服务补救悖论形成机理研究

探明服务补救悖论的形成过程对服务失误的控制和服务补救策略的制定都具有重要的意义。本研究以满意度变化过程为主线揭示服务补救悖论形成的全过程。研究发现:服务补救悖论形成过程可由服务失误和服务补救两个不同的过程来描述,在服务失误过程中,失误频率、失误严重性和感知失误可控性都会显著促使顾客满意度降低,其中,失误严重性的影响最大;在服务补救过程中,实物和非实物补救水平都可以恢复消费者的满意度,并且二者的差异不大;关系强度对这两个过程的满意度变化均具有显著的调节作用,其中,关系强度低的顾客对于失误频率和失误严重性更加敏感,并且更注重实物补救水平。

Research on the Formation Mechanism of Service Recovery Paradox

Finding out the formation process of service recovery paradox is useful for enterprises to control failures and adopt recovery measures.This paper reveals the entire process of the formation of service recovery paradox based on customer satisfaction.The result shows: the frequency,severity and controllability can cut customer satisfaction down remarkably,among which the severity is the most influential factor;both the level of physical compensation and non-physical compensation can increase customer satisfaction;relationship strength will moderate the change of satisfaction for these two processes,customers with low relationship strength are more sensitive to the frequency and severity and pay more attention to physical compensation.