服务补救后的顾客满意及其对品牌忠诚的影响

Customer Satisfaction after Service Recovery and Its Impact on Brand Loyalty

随着市场竞争的加剧,服务补救、顾客满意和品牌忠诚都受到企业的广泛关注,逐渐成为营销学研究中不可缺少的一部分。由于服务失误在所难免,补救作用更加重要,尤其是对于那些希望通过维护顾客与品牌关系来提升业绩的服务企业来说,迫切地需要了解顾客在经历服务补救后不同的反应对品牌关系的影响作用。顾客之所以忠诚于某一品牌,是由于顾客能从与该品牌的不断联系中获得更大的价值,并感觉到满意,只有满意的顾客才能成为真正的品牌忠诚者。因此,服务补救、顾客满意对品牌忠诚的影响就显得更为重要。而本文的研究就是从对文献的整理上寻找服务补救、顾客满意、品牌忠诚的内涵及其相互关系。

With the intensification of market competition, service recovery, customer satisfaction and brand loyalty have been widely concerned by enterprises and become an indispensable part of marketing research. Because the service failure can hardly be avoided, remedial effect is more important, especially for those who wish to maintain service enterprises through the relationship between customer and brand to improve the performance. They have an urgent need to understand the effect of brand relationship in different customer response experience after service recovery. The reason why the customer is loyal to a brand is that the customer can get more value from the continuous connection with the brand and feel satisfied. Only a satisfactory customer can become a true brand loyalty. Therefore, the effect of service remedies and customer satisfaction on brand loyalty is more important. The research of this paper is to find the connotation and relationship of service remedies, customer satisfaction and brand loyalty.