顾客满意度不确定性对服务质量评价的影响

Uncertainty effect of customer satisfaction on service quality evaluation

在以顾客为中心的时代,企业服务质量的评价直接依赖于顾客满意度的高低,而顾客满意度的评价结果往往是基于某种评价等级的一个分布.论文研究顾客满意度评价的不确定性对服务质量总体评价的影响,结果表明在服务质量的评价中存在着一种“反射现象”,即当服务质量总体水平处于满意的状态下,管理者追求的是保持和稳定,展现出对不确定性的厌恶;而当服务质量总体水平处于不满意的状态时,管理者力图改变和进步,展现出对不确定性的偏爱,而且,顾客满意度评价的负面结果要比同等程度的正面结果对服务质量总体评价的影响要大.这些现象在两项实证研究中获得了中高层管理人员的确认.作者进一步建立了一个在顾客满意度有不确定性情况下服务质量评价的模型.

For customer-centered firms, the evaluation of service quality should depend on customer satisfaction, which is typically described as a distribution in customer surveys due to the variation of service delivery and different customers. This paper investigates the uncertainty effect of customer satisfaction on the evaluation of service quality based on two surveys from managers. We find that there is a ＂reflection effect＂ in the evaluation of service quality. When service quality is in the positive domain of customer satisfaction, managers are averse to uncertainty and try to maintain consistency and stability in service delivery; but when service quality is in the negative domain, they prefer uncertainty and look for possibilities and opportunities for making a change. There is also an asymmetric impact of customer satisfaction and dissatisfaction on service quality, and managers basically show loss aversion in our survey data. We further propose a model that captures these empirical findings in the evaluation of service quality.