零售企业服务补救与顾客满意关系实证研究

零售企业作为典型的服务提供者，在服务过程中出现服务失败和顾客不满是不可避免的，这就要求企业对其失误进行补救，最大限度的降低顾客的不满，这就是服务补救。服务补救适当可以重建顾客满意，留住顾客，赢得“二次成功”。研究结果检验了零售企业的补救措施对于顾客满意的影响，以及顾客满意度形成过程中顾客感知公平的中介作用，并提出了相应的对策。

Research on the Relationship between Service Recovery in Retail Trade and consumer satisfaction

As a typical service provider, retailer is often facing service failure and customer dissatisfaction.Under these conditions,the retailer companies should remedy their mistakes to reduce the customer dissatisfaction as much as possible ,which is service recovery. Appropriate service recovery can rebuild customer satisfaction, retain customers and get the ＂secondary success.＂ In this paper, it makes empirical research method to test the affect of the retail remedies to customer satisfaction, and examines the intermediary role of the perceived iustice in the process of customer satisfaction relationship.