服务补救措施的长期效果研究

Long-term Impacts of Service Recovery

过程改进、补偿措施、道歉措施、沟通措施是4种主要的服务补救措施。利用企业服务补救的真实数据,建立向量自回归多元时间序列模型(VAR),估计出4种常用服务补救措施的影响持续时长和长期影响大小,揭示服务补救措施的动态效果。分析结果显示,过程改进的影响持续时长最长,长期影响最大;道歉措施的影响持续时长最短,长期影响最小;补偿措施和沟通措施的影响持续时长都大于道歉措施,且长期影响居中。

Literatures about service recovery have identified four important service recovery strategies,which are so called process recovery： compensation,apology,and communication.The existing literatures only applied survey or experimental method to compare short-term effect size of service recovery strategies.Because of the limitation of these methods,the long-term effect of the strategies has not been covered.Thus,our understanding of these strategies is not comprehensive enough.To reinforce our understanding,this paper analyzed the impact duration and impact effect size of these service recovery strategies by developing Vector Autoregressive model with real dataset about service recovery.This paper point out that： 1） the impact duration of process recovery is the longest and its impact effect size is the largest;2） the impact duration of apology is short and its impact effect size is the smallest;3） the impact duration of compensation and communication is longer than apology and both of their impact effect sizes are moderate.