基于关键事件法的服务失败原因及补救战略效果定性分析被引量：26

Study on Service Failure Reasons and Effects of Recovery Strategy Using Critical Incident Technique

导出

摘要利用关键事件定性分析法对餐饮服务业的服务失败和补救战略进行了实证研究。结果发现员工没有礼貌的行为和漠不关心的态度是导致服务失败的最主要原因,员工和管理人员有诚意的解释和说明、负责任的态度、真诚的道歉等无形的精神方面的服务补救能更有效地提高服务补救成功率和顾客满意度。在餐饮服务企业中,企业实际提供的失败补救措施与顾客的期待尚有很大差异,服务性企业管理者应重视对一线服务人员的教育和培训,加强对服务提供系统、库存系统等方面的管理,通过灵活运用无形的情感补偿战略来消除顾客不满,重建顾客对企业的信任。 This study uses critical incident technique to examine how the service failure and recovery affect customer satisfaction and word-of-the-mouth. The results show that the unfriendly attitude and behavior of the employee is the main reason of service failure, and the recovery efforts of the company such as compensation, response speed, apology and explanation have most important effect on customer satisfaction and word-nf-themouth. The results have implications for service managers. In order to recover service failures effectively, they should train employees how to contact with customer and develop an effective programs for managing service delivery system. Also, they should exert invisible recovery strategies such as compensation and apology to build customer＇s trust.

作者金立印

机构地区培材大学管理学院

出处《管理科学》 CSSCI 2005年第4期63-70,共8页 Journal of Management Science

关键词服务失败服务补救顾客抱怨关键事件法服务营销 Service failure Service recovery Customer complaints Critical incident technique Service marketing

分类号 F713.50 [经济管理—市场营销]

引文网络
相关文献

参考文献22

1Bitner M.J.,Booms B.H.,Tetreault M.S.The service encounter:diagnosing favorable and unfavorable incidents[J].Journal of Marketing, 1990,(January):71-84.
2Hart C.W.,James L.H.,Sasser Jr.W.E.The profitable art of service recovery[J].Harvard Business Review, 1990,68 (July/August): 148-156.
3Technical Assistance Research Programs Institute.Consumer complaint handling in America:a update study part 2[R].Washing DC:TARP and U.S.Office of Consumer Affairs, 1986.
4Surprenant C.F.,Solomon M.R.redictability and personalization in the service encounter[J].Journal of Marketing, 1987, (April) :73-80.
5Shostack G.Lynn.Planning the service encounter [M].J.A.Czepiel,M.R.Solomon,C.F.Surprenant.The Service Encounter.Lexington MA:Lexigton Books, 1985.243-254.
6Lewis B.R.,Entwistle T.W.Managing the service encounter:a focus on the employee[J].International Journal of Service Industry Management, 1990,1(3):41-52.
7Parasuraman A.,Leonard L.Berry,Valerie A.Zeithaml.Understanding customer expectations of service[J].Sloan Management Review, 1991,32(3):39-48.
8Smith A.K.,Bolton R.N.,Wagner J.A model of customer satisfaction with service encounters involving failure and recovery[J].Journal of Marketing Research, 1999,34 (August): 356-370.
9Keaveney S.M.Customer switching behavior in service industries:an exploratory study[J].Journal of Marketing, 1995,59 (April): 71-82.
10Gronroos Christian.Service quality:the six criteria of good perceived service quality[J].Review of Business, 1988,9 (Winter): 10-13.

二级参考文献21

1Ajzen, I.. The Theory of Planned Behavior. In E. A. Locke (ed.). Organizational Behavior and Human Decision Processes, Vol 1991, (50): 179-211.
2Andreasen, A.R.. Consumer Complaints and Redress: What We Know and What We Don't Know. In E.S. Maynes (ed.). The Frontier of Research in the Consumer Interest. Columbia, MO: University of Columbia and American Council of Consumer Interest, 1988: 675-725.
3Bearden, W. O. and J. E. Teel.. Selected Determinants of Consumer Satisfaction and Complaint Reports. Journal of Market[2]Bitner, Mary Jo, Bernard M. Booms, and Mary Stanfield Tetreault (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 1983, 54(1): 71-84.
4Blogdett, Jeffrey G. and Donald H. Granbois. Toward an Integrated Conceptual Model of Consumer Complaining Behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1992, (5): 93-103.
5Bolfing, Claire P.. How Do Consumers Express Dissatisfaction and What Can Service Marketers Do About It? The Journal of Services Marketing, 3(Spring), 1989: 5-23.
6Day, Ralph L. and Muzaffer Bodur. Consumer Response to Dissatisfaction with Services and Intangibles, in H. Keith Hunt (ed.). Advances in Consumer Research, Ann Arbor, JJ: Association for Consumer Research, 1978, (5): 263-72.
7Day, Ralph L. and Laird Landon. Toward a Theory of Consumer Complaining Behavior, in Arch G. Woodside, Jagdish N. Sheth, and Peter D. Benett (eds.). Consumer and Industrial Buying Behavior. New York: North-Holland, 1977: 426-37.
8East, Robert. Complaining as Planned Behavior. Psychology and Marketing, 2000, 17(12): 1077-1095.
9Fornell, Claes and Birger Wernerfelt. Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis. Journal of Marketing Research, 24(November), 1987: 337-46.
10Godwin, Beth, Paul G. Patterson, and Lester W. Johnson. Emotion, Coping and Complaining Propensity Following a Dissatisfactory Service Encounter, Journal of Satisfaction, Dissatisfaction and Complaining Behavior, 1995, (8): 155-63.