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1、Customer satisfaction and Service RecoveryCustomer satisfactionCustomer satisfaction is overall satisfaction of product or services. Customer satisfaction will lead to repeat purchase behavior, reduce cost of attracting new customers and bring future income.Determinants of Customer Satisfactionl Exp
2、ected qualityIt is the expectation that customers are planning to prepare to enter a restaurant or to decide which products or services to choose. Expected quality is formed before their consumption.l Perceived valueCustomers have their feelings of value through purchasing and using products or serv
3、ices. Customer satisfaction is subject to the direct impact of perceived value. Customer perceived value comes from the result of perceived benefits and perceived sacrifices.l Service qualityService quality is an important factor to affect customer satisfaction. Service quality can affect the custom
4、er perceived benefits from the perspective of perceived value so as to impact on satisfaction evaluation.l Service RecoveryService recovery is an important aspect of research. It is defined as a reflection of actions when errors and failure occur in services. The aim is to reduce negative impacts to
5、 minimum which referred to customer perceived value, customer satisfaction, service quality and employee satisfaction.Therefore, service recovery is said the subsequent behavioral effects. The negative effects of customer satisfaction can be eliminated through the process of restoration and mitigati
6、on services and ultimately restaurant can enhance customer satisfaction.Service Quality MeasurementService organizations must consider customer satisfaction as a key leverage point to differentiate themselves from other organisations (Gillespie et al, 2007).Restaurants services are can not be stored
7、 pending future consumption as other products. Operators and managers have to face changing environment and daily adjustment of supply and customer demand. l Establish customer Satisfaction strategyIt is about customers here, not only referring to external customers-guests, but also internal custome
8、rs-employees. External customer satisfaction is the core of service, and internal customer satisfaction ensures quality of service.Internal employees provide services to external guests. Once internal employee satisfaction is increased, he could dedicate best service to guests. Therefore, leaders mu
9、st attach importance to improving internal employee satisfaction.l Foster and establish a modern concept of qualityIt is including two ways: the Sense of Efficiency and superior consciousnessThe sense of efficiencyIt means guests requirements must be met as soon as accurately and quickly. Staff shou
10、ld complete tasks in high efficiency.Superior consciousnessThis is a high efficiency and fast-paced work style to collect information, so that it can be carried out to target guests. And staff should capture the information timely on the demeanors and changes of expression of a guest, so that make a
11、ccurate decisions before his asking.l Pay close attention to customer management in the workplace.Firstly, customers should be guided to play their proper role.Secondly, it will be to prevent the adverse effects of customers to improve customers behaviour management.Thirdly, restaurants should be re
12、solutely put an end to some bad customers to say no for interests of the majority.Service Recovery StrategiesService Recovery has a significant role for improving service quality and customer satisfaction. In the service recovery studies, there are some problems that must attract attentionOpportunit
13、ies of Tracking and remedying A restaurant needs to establish a system to track and identify failures and make it being opportunities to maintain relationships between customers and business. An effective service recovery strategy requires restaurants to determine service failure through customer fe
14、edback and complaints.That means not only passively listening to customers complain, but also initiatively finding potential service failures. Marketing research is an effective method, such as collection of customer criticism, monitoring customer complaints and communication with customers. Opening
15、 complaint-hotline, effective service guarantees and a suggestion box can also detect problems that hard to find out. Pay attention to customer problems. Customers believe that the most effective remedy is that workers at the production line appear, acknowledge the problem and apologize to them. The
16、n issues are resolved finally. Sometime, frontline employees could explain their failures at the right time. There are many ways to solve failures, such as being a refund and service upgrades. Customer satisfaction is a hardly universal category because its meaning is based on circumstances and different points of view and is the outcome of individual customer judgement. (Milan Ambro1, Martina
