基于公平理论探讨服务补救质量影响的实证研究——来自中国电信服务行业的证据  

An Empirical Study of the Impact of Service Recovery on Customers` Perceived Value,Satisfaction,Trust,and Loyalty

作　　者：赵占波[1] 张钧安[2] 徐惠群[2] 

机构地区：[1]北京大学软微学院管理技术系 [2]香港理工大学

出　　处：《南开管理评论》2009年第3期27-34,44,共9页Nankai Business Review

基　　金：中国博士后科学基金特别资助项目(200801031);中国博士后科学基金项目(20080430285)资助

摘　　要：企业与客户交易时并不会一帆风顺,当客户面对交易过程中出现的故障时,不同服务补救措施会如何对客户感知、满意度和信任度产生影响?本文区别于以往实验或准实验法为主的定性或定量研究,引入组织行为学的公平理论,采取真实客户服务数据,基于不同客户类型深入探讨服务补救质量对客户满意、客户信任和客户忠诚的影响。实证研究发现,服务补救质量对感知价值、满意和信任均会产生正向作用;大客户对服务补救过程中的"互动公平"最为重视,公众客户更为强调"结果公平"的影响。这就告诉服务型企业应如何采取补救措施,大客户看重过程,一般客户更看重结果。本文从理论和实践两方面为服务补救领域的研究提供了有力证据。Previous studies have investigated the relationship between customer satisfaction and loyalty in product and service contexts. But few studies focus on the relationships between service recovery, perceived value, satisfaction, trust and loyalty. When service failure occurs, it is unclear how customers perceive the service recovery quality, and how service recovery quality, in turn, influences customers＇ perceived value, satisfaction, trust and loyalty. This study develops an integrated model and examines the roles played by service recovery, customer satisfaction, perceived value and trust in determining customer loyalty after service failure occurs. Three pilot studies were conducted in the telecommu- nications industry to refine the research instruments, such as the scales and the questionnaire. After the questionnaire was modified and improved, the final survey was conducted with customers of a telecommunications company in China, and all the hypotheses were tested empirically. The study sample included 301 respondents with real service failure experiences. The data were analyzed using regression model analysis and structure equation modeling （SEM） methods. The results indicated that service recovery had a positive impact on perceived value, customer satisfaction and trust. For service recovery, ＂process fairness＂ and ＂interaction fairness＂ were more important than ＂outcome fairness＂. For different customer groups, the path coefficients between service recovery quality and satisfaction are significantly different. And there are also significant differences between service recovery quality and loyalty for different customers. So, in order to increase service recovery quality, it is wise to take unique measures for different customers when service failure occurs. The empirical results supported most of our hypotheses, and the implications for both marketing theory and practice were discussed. Limitations of the study and further research directions were also proposed.

关 键 词：服务失败 服务补救 客户满意 客户信任 

分 类 号：F626[经济管理—产业经济] F224