基于关键事件法的服务失败原因及补救战略效果定性分析

Study on Service Failure Reasons and Effects of Recovery Strategy Using Critical Incident Technique

利用关键事件定性分析法对餐饮服务业的服务失败和补救战略进行了实证研究。结果发现员工没有礼貌的行为和漠不关心的态度是导致服务失败的最主要原因,员工和管理人员有诚意的解释和说明、负责任的态度、真诚的道歉等无形的精神方面的服务补救能更有效地提高服务补救成功率和顾客满意度。在餐饮服务企业中,企业实际提供的失败补救措施与顾客的期待尚有很大差异,服务性企业管理者应重视对一线服务人员的教育和培训,加强对服务提供系统、库存系统等方面的管理,通过灵活运用无形的情感补偿战略来消除顾客不满,重建顾客对企业的信任。

This study uses critical incident technique to examine how the service failure and recovery affect customer satisfaction and word-of-the-mouth. The results show that the unfriendly attitude and behavior of the employee is the main reason of service failure, and the recovery efforts of the company such as compensation, response speed, apology and explanation have most important effect on customer satisfaction and word-nf-themouth. The results have implications for service managers. In order to recover service failures effectively, they should train employees how to contact with customer and develop an effective programs for managing service delivery system. Also, they should exert invisible recovery strategies such as compensation and apology to build customer＇s trust.