运用关键事件技术分析服务接触中顾客满意与不满的原因

Customer Satisfaction and Dissatisfaction in Service Encounter: An Exploratory Study by Using Critical Incident Technique

本文通过对银行、零售、餐饮3个行业共359个关键事件的分析发现,导致顾客满意的原因在不同的行业呈基本一致的模式,按事件发生比例依次为满足顾客提出的要求、主动关心顾客、在服务系统出现问题时一线员工作出恰当的反应。然而,导致顾客不满的原因在不同的行业存在较大的差异。

Using the critical incident technique,the au- thors collected 359 incidents from customers of hanks, retailers and restaurants.The incidents were categorized by utilizing BBT classification scheme,and the results revealed that a rough common pattern underlying cus- tomer satisfaction emerged across different service in- dustries.However,no similar pattern was found for customer dissatisfaction.