关系类型对服务失败后顾客反应的影响

本文探讨了真正服务关系、虚假服务关系和偶遇服务关系三种关系类型对服务失败后顾客反应的影响。研究显示,在遭遇服务失败后三种关系类型的反应差异明显,具有真正服务关系的顾客在服务失败后比其它两类关系类型的顾客具有更高的顾客满意度、更少的负面口碑以及更高的重购倾向,而虚假关系的顾客比偶遇关系的顾客又表现出较高的满意度、较少的负面口碑以及较高的重购倾向。所以关系能够提供防御性服务补救作用,而且相对于其它补救策略更显得未雨绸缪。

The Impact of Relationship Type on Customer Responses to Service Failure

This article discusses the impact of three relationship types; i.e. true service relationship, pseudo relationship, and service encounter, on customer responses to service failure. The result in- dicates that there is distinct difference among the three relationship types following service failure. Customers having true relationship are more satisfied and less negative word-of mouth and higher re- patronage intensions than other two relationship types do, whereas those having pseudo-relationship are more satisfied and less negative word-of mouth and higher re-patronage intensions than those having service encounter do. So relationship can provide defensive recovery benefit. Moreover, relationship can also help take precaution mea- sures in preventing service failures as compared to other recovery strategies.