服务失误的严重性和可控性对顾客抱怨行为的影响——以航空公司的旅客服务为例  

作　　者：李辉[1] 吴晓云[2] 

机构地区：[1]中国民航大学经济与管理学院,天津300300 [2]南开大学商学院,天津300071

出　　处：《企业经济》2020年第11期91-99,共9页Enterprise Economy

基　　金：教育部人文社会科学青年基金项目“基于语言Q阶模糊集的多准则决策方法及应用研究”(项目编号:19YJC630023);中央高校基本科研业务费项目中国民航大学专项资助“供给侧改革背景下的航空公司发展战略转型研究”(项目编号:3122017052)。

摘　　要：服务失误会严重影响了顾客满意度,造成顾客流失,使得服务企业自身遭受惨重损失。本文以航空公司的服务失误作为研究对象,从严重性和可控性两个维度,探究服务失误通过顾客负面情绪对顾客抱怨行为的影响,并且检验了服务失误的重复性在此过程中的作用。基于对航空公司旅客的321份调查问卷,开展实证研究,结果表明:认为服务失误更加严重、本可避免的顾客会产生更多的负面情绪;服务失误的重复性降低了服务失误严重性对顾客负面情绪的影响;顾客的负面情绪是服务失误严重性和可控性与顾客抱怨的中介。基于此,建议服务企业应尽量避免服务失误的发生,尤其加强对经历过服务失误的顾客重视程度,提升服务标准和服务质量管理能力,从而优化顾客服务体验。Service failure has seriously affected customer satisfaction,resulting in customer churn and heavy losses for many service enterprises.This paper takes airline service failure as the research object,and explores the impact of service failure severity and controllability on customer complaint behavior through customer negative emotion.Based on 321 questionnaires,empirical research results show that customers who think service failures are more serious and avoidable will produce more negative emotions;the repeatability of service failure reduces the impact of service failure severity on customer negative emotions;customer negative emotion is the mediator between severity and controllability of service failures and customer complaints.Based on this,this paper suggests that service enterprises should avoid the occurrence of service failures as far as possible,pay more attention to customers who have experienced service failures,and improve customer service standards and service quality management capability to optimize customer service experience.

关 键 词：服务失误 负面情绪 顾客抱怨 航空公司 

分 类 号：F272.3[经济管理—企业管理]