摘要
本文认为,服务失败会给顾客造成实际问题和情感问题两方面的影响,同样,服务补救措施不仅会影响顾客的认知,而且直接影响着顾客的情绪。道歉措施能增强顾客的积极情绪,减弱顾客的外在归因消极情绪;而辩解措施加剧了顾客的外在归因消极情绪,降低了顾客的积极情绪;心理补救+有形补救的措施,无论在顾客满意上还是顾客情绪改善上,都是最佳的补救措施。
Service Recovery has impact on customers＇ cognition and emotion. The research contrasts the different effects of the different service recovery in the perspective of customer emotion. Apology of service providers can decrease the customer externally attributed negative affect and therefore increase their positive affect; while excuse of service providers can increase the customer externally attributed negative affect and therefore decrease their positive affect. In term of customer emotion＇s improving and customer satisfaction, the effect of psychological and physical recovery is much better than the effect of either of them.
出处
《中国流通经济》
CSSCI
北大核心
2008年第9期56-59,共4页
China Business and Market
关键词
服务补救
顾客情绪
服务失败
顾客满意
service recovery
customers＇ emotion
service failure
customer satisfaction
