服务补救理论综述及战略意义探讨
Theoretical Introduction of Service Recovery and the Discussion of Its Strategical Significance

作者: 王增民 , 胡 伟 , 齐佳音 :北京邮电大学经济管理学院,北京;

关键词: 服务失败服务补救服务质量顾客满意战略意义 Service Failure Service Recovery Service Quality Customer Satisfaction Strategical Significance

摘要:

无论多么优秀的企业,服务失败都不可避免。当发生服务失败时,迅速有效的服务补救可以提升顾客满意度和忠诚度。为此,服务提供者应该进行预应性设计以降低可能的服务失败所带来的影响。本文基于对相关理论的研究,从战略角度去探讨服务补救在提升服务质量、完善服务系统、维持客户关系、实现长期利润等方面所起到的全局性和长期性的效应。

Abstract: No matter how excellent an enterprise is, service failure is inevitable. When the service failure occurs, a timely and effective service recovery can enhance customers’ satisfaction and loyalty. Therefore, to reduce the impact of the potential service failure, a proactive design should be carried out by the service provider. Based on the related theory researches, this paper discusses the overall and long-term effects of the service recovery from a strategic perspective on enhancing the service quality, improving the service system, maintaining the customer relations and achieving the long-term profit and so on.

文章引用: 王增民 , 胡 伟 , 齐佳音 (2013) 服务补救理论综述及战略意义探讨。 服务科学和管理, 2, 101-106. doi: 10.12677/SSEM.2013.24017

参考文献

[1] M. J. Binter, B. H. Booms and M. S. Tetreault. The service encounter: Diagnosing favourable and unfavorable incidents. Journal of Marketing, 1990, 54(1): 71-84.

[2] C. W. L. Hart, J. L. Heskett and W. E. J. Sasser. The profitable art of service recovery. Harvard Business Review, 1990, 68(4): 148-156.

[3] A. K. Smith, R. N. Bolton and J. Wagner. A model of customer satisfaction with service encounters involving failure and re- covery. Journal of Marketing Research, 1999, 36(8): 356-372.

[4] S. W. Brown, D. L. Cowles and T. L. Tuten. Service recovery: Its value and limitations as a retail strategy. International Journal of Service Industry Management, 1996,7(5): 32-46.

[5] S. S. Tax, S. W. Brown. Recovering and learning from service failure. Management Review, 1998, 40(1): 75-88.

[6] 韦祥福. 对服务补救若干问题的探讨[J]. 天津商学院学报, 2002, 22(1): 24-26.

[7] J. L. Miller, C. W. Craighead and K. R. Karwan. Service re- covery: A framework and empirical investigation. Journal of Operations Management, 2000, 18(4): 387-400.

[8] R Zemke, C. Bell. Service recovery: Doing it right the second time. Training, 1990, 127(6): 42-48.

[9] K. D. Hoffman, S. W. Kelly and H. M. Rotalsky. Tracking ser- vice failures and employee recovery efforts. Journal of Service Marketing, 1995, 9(2-3): 49-61.

[10] S. W. Kelly, K. D. Hoffman and M. A. Davis. A typology of retail failures and recoveries. Journal of Retailing, 1993, 69(4): 429-452.

[11] 张圣亮. 服务补救方式对消费者情绪和行为意向的影响[J].南开管理评论, 2011, 14(2): 37-43.

[12] A. K. Smith and R. N. Bolton. An experimental investigation of customer reactions to service failure and recovery encounter. Journal of Service Research, 1998, 1(1): 65-81.

[13] A. S. Mattila. The effectiveness of service recovery in a multi- industry setting. The Journal of Service Marketing, 2001, 15(7): 583-596.

[14] S. Wenu, S. E. Beatty and M. A. Jones. The impact of service failure severity on service recovery evaluations and post- recovery relationships. The Journal of Services Marketing, 2004, 18(2): 133-146.

[15] M. A. Hocutt, G. Chakraborty and J. C. Mowen. The impact of perceived justice on customer satisfaction and intention to complain in a service recovery. Advances in Consumer Research, 1997, 24(1): 457-463.

[16] D. Grewal, A. L. Roggeveen and M. Tsiros. The effect of com- pensation on repurchase intentions in service recovery. Journal of retailing, 2008, 84(4): 424-434.

[17] 宋亦平. 服务失误归因对服务补救效果的影响[J]. 南开管理评论, 2005, 8(4): 12-17.

[18] Yim, et al. Justice-based service recovery expectation: measure- ment and antecedents. Journal of Consumer Satisfaction, Dis- satisfaction and Complaining Behavior, 2003, 16: 36-52.

[19] D. Nikbin, H. Armesh, A. Heydari and M. Jalalkamali. The ef- fects of perceived justice in service recovery on firm reputation and repurchase intention in airline industry. African Journal of Business Management, 2011, 5(23): 9814-9822.

分享
Top