基于顾客自我调整导向的差异化服务补救策略研究  

A Study on Customizing Service Recovery Strategy Based on Customers' Self-regulatory Orientation

作　　者：陈可[1] 涂荣庭[2] 

机构地区：[1]对外经济贸易大学国际商学院营销系讲师 [2]北京大学光华管理学院市场营销系助理教授

出　　处：《南开管理评论》2008年第4期49-56,共8页Nankai Business Review

基　　金：国家自然科学基金项目(70502012)资助

摘　　要：已有的服务补救研究认为服务补救应该和服务失败匹配,没有深入探讨顾客心理差异对补救效果的影响。本文提出服务补救应和顾客特征相匹配,从"自我调整导向"角度区分顾客的心理特征,研究顾客的个体差异对服务补救效果的影响。服务补救方式被区分为"多获利"型和"少损失"型两类;顾客的自我调整导向有"趋利"和"避害"之分。本文选取餐馆行业,采用实验方法考察顾客的自我调整导向与补救努力的交互作用对顾客感知的补救绩效和补救满意的影响。通过多因素协方差分析研究发现,当补救努力与顾客的自我调整导向一致时,顾客的感知补救绩效更高,对补救更加满意;对于"趋利"导向的顾客,"多获利"型补救方式效果更好;对于"避害"导向的顾客,"少损失"型补救方式更加有效。It is a dominant view that service recovery should match service failure in existent service marketing literature, which did not pay much attention to the role of customers＇ preferences during recovery process. This article proposes that besides fitting service failure, service recovery should mach customers＇ psychological heterogeneity as well by differentiating their self-regulatory orientations. Self-regulatory orientation is a psychological construct that results in different preferred goals, means obtaining goals, and evaluations toward outcomes, This research focuses on the influences of customers＇ self-regulatory orientations on effectiveness of service recovery. Recovery responses or efforts are classified into ＂gaining benefits＂ vs. ＂avoiding losses＂ according to customers＇ perceptions about how the responses recover the failure, and customers are differentiated as promotion vs. prevention focused people based on their self-regulatory orientations. An experiment is conducted by employing restaurant scenario to examine the interaction effects between recovery efforts and customers＇ self-regulatory orienta- tions on perceived performance and recovery satisfaction. It is a 2＊2 factorial design. Both recovery efforts and service failure severity are manipulated. By controlling customer experiences and failure severity, we examine how the interaction between recovery efforts and self-regulatory orientations influence the evaluation toward service recovery. The results show that recovery efforts perceived as ＂gaining benefits＂ will satisfy promotion focused customers better; while those efforts to ＂avoid losses＂ result in better perceived performance and satisfaction for prevention focused customers. These effects are independent with service failure severity. The findings extend current research on service recovery by considering the match between recovery efforts and customers＇ self-regulatory orientations. Service providers should customize their recovery delivery based on cust

关 键 词：自我调整导向 服务补救 顾客满意 

分 类 号：F719[经济管理—产业经济] F224