摘要
由于服务行业高交互性和同步性特征,服务失败不可避免,重新赢得顾客的有效途径就是通过成功的服务补救。从国内外对于服务失败和补救的研究成果上看,绝大多数采用以认知为主的范式(归因、公平、满意、期望等),很少有研究关注服务失败和补救中给消费者带来的情绪变化。本文在充分回顾服务失败文献的基础上,提出在多年的研究成果中并未充分重视消费者的情绪反应过程。作者基于资源交换理论对消费者在服务失败中的心理反应机制进行了系统而科学的探讨,提出了以顾客损失、情绪为核心的服务失败模型。根据研究目的和研究模型,本文采用情景模拟法进行了实证研究,正式研究进行了严格的实施控制,包括对访问人员的访前培训和问卷复合,研究所用量表从国外相关研究的研究量表选择有效测项形成,按照事件严重程度和服务员情绪展示程度对情景进行2×2设计,选择在校大学生作为被试,最终获得有效问卷261份。数据采用了ANOVA、回归和PLS进行分析,并对各研究假设进行了验证。研究成果证实了服务失败本身和服务员处理失败时的情绪都会影响到消费者功利损失和象征损失,并进而影响消费者失败后的情绪,补救预期和抱怨倾向是认知和情绪综合影响的结果。
Service failure is inevitable due to the high interaction and synchronization of the service industry. The effective way to gain customers is a successful service recovery which can improve perception of service quality, enhance customer satisfaction, and prevent customer defection. The current research achievements in service failure and recovery are usually based on the cognitive paradigm, such as attribution, justice, satisfaction and expectation rather than the customer emotional response. Through literature review, the authors point out that emotion has been overlooked in current researches. Based on resource exchange theory, we study carefully consumer＇s psychology mechanism under the service failure circumstance and develop a conceptual model among the key constructs of service loss and customer＇s emotion. In view of the research objectives and research model, a Scenario Experiment research methodology is adopted. The formal survey is closely and strictly controlled by the way of training the interviewers before survey. Scale of variables is mainly selected from the relevant extant item pool. The experiment manipulated according to a 2＊2 full factorial design based on the classification of service failure severity and displayed emotion of waiter. Student samples are used and the 261 valid subjected are found. The data is analyzed by ANOVA, Regression, and PLS software and all research hypotheses are tested. We conclude that service failure per se and waiter＇s emotion after the failure will impact customer＇s utilitarian loss and symbolic loss, and which will impact customer＇s emotion finally. Recovery expectation and complain intention are the synthesized result of cognition and emotion. Valuable suggestions are put forward to the service industry and government in the final part of this paper. Besides this research achievements also can be taken as a theory guide fol improving service quality and management so as to strengthen customers＇ loyalty.
出处
《南开管理评论》
CSSCI
2007年第6期4-10,18,共8页
Nankai Business Review
基金
国家自然科学基金项目(70572083)资助
关键词
服务失败
情绪
补救预期
抱怨倾向
Service Failure
Emotion
Recovers Expectation
Complain Intention
