaction, trust in the service firm and corporate image to investigate the potential effect of service recovery experience on customer satisfaction and loyalty. The purpose of this paper is two-fold: First, we investigate the effects of perceived employee effort and psychological service recovery on recovery-based satisfaction; second, we further explore to what extent the two factors will influence overall customer satisfaction, trust in the service firm and corporate image. The findings support the existence of service recovery paradox. We collected data from households who requested repair and maintenance service through the 95598 call-system set by Shanghai Municipal Electric Power Company. Service blueprint technique, qualitative in-depth interviews and critical incident analysis-technique were used to identify the critical incidents during service encounter for service recovery and develop a questionnaire for measurement of customers' responses for four scenarios respectively. A pilot study was conducted to test the questionnaire. Nine hundreds and forty-six usable questionnaires were collected from customers. Structural modeling technique was employed to validate the measurement scale for individual constructs and the hypotheses. The results provide supports to five of the six hypotheses. In brief, the finding indicates: First, when the electricity service firm provided recovery effort and psychological service recovery, service recovery paradox does exist. But without employee effort in the service recovery process, double deviation would occur. The phenomenon of recovery paradox could be related to the decreased demand for service encounters and the nature of service failure.
Second, during the process of service recovery, both perceived employee effort and psychological service recovery are important, because they can help to protect the service firm from the negative responses of service failure. Perceived employee effort has a significant direct effect, instead of moderating on satisfaction after recovery. Thus, employee’s effort is an important part of service recovery. Third, significant structural paths exist among acceptance of encounter intended by service firm, expectation of relational continuity, recovery expectation, satisfaction with the recovered service and overall satisfaction with utility service firm. Both encounter intended by service firm before service failure and expectation of on-going relationship have positive effect on service satisfaction before service failure and negative effect after service failure. Therefore, service firms need to show great concern to its customers during the service recovery process, reflecting the philosophy of love. Fourth, satisfaction with the service recovery is positively related to overall satisfaction, trust in the firm and corporate image. Overall satisfaction also has positive impact related to trust and corporate image. Therefore, we conclude that the service recovery is a must-do activity and an integral part of public utility service. Service recovery has an important impact not only on overall satisfaction, but also on customer’s trust in the firm and corporate image. Finally this empirical research work contributes to the literature on service recovery in three ways: First, illustrating the phenomenon of service recovery paradox in public service sector; second, identifying the critical factors which enhance customer satisfaction with service recovery, such as perceived employee effort and psychological service recovery; third, providing empirical evidence about the impact of service recovery on satisfaction and firm performance in the public utility service sector.
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Access: restricted access

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