顾客调整导向、补偿方式和补救后满意度研究

Investigating Interaction Effects of Customers' Regulatory Fit and Compensation Manners on Post-Recovery Satisfaction

本文提出服务失败补偿方式应和顾客调整导向相匹配的观点,运用情境问卷调查,验证顾客自我调整导向这一心理特征与补偿方式的交互作用对补救后满意度的影响,特别考察该机制与感知公平对补救后满意影响之间的关系。研究发现:对于趋利导向的顾客,"多获利型"的补偿方式效果更好;对于避害导向的顾客,"少损失型"的补偿方式获得的顾客满意度更高。顾客自我调整导向匹配不影响补救过程中的分配公平,感知公平机制无法解释自我调整导向匹配产生的作用,自我调整导向匹配是企业除了感知公平之外为了更好地管理服务补救需要关注的因素。

This paper proposes that service recovery compensation should mach customers＇ psychological heterogeneity by differentiating their self-regulatory orientations.Customers are differentiated as promotion vs.prevention focused based on their psychological self-regulatory systems.Airline service scenario is applied and a scenario-based survey is conducted to test the theory.The results show that promotion-focused customers will be more satisfied after compensation efforts perceived as ＂gaining benefits＂ than prevention-focused customers;while prevention-focuse customers evaluate ＂avoiding losses＂ compensation such as ＂refund＂ better than promotion-focused customers.These effects are independent with influences of distributive justice.