基于顾客满意的服务补救策略研究

The Research of Service Recovery Strategies in Terms of Customer Satisfaction

服务产品的主要特征包括无形性、差异性、不可分性、易逝性等方面,其评价有相当的主观性,因而服务质量往往在不同时间和地点、在不同员工间呈现出不稳定性,使得服务失误不可避免。当服务失误不可避免时,有效的服务补救会对顾客满意度、顾客忠诚度、口头传播影响及最低绩效产生重大影响。本文探析服务企业服务补救策略的实现路径,通过心理补偿和实物补偿,实现组织外的顾客忠诚和组织内的员工忠诚,重获顾客满意,塑造品牌声誉。

Service products have the characteristics of intangibility,inseparability,differences,and perishable.Service quality evaluations are subjective,which determines the quality of service instability between different time and different staff,making the service failure inevitable.Effective service recovery could make a significant impact on customer satisfaction and loyalty,oral communication and minimum performance.This article discusses the service recovery strategy in service enterprises form two aspects,psychological compensation and physical compensation.The research will help to regain customer satisfaction,build brand reputation and achieve customer loyalty within the organization and employee loyalty outside the organization.