其他顾客不当行为引发服务失败的补救效果研究  

Service Recovery for Service Failure Caused by the Other Customer Misbehavior

作　　者：刘汝萍[1] 曹忠鹏[1] 范广伟[1] 马钦海[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110819

出　　处：《预测》2014年第2期20-25,共6页Forecasting

基　　金：国家自然科学基金资助项目(71172151;71302162;71272162);教育部人文社会科学研究青年基金资助项目(13YJC630096);中央高校基本科研业务专项资金资助项目(N110406001);中国博士后基金资助项目(2012M510827)

摘　　要：已有服务失败和补救的研究更多集中于服务系统和服务员工引发的失败与补救,较少关注由其他顾客不当行为引发的服务失败与补救。本文提出其他顾客补救的概念,并考察其他顾客不当行为引发服务失败情境下,其他顾客补救、服务商补救以及共同补救对顾客满意及行为意向的影响。基于餐饮业采用实验法进行数据收集,研究结果表明:与其他顾客不补救相比,其他顾客补救使顾客有更高的满意度和重购意愿以及更低的负面口碑传播意向。与其他顾客不补救相比,其他顾客补救情境下,员工道歉会更显著地提高顾客满意度和重购意愿。其他顾客和员工进行补救后,赔偿的效果不明显;其他顾客无补救情境下,赔偿可以显著提高顾客的满意度和重购意向。本研究为服务企业在其他顾客不当行为引发服务失败后实施补救策略提供了理论指导。Service failure caused by service provider or employees has been paid more attention, but the failure from the other customers is ignored. The concept of other customer recovery is proposed and the purpose of this study is to explore how the other customer recovery, service provider recovery and joint recovery response to the service failure caused by the other customer misbehavior influence the affected customer＇s level of satisfaction and behavior intentions. Based on the method of scenario simulation in a restaurant context, the result shows that compared to non-other-customer recovery situations, in the situations of the other customer recovery customers are more satisfied with the firm, more willing to repurchase, and less likely to engage in negative WOM. The apology of employee will be more effective in increasing customer satisfaction and repurchase intention in the other customer recovery situations than non-other-customer recovery situations. Compensation can not significantly increase the recovery effects in the cases of the other customer recovery and employee recovery, while in the situations of non-other-customer recovery, compensation can significantly improve customer satisfaction and repurchase intentions. The implications for service enterprises to provide appropriate recovery strategies for service failure caused by the other customer misbehavior are discussed.

关 键 词：其他顾客不当行为 其他顾客补救 服务失败 服务补救 

分 类 号：F713.55[经济管理—市场营销]