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Title: Structure of customer satisfaction with service recovery : a perspective on scale development
Other Titles: 顾客服务补救后满意结构研究:一个量表开发的视角
Authors: Cong, Q
Wang, YM
Yan, H 
Keywords: Customer satisfaction with recovery
Customer trust
Affective commitment
Relationship commitment
Customer relationship continuance
Issue Date: 2008
Publisher: 清华大学出版社
Source: 营销科学学报 (Journal of marketing science), 2008, v. 4, no. 3, p. 1-13 How to cite?
Journal: 营销科学学报 (Journal of marketing science) 
Abstract: In order to study further on the affection mechanism of customer satisfaction after recovery on their relationship continuance intension,based on Morgan & Hunt′s Commitment-Trust theory,this paper develops and tests the relationship model between customer satisfaction after recovery and customer relationship′s continuance from the relationship marketing perspective by using Structure Equation Modeling methodology.The research data are collected from bank enterprises′scenarios about service failures and related recoveries of three different satisfaction levels.The empirical result shows that customer satisfaction with recovery has not direct influence on customer relationship′s continuance,but can affect by customer trust and relationship commitment which play the role of media.The result reveals that service recovery is the one of the important approach of relationship marketing,and this research on how to maintain relationships with customers from service recovery perspective is very valuable for service industrial.
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