顾客参与自助服务补救量表的构建和研究

由于自助服务的本质和特性,当发生服务失误时,服务补救的提供者不再只是企业和员工,在很多情形下,顾客也要参与到自助服务补救中来。为构建顾客参与自助服务补救量表,以网络预订为研究对象,通过理论驱动和数据驱动相结合的方法,采用验证性因子分析(CFA)和探索性因子分析(EFA)等规范的实证研究,构建了顾客参与自助服务补救量表,得到了信息搜寻、补救准备和付出努力3个维度,并阐述了该结果在营销上的应用,最后指出了研究的局限性与未来的研究方向。

Research on the Constructing the Scale of Customer Participation in Service Recovery in SST

Providers of the service recovery are no longer just enterprises and their employees in SST due to the nature and the characteristics of SST when the service failures happen.Customers will participate in the service recovery in many cases.So it is of great importance to research on the customer's participation in SST service recovery.The purpose of this paper is to develop a scale of the customer participation in SST and to lay the foundations for the quantitative research.This paper focuses on Internet booking and constructs a customer participation scale in SST service recovery through combination of theory-driven and data-driven,using EFA and CFA and other empirical research.Three factors are provided,which are information seeking,recovery preparation and effort.The end of this paper illuminates the marketing applications of the scale,and points out the limitations and the future research directions.