财经论丛
財經論叢
재경론총
COLLECTED ESSAYS ON FINANCE AND ECONOMICS
2015年
2期
91-98
,共8页
服务补救策略%应对倾向%服务失败程度%重购意愿%负面口碑
服務補救策略%應對傾嚮%服務失敗程度%重購意願%負麵口碑
복무보구책략%응대경향%복무실패정도%중구의원%부면구비
service recovery strategy%coping style%severity of service failure%revisit intention%negative word of mouth
服务补救是企业挽回顾客信心的关键，补救策略的效果与失败情境和顾客特质密切相关。本文以关键事件法和访谈法对过程补救策略进行划分，并与结果补救策略形成有效组合，通过实验法考察顾客应对倾向与服务失败程度对补救策略的影响。结果表明：结果补救策略与问题应对顾客之间存在匹配效应，且失败程度越高，匹配性越强；过程补救策略与情绪应对顾客之间的匹配效应在服务失败程度严重时得以体现。
服務補救是企業輓迴顧客信心的關鍵，補救策略的效果與失敗情境和顧客特質密切相關。本文以關鍵事件法和訪談法對過程補救策略進行劃分，併與結果補救策略形成有效組閤，通過實驗法攷察顧客應對傾嚮與服務失敗程度對補救策略的影響。結果錶明：結果補救策略與問題應對顧客之間存在匹配效應，且失敗程度越高，匹配性越彊；過程補救策略與情緒應對顧客之間的匹配效應在服務失敗程度嚴重時得以體現。
복무보구시기업만회고객신심적관건，보구책략적효과여실패정경화고객특질밀절상관。본문이관건사건법화방담법대과정보구책략진행화분，병여결과보구책략형성유효조합，통과실험법고찰고객응대경향여복무실패정도대보구책략적영향。결과표명：결과보구책략여문제응대고객지간존재필배효응，차실패정도월고，필배성월강；과정보구책략여정서응대고객지간적필배효응재복무실패정도엄중시득이체현。
Service recovery is a critical step to restore customer confidence and the effects of recovery depend on the spe-cific scenario and customer features.With CIT and interview methods, this paper identifies high level and low level process re-covery strategies and form strategy mixes with different levels of outcome recovery strategies.An experiment is conducted to test the influence on recovery strategy mixes exerted by customer coping style and failure severity.Experiment results show that outcome recovery strategy matches the needs of problem-oriented customers, and it works better when severity of failure is greater.For emotion-oriented customers, the process recovery strategy matches their needs only when the service failure is se-vere.
