服务补救情境下星级酒店顾客重购意愿分析

On the Customer Repurchase Intention of the Service Recovery in Star Rated Hotel

以延边州5家星级酒店为例,展开问卷调查,运用SPSS18.0统计分析软件,探讨服务失败、服务补救、顾客满意度和顾客重购意愿之间的影响关系。研究结果表明,服务失败对顾客满意度和顾客重购意愿具有显著的负向影响;服务补救对顾客满意度和顾客重购意愿都有显著的正向影响;同时,顾客满意度对顾客重购意愿有着显著的正向影响,表明服务补救越及时得当,顾客满意度越高、顾客重购意愿越强烈。因此,星级酒店管理者和一线服务员工应该减少服务失败发生几率,积极应对服务失败并根据不同的服务失败实施有效的服务补救措施,确保补救效果。

The relationship between service failure,service recovery,customer satisfaction and customer repurchase intention was explored by using the SPSS18.0 statistical analysis software.The results show that service failure has a significant negative impact on customer satisfaction and customer repurchase inten-tion;service recovery has a significant positive impact on customer satisfaction and customer repurchase intention.Meanwhile,customer satisfaction has a significant positive impact on customer repurchase intention,which indicates that the more timely service recovery is,the higher customer satisfaction is,the stronger customer repurchase intention is.Therefore,star hotel managers and front-line service staffs should reduce the probability of service failure,actively respond to service failure and implement effective service recovery measures according to different service failures,so as to ensure remediation effect.