Quantifying the Dynamic Effects of Service Recovery on Customer Satisfaction: Evidence From Chinese Mobile Phone Markets.
Research Implications and Conclusions
study to model and compare the impact of the time series of service recovery efforts
thus cultivating a more exciting theory of nuanced dynamic effects of service recovery
The developed time series econometric models reveal some new and valuable Marketing Dynamics ideas
This study quantifies the dynamic role of service recovery strategies to save customer satisfaction.
Data and Measures
data setting
Because service recovery strategies are applied after service failures
It is difficult to conduct systematic empirical research with real-world data in the recovery of service failures, it is more insightful to carry out a field study on the effectiveness of recovery strategies
Measurements
Communications
communication strategy is measured as the total cost of spending on
the media used by the company
Excuse
Excuse me is the behavior of the forgiveness requests of the
company
Quality improvement
Quality improvement refers to the degree of improvement in the provision of quality mobile phone voice services to customers
Customer satisfaction
Customer satisfaction is the global assessment of the company's mobile voice service
Dynamic effects of the recovery service of the
customer satisfaction
Hypothesis about the dynamic effects of recovery service
Short or long term decay, some studies allude to the possibility of a short or long decline, depending on the specific type of service recovery efforts
The variable impact on communications time
The variable impact on compensation time
The variable impact on quality time
After service failures, the impact varies over time
Service recovery strategies
compensation
Quality improvement is the improvement of the firm
recovery management has a significant impact on customer evaluations
Clients usually participate more in emotional recovery than in routine service or for the first time
refers to
actions of an organization take in response to a service failure
marketing dynamics are important
the purpose of evaluating
variable effects over time
the contribution of long-term marketing variables
VAR Model Results
root tests of the VAR model
These assumptions are at 90% confidence level. On the basis of the unit
The VAR model is optimal. In addition, several residual VAR assumptions were tested (multivariate normality, variable omission bias
Calculation of three indexes of goodness of fit to determine the optimal delay
Models the Marketing Dynamics
The regression of the endogenous variable is the only simultaneous regression of several endogenous variables. Therefore, VAR can model a closed cycle
weekly recovery decisions of the
recovery strategies and their interactions
affect customer satisfaction and
between recovery strategies and customer satisfaction you can try the VAR Model
VAR model is appropriate for capturing the complex, dynamic relationships
Controls to the Rule explaining alternatives to the results
During the recovery process, customer satisfaction can be affected by other factors, for which you have to control
there are four categories of control variables
promotion strategy, controlling for public activities not
routine
Pricing strategy, the way in principle the company rewarded loyal consumers
product or channel strategies
account the influence of the company's marketing actions
