关系品质对服务补救效果的调节作用

在关于服务补救的文献中,许多研究过于强调服务补救属性本身对补救后顾客态度和行为意向的影响。其实,它们不仅仅取决于类似于特定服务补救属性的感觉要素,还取决于类似于关系品质这样的知觉要素。为了揭示知觉要素对服务补救效果的重要性,本文以关系品质作为调节变量来考察它对服务补救过程中顾客的态度标识参数和行为意向的影响,发现关系品质对于服务补救效果确实存在着积极的调节作用,并根据这一发现提出了相应的营销建议。最后,文章给出了本研究的局限和未来的研究方向。

The Moderating Role of Relationship Quality on Service Recovery Performance

Many literatures on service recovery have simplistically focused on the influence of service recovery attributes to post-com- plaint attitudes and behavior intentions. However, they are dependent not only on recovery attributes but cognitive component as well, like relationship quality between customer and specific service organiza- tion. To demonstrate the importance of cognitive component to post- complaint attitudes and behavior intentions, this article takes rela- tionship quality as a modulate variable to find that it will impose a partial role to effective results from recovery attributes, that is, post- complaint customer attitudes and behavior intention. According to the findings, the authors were able to give some helpful suggestions to marketing. In the end, Some limitations about this research and orientations about the sequent exploration were mentioned.