服务不好,试试接种“投诉疫苗”——基于投诉者异质性的预防性服务补救

Service Is Not Good,Try to Be Vaccinated against Complaints--Study on Preventive Service Recovery Based on Complainant Heterogeneity

服务失误在所难免,而企业现有的服务补救主要专注于服务失误发生后的亡羊补牢。本研究以预防接种理论和评价趋势理论为依据,采用实验法详细探讨了预防性服务补救对服务失误时顾客投诉意向的影响。研究表明:(1)预防性服务补救,即在服务前主动提供可能的负面信息,对降低服务失误时顾客投诉意向具有显著作用;(2)期望价值在预防性服务补救对顾客投诉意向影响中具有中介作用;(3)预防性服务补救的有效性在不同顾客之间存在明显差异:对于包容型顾客,包含象征性信息和物质性信息的预防性服务补救均会显著降低其投诉意向;对于计较型顾客,只有包含物质性信息的预防性服务补救才会显著降低其投诉意向。本研究有助于拓展服务补救领域的研究视野,并对提高企业服务补救策略有效性具有一定价值。

Service failures are inevitable,and the existing service remediation of the enterprise mainly focuses on the remedy after the service failure. Based on the theory of vaccination and the theory of evaluation trend,this study explores the effect of preventive service remedy on customer complaint intention in service failure.( 1) Preventive service remediation is to provide the necessary negative information before the service to reduce service failure when the customer has a significant effect on the intention of complaints;( 2) Expectation value has a mediating role in the effect of preventive service remedy on customer complaint intention;( 3) The effectiveness of preventive service remedies varies significantly among different customers for inclusive customers,preventive service remedies that contain symbolic information and material information significantly reduce their complaint intent;for specified customers,only substances that contain substances preventive service remediation of sexual information will significantly reduce the intention to complain. This study will help develop the view in the field of service recovery,and has a certain value in improving the effectiveness of corporate service remediation strategy.