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.
近年来,国际学术界对服务质量期望的研究成果较多,在对服务失误和服务补救的研究方面,Singh and Widing [25] 提出了一个基于期望差距理论的顾客抱怨反应评价的理论模型,对于经历了服务失误的顾客,如果对此次发生的服务失误有着先前类似的经历,那么在发生服务失误后,由于前例的影响,他们对于企业的服务补救则有种预期。这种预期受到感知服务质量和顾客对企业认知度的影响,随其经验水平的变化而变化。对于服务质量更高的企业和顾客认知度更高的企业,顾客期望的服务补救水平一般也较高。当顾客期望水平和实际感知补救水平出现偏差时,期望差距就会产生,进而影响服务补救的顾客满意度。因此,服务企业不仅仅是重视补救的结果,更要重视补救执行过程中的一些细节,而这点在实际当中往往被忽略。对于不同类型的服务失误,顾客总会去衡量自己的损失,以及需要多大的利得才能弥补这种损失。当正向差距(实际感知高于补救期望)越大时表明服务补救的顾客满意度越高。
申慧芹. 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[J]. 社会科学前沿, 2018, 07(04): 372-379. https://doi.org/10.12677/ASS.2018.74059
参考文献ReferencesHart, C.W.L., Heskett, J.L. and Sasser, W. (1990) The Profitable Art of Service Recovery. Harvard Business Review, 68, 148-156.Gronroos. (1988) Service Quality: The Six Criteria of Good Perceived Service Quality. Review of Business, 9, 10-13.Tax, S.S. and Brown, S.W. (1998) Recovering from and Learning from Service Failure. Management Review, 40, 75-88.Gronroos, C. (2006) Adopting a Service Logic for Marketing. Marketing Theory, 6, 317-333.
<br>https://doi.org/10.1177/1470593106066794Bell, C.R. and Zemke, R. (1987) Service Breakdown: The Road to Recovery. Management Review, 76, 32-35.Bitner, M.J., Booms, B.H. and Tetreault, M.S. (2003) The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 67, 71-84.Bell, C.R. and Ridge, K. (2003) Service Recovery for Trainers. Training and Development, 46, 58-63.Hoffman, K.D. (1995) Tracking Service Failures and Employee Recovery Efforts. Journal of Services Marketing, 9, 49-61. <br>https://doi.org/10.1108/08876049510086017Boshoff, C. (1997) An Experimental Study of Service Recovery Options. International Journal of Service Industry Management, 8, 20-73. <br>https://doi.org/10.1108/09564239710166245Boshoff, C. and Leong, J. (1998) Empowerment, Attribution and Apologizing as Dimensions of Service Recovery: An Experimental Study. International Journal of Service Industry Management, 9, 24-47.
<br>https://doi.org/10.1108/09564239810199932Boshoff, C. (1999) An Instrument to Measure Satisfaction with Transaction-Specific Service Recovery. Journal of Service Research, 1, 236-249. <br>https://doi.org/10.1177/109467059913005Smith, A.K., Bolton, R.N. and Wagner, J.A. (1999) Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery. Journal of Marketing Research, 36, 356-372. <br>https://doi.org/10.2307/3152082Mccole, P. (2003) Towards a Re-Conceptualisation of Service Failure and Service Recovery: A Consumer Business Perspective. Irish Journal of Management, 24, 11-19.Boshoff, C. and Staude, G. (2003) Satisfaction with Service Recovery: Its Measurement and Its Outcomes. South African Journal of Business Management, 34, 9-18.Kotler. (2000) Marketing Management. 10th Edition, Prentice-Hall, New Jersey, 36-37.Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1995) Consumer Behavior. 8th Edition, Dryden Press, Fort Worth, 25-34.Oliver, R.L. (1999) When Consumer Loyalty. Journal of Marketing, 63, 33-44. <br>https://doi.org/10.2307/1252099Gremler, D.D. and Brown, S.W. (1996) Service Loyalty: Its Nature, Importance and Implications. In: Edvardsson, B., Brown, S.W., Johnston, R. and Scheuing, E.E., Eds., Proceedings American Marketing Association, St. John’s University, International Service Quality Association, New York, 171-180.宋亦平, 王晓艳. 服务失误归因对服务补救效果的影响[J]. 南开管理评论, 2005, 8(4): 12-17.Bitner, M.J. (1990) Evaluating Service Encounters: The Effect of Physical Surroundings and Employee Responses. Journal of Marketing, 54, 69-82. <br>https://doi.org/10.2307/1251871阎俊, 胡少龙, 常亚平. 基于公平视角的网络环境下服务补救对顾客忠诚的作用机理研究[J]. 管理学报, 2013, 10(10): 1512-1519.何其帼, 徐阳华. 服务企业的失误补救策略: 基于医疗行业顾客公平感知视角[J]. 经济管理, 2008, 30(7): 65-70.杨学成, 郭国庆, 汪晓凡. 服务补救可控特征对顾客口碑传播意向的影响[J]. 管理评论, 2009, 21(7): 56-64.Hocutt, M.A., Bowers, M.R. and Donavan, D.T. (2006) The Art of Service Recovery: Fact or Fiction. Journal of Services Marketing, 20, 199-207. <br>https://doi.org/10.1108/08876040610665652Singh, J. and Widing, II, R.E. (1991) What Occurs Once Consumers Complain? A Theoretical Model of Understanding Satisfaction/Dissatisfaction Outcomes of Complaint Responses. European Journal of Marketing, 25, 30-46.
<br>https://doi.org/10.1108/03090569110140489Conlon, C.E. and Murray, N.M. (1996) Customer Perceptions of Corporate Responses to Product Complaints: The Role of Explanations. Academy of Management Journal, 39, 1040-1056. <br>https://doi.org/10.2307/256723Jones, T.O. and Sasser, W.E.J. (1995) Why Satisfied Customers Defect? Harvard Business Review, 9, 88-99.Bloemer, J. and Ruyter, K. (1997) On the Relationship between Store Image, Store Satisfaction and Store Loyalty. European Journal of Marketing, 32, 499-513. <br>https://doi.org/10.1108/03090569810216118Bolton, R.N. and Katherine, N. (1999) Lemon. A Dynamic Model of Customers’ Usage of Services: Usage as an Antecedent and Consequence of Satisfaction. Journal of Marketing Research, 36, 171-186.
<br>https://doi.org/10.2307/3152091Anderson, E.W. and Sullivan, M.W. (1993) The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12, 125-143. <br>https://doi.org/10.1287/mksc.12.2.125