智能客服服务失败的补救策略研究

Research on Remediation Strategies of Intelligent Customer’s Service Failure

在智能技术为客服业务带来便捷、高效的同时,不成熟性也为企业增添了系统性服务失败的困扰。研究基于智能客服服务失败情情景,探索激发顾客宽恕的补救策略。实验结果发现:第一,相较于置之不理策略与直接否定策略,积极回应策略对顾客宽恕意愿有较强的正向影响。第二,顾客移情在补救策略对顾客宽恕意愿的影响中发挥中介作用。第三,智能客服与顾客的拟人化关系会调节补救策略对顾客移情的影响,相较于疏远关系,紧密关系更有助于补救策略唤起顾客移情。本研究结论对企业设计智能客服服务失败补救策略提供了战略启示。

While intelligent technology brings convenience and efficiency to customer service business,the immaturity of intelligent technology also increases the trouble of systematic service failure for enterprises.Based on the situation of intelligent customer service failure,the study explored the remediation strategies that could motivate customer forgiveness.The results show that:firstly,compared with the reticence strategy and the denial strategy,the response strategy shows a strong positive effect on the willingness to forgive;secondly,customer empathy plays mediation effect between the recovery strategy and customer forgiveness intention;thirdly,the anthropomorphic relationship between intelligent customer service and customer moderates the effect of the recovery strategy on customer empathy:the close relationship is more conducive to the remedy strategy to arouse customer empathy than the distant relationship.The conclusion of this study provides strategic enlightenment for enterprises to design remediation strategies of intelligent customer service failure.