顾客应对倾向、服务失败程度与服务补救策略  

Research on Effects of Service Recovery Strategy in Relation to Service Coping Style and Failure Severity

作　　者：李斐斐[1] 王兴元[1] 

机构地区：[1]山东大学管理学院,山东济南250100

出　　处：《财经论丛》2015年第2期91-98,共8页Collected Essays on Finance and Economics

基　　金：国家自然科学基金资助项目(71272121);国家自然科学基金资助项目(70872062)

摘　　要：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。Service recovery is a critical step to restore customer confidence and the effects of recovery depend on the specific scenario and customer features. With CIT and interview methods,this paper identifies high level and low level process recovery 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 severe.

关 键 词：服务补救策略 应对倾向 服务失败程度 重购意愿 负面口碑 

分 类 号：F719[经济管理—产业经济]