摘要
本文采用情景模拟方法,以饭店服务失误和补救为例,分别测评了主动补救和被动补救对消费者情绪和行为意向的影响,结果发现,服务补救方式对消费者情绪和行为意向的影响存在显著差别,其中主动补救对消费者正面情绪、口碑传播和重购意向的影响显著高于被动补救,而对消费者负面情绪的影响显著低于被动补救;获得服务补救消费者的正面情绪与口碑传播和重购意向呈显著正相关,而消费者负面情绪与口碑传播和重购意向呈显著负相关。
As service has some characteristics, such as intangibility, heterogeneity, inseparability of production and consumption and perishability, service failure can not be avoided completely, which bring negative effect on consumer emotion and behavior intention, and may eventually lead to consumer drain. By providing service recovery, the service firm can alleviate the negative influence due to service failure in a certain extent and then reconstruct consumer confidence and customer loyalty. Employ the scenario simulation experiment to research the effect ofproactive recovery and reactive recovery on customer emotion and behavior intention, taking res- taurant service failure and recovery for example. The results show that： Firstly, service recovery methods have significant different effects on customer positive emotion, negative emotion, positive word-of-mouth and repurchase intentions. The effect degree of pro- active recovery is significantly higher than that of reactive recovery on positive emotion, positive word-of-mouth and repurchase inten- tions, and the effect degree of proactive recovery is significantly lower than that of reactive recovery on negative emotion. Secondly, there is a significant positive correlation between consumer posi- tive emotion, positive word-of-mouth and repurchase intentions, and significant negative correlation between consumer negative emotion, positive word-of-mouth and repurchase intentions. Based on this, when enterprises are faced with service failures, Firstly, service recovery should be provided to consumers initiatively and avoid provided recovery just when consumers complaint or requir- ing. Secondly, service firm should establish plain service standard, process and commitments, once found that the provided service did not meet service standard, process and commitment; it should give consumers recovery initiatively and without conditions. Thirdly, the enterprise should license to front-line staff to deciding and imple- menting service recovery, rather than through complex approval process to give consumers recovery. Finally, when the front-line staff provides recovery, they should be affable, sincere, so that a polite and comfortable environment is provided to consumers when they obtain recovery, which allow consumers to access positive emotions and eliminate the negative emotions.
出处
《南开管理评论》
CSSCI
北大核心
2011年第2期37-43,共7页
Nankai Business Review
基金
国家自然科学基金资助项目(70872101)资助
关键词
服务补救方式
主动补救
被动补救
情绪
行为意向
Service Recovery Methods
Proactive Recovery
Reac-tive Recovery
Emotion
Behavior Intention
