浅谈烟草商业企业服务补救体系建设

On Service Recovery System Construction for Tobacco Commercial Enterprise

服务补救(Service Recovery)是服务人员对服务过程中的缺陷及失误所做出的反应和行动。服务补救作为营销理论的一种新概念,已被越来越多的服务领域所重视。由于服务本身的一些不可控性,很难使得所有的零售客户都满意。本文试图通过回顾前人对服务补救的相关研究,为这一概念在烟草商业企业当前实践中的应用提供参考,全面展示服务补救因素及其与客户满意之间的关系。烟草商业企业如何进行有效的服务补救就成为研究的焦点。

Service Recovery refers the service personnel makes reaction and actions to the flaws and mistakes in the service process. As a new concept of marketing theory, Service Recovery has been gotten the attention by more and more areas. Because the service itself is not controllable, it is difficult to make all retail customers be satisfied. This paper attempts to review previous research on Service Recovery, so as to provide a reference for the application of this concept in the current practices of the tobacco business enterprises, comprehensively display the relationship between Service Recovery factors and. customer satisfaction. How to conduct effective service recovery for the tobacco commercial enterprises becomes the focus of the study.