CAJ | 학술논문

服务失误是企业所竭力避免的,实践和学术研究都表明,在遭遇服务失误后,顾客满意度和顾客再购买意愿都会下降,而不同原因导致的服务失误对顾客满意度和购后行为的影响也不同.本文对于服务失误的原因重新做了分类,除了既有研究已关注的"内因"和"外因"外,补充了可能导致服务失误的第三方原因.通过情景模拟实验法,比较了这三种原因的服务失误对顾客满意度和购后行为的影响.结果发现,"外因"导致的服务失误对于顾客的负面影响最大,"内因"导致的服务失误对于顾客的负面影响最小,第三方导致的服务失误对于顾客的负面影响介于前两者之间.但无论是什么原因导致的服务失误,相同的服务补救引发的顾客反应是相同的.
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Service failure is what enterprises try their best to avoid. Experience and research hitherto all suggest that when encountered service failure, customer satisfaction, repurchase intention and positive word-of-mouth intention would fail respectively. However, different failure attributions would have different impact on the above three aspects. This paper has re-categorized the possible causes for service failure, in addition to ＂internal＂ and ＂external＂ cause dimensions, we have included ＂the third party＂ dimension. Taking scenariobased experiment, it attempts to compare the influences of three attributions （the employee, the customer himself and the third party） on customer satisfaction, repurchase intention and positive word-of-mouth intention. Just find out that compared with the other two causes, when the attribution goes to the ＂external＂ cause, the service failure would have the most serious negative impact on customers. When the attribution goes to the ＂internal＂ cause, it turns out to be much better. And the third party＇s impact is between the above two causes. However, no matter what the attribution is, the same service recovery will have the same effect.