摘要
对于服务公司而言，重复性的顾客是公司重要的资产，而确保重复顾客最有效的方式就是在每一次服务时提供符合或超出顾客期望的产品或服务，但这通常是不易达成的。由于服务的无形性、异质性和不可贮存性造成了服务提供与生产的高度不确定性，因此再好的服务公司都无法避免服务失误的发生。
通常在服务失误后，顾客会产生消极的态度。如何通过服务补救来转变顾客的消极态度已经成为近年来营销研究的热门话题。不过有关顾客会如何认知和评价服务补救绩效的理论研究还相当有限，知觉公平理论是目前研究顾客如何认知服务补救的有效框架。
本文正是借助于知觉公平理论来研究服务补救过程中关系品质对顾客知觉公平水平以及行为意向程度的影响，从而帮助服务商理解顾客对服务补救的反应。本研究在回顾国内外相关文献的基础上，构建了关系品质与知觉公平水平以及行为意向程度之间的关系模型，并用实证的方法验证了该模型。
本文共分为五章：
第一章介绍了本研究的动机、目的以及对象、范围和研究流程设计。
第二章回顾了与本研究相关的国内外文献，主要是关于关系品质、服务补救和知觉公平等概念相关的研究。
第三章是关于研究方法的陈述，包括研究架构的设计、研究假设的提出、变量的定义与测量和问卷的设计以及资料分析方法。
第四章是研究结果的分析。
第五章是研究结论的归纳、营销建议的提出以及后续研究的提示。
经过本文的实证研究证明，在服务补救的过程中关系品质对顾客知觉公平水平以及行为意向程度有显著影响，不过人口统计特征对这二者的影响并不显著。
As Old customer is an asset, service organization in every exchange should supply customer the additional value and enhance his repetronage intent, which seem to be impossible. All-mighty service suppler cann't avoid the subtle service failure because of the in inmmaterialitveness, heterogeneitiveness and unreservativeness of service.
Customer ofen complains after encountering the service. How to transform the passive postcomplaint attitude has already become one of hot topic in the marketing research, but to the service business, the principle of the evaluation of customer to service recovery is still unkown. Fortuanately the theory of perveived justice give us a push to understand the evaluation of customer to recovery.
In term of perceived justice theory, this paper explores the effect of relationship quality on perveived justice and postcomplaint intent in the process of service recovery. This paper has five parts.
Chapter 1 introduces the research motivation, intent, object, and range as well as design process.
Chapter 2 retrospectus the theory of relationship quality, perveived justice and service recovery.
Chapter 3 devises the research proceed; brings forward the research frame, research hypothesises; explains the related variables; designs the scale.
Chapter 4 In this research we verify the hypotheses byanalysis of correlation variance, factor analysis and correlation analysis.
Chapter 5 brings forward the conclusions of the paper; discuss the revelation of the research; at last and give some advice on service marketing, point out the deficiency and the future research orientation.
This research testifies that relationship quality has the significant effect on perveived justice and postcomplaint intent in the process of service recovery. But the vital statistic variables don't have too much effect.
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