A Research on the Structure of Customer’s Service Recovery Expectation

Aiming at the actuality that the research about costumer service recovery prediction structure is relatively deficient under the background of China culture, based on literature analysis, profound interview, opening investigation and expectation research, we adopt exploratory factor analysis method and confirmatory factor analysis method to develop and validate the scale used to measure customer service recovery expectation in this article. The confirmatory result shows that the scale possesses better reliability and validity level, and the basic content of customer service recovery expectation includes recovery attributes, failure attribution and empowering employees for problem solutions, and in these three factors, the dimension of failure attribution has the largest influences to the satisfaction after customer service recovery.