论酒店服务失误与补救:顾客对公平原则的看法

Investigating Chinese Consumers’ Perceived Justice in Hotel Service Failure and Recovery

由于服务的特殊属性和服务传送过程的复杂性,酒店服务失误不可避免,且发生频率很高。因此服务补救是酒店确保顾客满意度的重要策略之一。把西方学者Tax等人和Blodgett等人提出的公平原则和西方服务业研究人员的发现运用到酒店服务失误和服务补救中,探索了中国消费者对酒店服务失误补救的看法。研究结果显示中国消费者认为适当的补偿是公平的;同时他们非常注重过程公平性,却对程序公平性的认知模糊。

Hotel service failure occurs frequently due to the nature of service and the complex delivery process; thus managing service recovery becomes one of the important strategies to ensure customer satisfaction. This study adopts the justice framework and findings from western scholars and investigats the justice perceptions of Chinese consumers in service recovery. Overall, the results suggest that Chinese consumers feel compensations are fair treatments. Moreover, interactional justice is Chinese custom- ers＇ primary concern. However, lack of procedural justice would not induce much customer dissatisfaction.