一线员工对顾客不当行为反应策略的探索性研究

An Exploratory Study on Frontline Employees’ Response Strategies to Customer Misbehavior

以212个关键事件为研究对象,采用关键事件法分析一线员工对顾客不当行为的反应策略及效果。研究结果表明,一线员工对顾客不当行为的反应策略可主要分为六种类型:制止、沉默、解释、道歉、争吵和求助。当顾客不当行为作用对象为非一线员工(同属顾客、商品和环境)时,一线员工制止比沉默更能提升同属顾客对服务质量的评价、正向口碑传播和忠诚。当顾客不当行为作用对象为一线员工时,尽管一线员工解释发生频率最高,但一线员工道歉时同属顾客感知服务质量最高;一线员工求助时同属顾客正向口碑传播和忠诚度最高。

The frontline employees'response strategies and their effects on customer misbehavior is analyzed by taking 212 incidents as the research object.The result shows that the response strategies of frontline employees to customer misbehavior fall into six categories:stopping,keeping silence,explaining,apologizing,quarreling and seeking help.When customer misbehavior is targeted at non-frontline employees(fellow customers,goods and environment),rather than keeping silence,stopping customer misbehavior of the frontline employees can better promote the evaluation of service quality,positive word of mouth and loyalty of the fellow customers.When customer misbehavior is targeted at front-line employees,fellow customers will perceive the highest quality of service when frontline employees apologize,though frontline employee explaining has the highest frequency.The highest positive word of mouth and loyalty exist when frontline employees seek help.