This paper explores the content of consumer expectations of service recovery and its influencing factors in the service recovery process from the perspective of social exchange theory. Taking the auto repairing business in Chengdu as the objective of study, the authors demonstrate the research hypothesis through scenario - simulated method. The effect of the severity and importance of service failure on consumer expectations of service recovery is analyzed from the points of variance of the data,factors about service failure position attributions, service failure controllability attribution. Conclusions obtained from the study will provide automotive business with operational guidance for effective application service recovery theories and techniques.%从社会交换理论的角度探讨了在汽车服务补救过程中,消费者服务补救预期的内容及其影响因素,并以成都市汽车销售服务企业为例,以情景模拟的方法进行实验研究.通过对有关数据进行方差分析,以检验服务失误的位置归因、服务失误的可控性归因、服务失误的严重性以及服务失误的重要性等因素对消费者服务补救预期的影响.本文的研究结果可为汽车企业有效应用服务补救的理论和技术提供具有操作性的指导.
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