快递服务失误补救对顾客再购买意愿影响研究

Research on Effect of Express Service Recovery on Customers Repurchase Intention When Facing Express Service Failure

将服务补救从效果与主动性两个维度进行细分,探究其对快递使用者再购买意愿的具体影响。研究结果表明,快递补救会对使用者再购买意愿产生显著作用,补救效果越令人满意,其再购买意愿回升的程度越高;令人满意的补救甚至会使使用者再购买意愿回升至与失误前无明显差异的水平。与补救效果相比,补救主动性对快递使用者再购买意愿影响微小。

Taking considerate the effect and initiative of service recovery,this paper studies influence of the two factors to the repurchase intention of express customers.The result shows that express service recovery has a significant effect on customers repurchase intention,the more satisfying recovery effect,the higher recovery of their repurchase intentions.The repurchase intention of the customers getting satisfied recovery even has no significant difference with the repurchase intention of customers who have never encountered service failure.Compared with the effect of recovery,the influence of recovery’s initiative on customers repurchase intention is very small.