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ACKOWLEDGEMENT
In the MBA Center of DGUFS, I spent two unforgettable years. In MBA center, I
systematically studied various aspects of business management, deeply admired the
knowledge of professional teachers, from which I not only learned management
knowledge, but also learned how to behave. As the paper is about to be completed, I
want to thank everyone who helped me in the whole thesis writing process. First of all,
I want to give my sincerest thanks to my tutor, Professor Yang Lin. From the topic
selection, paper framework and detail modification to the final completion of the paper,
she gave me the detailed guidance. Professor Yang's profound knowledge and rigorous
academic attitude deeply affect me and will have a positive impact on my future work
and life.
At the same time, I would also like to thank the teachers and all the students of the MBA
Center, GDUFS. We learned from each other, helped each other and completed studies
in here. Thanks to my friends and classmates for their great support and help in the
preparation of the essay. In addition, I would also like to thank the leaders and
colleagues who worked together to help me the most in the collection of papers material.
Finally, my thanks go for my family and my parents, it your inspiration and support that
allow me to complete my study of postgraduate.
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ABSTRACT
In recent years, in China, the development of extra-curricular training institutions has
been rapid, and various types of training institutions have sprung up. According to a
report released by the China Institute of education the scale of the private tutoring
industry in 2016 exceeded 800 billion yuan, and the number of participating students
exceeded 137 million, and the teachers of tutoring institutions was approximately 7
million to 8.5 million. The report shows, in China the number of students participating
in extracurricular tutoring accounts for about 36.7% of the total number of students in
the school, and it is up to 70% in Beijing, Shanghai, Guangzhou, Shenzhen and other
major cities. In such a huge market potential, there are listed companies like Xueersi,
and Xueda, there is also a small workshop organization with a classroom and a few
teachers, the development of the scale is not homogeneous, but the competition is
extremely fierce. And in 2018, National People's Congress(NPC) and Chinese People's
Political Consultative Conference (CPPCC) issued a notice that how to standardize
extracurricular training institutions. Under the background, how to maintain customer
relationship and win customer loyalty has become the focus of future development of
training institutions.
Service failure means that service provided does not reach the standard of customer
expectations leading to customer dissatisfaction. In service industry, service failure is
inevitable. Effective service recovery can win customer satisfaction, enhance corporate
image and increase corporate profits after service failures. As a service industry,
extracurricular training institutions will inevitably face service failure. Therefore, it is
imperative to study the service recovery of extracurricular institutions. Based on the
case study of Wuhan Haoxue education company, putting forward to establish customer
satisfaction-oriented service recovery system on the basis of studying a large number
of relevant literature and analyzing the service errors and risks of this company.
First, summarizing the existing literature related to the theory of service recovery,
summed up the concept, types and impact of service failure, and then elaborated the
connotation of service recovery and the operation strategy of service recovery. This
article argues that service recovery is not the same as customer complaints processing.
It should be a series of active, timely and effective management measures that
companies should take to improve customer satisfaction and loyalty, aiming to form a
systematic, dynamic and constantly improved the service quality improvement
mechanism.
Secondly, it describes the current situation of the service of the Wuhan Haoxue
education company and explains the reasons of the service failure. On the basis of
summarizing the current situation of service recovery in Wuhan Haoxue education
company, the service recovery system including pre-deployment, execution, feedback
and improvement is put forward.
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Finally, suggestions are given for the implementation of the recovery system of Wuhan
Haoxue education company. In the pre-deployment system, Haoxue education should
give the customer a reasonable commitment. In the execution system, staff training
should be strengthened to improve the quality of the staff and the empowerment of the
front-line staff should be enhanced. In the feedback system, opinions and suggestions
of the customers should be actively solicit and establish reasonable feedback channel.
Key words: Service Failure, Service Recovery, Customer Satisfaction, Education and
Training Service Recovery System
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摘要
近年来，我国课外培训机构发展迅猛，各类培训机构如雨后春笋班涌现
中国教育学会发布报告称，2016年课外辅导行业市场规模超过8000亿元，参加
学生规模超过1.37亿人次，辅导机构教师约700万至850万人。报告显示，我
国参加课外辅导的学生约占全体在校学生总数的36.7%，在北京、上海、广州、
深圳等大城市，更是高达70%。在这样巨大的市场潜力下，有像学而思，学大教
育这样的上市企业，也有一间课室，几个老师的小作坊机构，发展规模层次不齐，
但竞争却异常激烈。加之在2018年“两会”关于课外机构整改的大环境背景下，
如何维护好顾客关系，赢得顾客忠诚成了培训机构未来发展的重点
服务失误是指服务提供者提供的服务没有达到顾客期望的标准而引起的顾
客不满。在服务行业中，服务失误是不可避免的。而有效的服务补救能在企业服
务失误之后，赢得顾客满意，提升企业形象，增加企业盈利。课外培训机构作为
服务业，同样也会不可避免的面临服务失误现象。因此研究课外机构的服务补救
是势在必行的。本文以武汉好学教育为例，深入分析好学教育存在的服务失误及
风险，在研究大量相关文献的基础上，提出建立以顾客满意为导向的服务补救体
系
首先，对现有的服务补救相关的理论文献进行了梳理，先对服务失误的概念
及类型和影响进行了概括，然后就服务补救的内涵及服务补救的运作策略作了详
细阐明。本文认为，服务补救不等同于顾客抱怨处理，而应当是企业以提高顾客
满意度和忠诚度而进行的一系列主动的、及时有效的管理措施，旨在形成一个系
统的、能动的、不断完善的服务质量改进机制
其次，对好学教育的服务现状进行了总结，并对好学教育存在服务失误及原
因进行了深入解读。再次，在对好学教育服务补救现状总结的基础上，提出了包
括预应，执行，反馈和改进的服务补救体系
最后，对好学教育服务补救系统的执行给出建议。就预应系统，好学教育应
当给予顾客合理的承诺，在执行系统中，应当加强员工培训，提高员工素质，增
强一线员工的授权；在反馈系统中，应当主动征求顾客意见建议，建立合理的反
馈渠道
关键词: 服务失误，服务补救，顾客满意，教育培训服务补救体系。