服务补救质量与消费者满意度的关系研究——基于动态服务补救期望的实证分析

On Service Recovery Quality and Consumer Satisfaction: An Empirical Research Based on the Service Recovery Expectation

长期以来,有关服务补救期望的理论研究多聚焦于结构的划分,却忽视了服务补救期望的动态发展。以网购中的高质量服务补救为背景,通过情景模拟和对照实验,分析了顾客服务补救期望的动态变化及对顾客满意水平的影响。研究表明:短期内,高水平服务补救对顾客满意起到修复作用,同时会提升顾客的理想补救期望;从长远看,上升的服务补救期望会削弱高质量补救对顾客满意水平的修复效果。企业应整合服务补救策略,物质补偿与精神补偿结合,补偿结果与补偿过程并重,同时管理顾客期望。

Research on Dynamic of Service Recovery Expectation has been overlooked for a long time since most literatures arekeeping focusing on its other aspects. This paper,choosing the high-quality recovery in the realm of online shopping as the research context,analyzes both the dynamics of customers’ Service Recovery Expectation after high-quality recovery and the results of customers’ final satisfaction. The study shows: in a short term,a high-quality recovery does help mend customer assessment effectively. Meanwhile,the experience of "GOOD"recovery will give a boost to customers’ Service Recovery Expectation,especially the Ideal Expectation,which in turn can undoubtedly weaken the mending effects of high-quality recovery in the long run. Therefore,the service providers should integrate their recovery tactics to assure the combination of material recovery and mental recovery and the results and process as well. Besides,managing customers’ recovery expectation is another choice.