【作者】 张帆；

【导师】 景奉杰；

【作者基本信息】 武汉大学 ， 工商管理， 2004， 硕士

【摘要】 对于服务公司而言,重复性的顾客是公司重要的资产,而确保重复顾客最有效的方式就是在每一次服务时提供符合或超出顾客期望的产品或服务,然而再好的服务公司都无法避免服务失误的发生。Hart、Heskett and Sasser(1990)认为,企业于服务过程中,可能无法完全避免所有疏失;Boshoff(1997)也认为,在服务传递中,失误是无法完全预防的,即使有再好的高品质传递流程,也难保执行流程的第一线员工不会犯错。旅游业因主要商品为其所提供的旅游劳务,旅游专业人员提供本身的专业知识适时地为顾客服务,其产品有不可触摸性、可变性、无法储存性、不可分割性的特色。因此,在顾客多样性与服务多变性的情况下,旅游服务人员与顾客的接触过程中,服务失误的情形时有发生,旅游消费者抱怨在所难免,并且在服务失误后,顾客通常会产生消极的态度。 本研究使用叙述性统计、方差分析、相关分析、回归分析等统计分析方法,通过对服务失误、服务补救与抱怨处理后的满意度,消费者后续行为意图的关系,及抱怨处理满意度与消费者后续行为意图的关系进行研究,探讨能否通过服务补救方式提高抱怨处理后的满意度,从而影响消费者后续行为意图,达到降低旅游消费者抱怨,减少旅游纠纷的目的。本研究中旅游业服务失误的原因分为核心服务抱怨、服务态度抱怨和特殊需求抱怨;服务补救方式分为经济补偿、处理速度、服务态度;抱怨处理后的满意度分为对经济补偿的满意度、对服务态度的满意度、对处理速度的满意度处理速度及对旅行社的整体满意度;消费者后续行为意图分为重购意向和口碑。 本文共分为五章: 第一章介绍了本研究的动机、目的、对象、范围以及研究流程设计。 第二章回顾了与本研究相关的国内外文献,主要是关于服务失误、服务补救、满意度和消费者后续行为意图等概念相关的研究。 第三章是关于研究方法的陈述,包括研究架构的设计、研究假设的提出、变量的定义与测量和问卷的设计以及资料分析方法。 第四章是研究结果的分析。 第五章是研究结论的归纳和对旅游业的建议。 本研究结果发现: 1、服务补救会影响抱怨处理后的满意度和消费者后续行为意图。 2、抱怨处理后的满意度会影响消费者后续行为意图。更多还原

【Abstract】 As to service-company, the repeated customer is company’s important assets, and the most effective way to obtain repeat customer is to offer the product or the service according with or going beyond the customer’s expectation in each service. However, each service company is unable to avoid serve failure no matter how excellent it is. Hart, Heskett and Sasser (1990) think the enterprises may be unable to totally avoid all the carelessness in the serving course. Boshoff (1997) also thinks that the fault is unable to be totally prevented in the service transmitting; in spite of a high-quality transmitting procedure, we cannot ensure the workers at the production line who are carrying out the procedure will not make a mistake. Because the tourism mainly provides the labor service of travel, the professional personnel of the travel offer their own professional knowledge to serve customer in good time, and its product is touchable, changeable, unstorable, and inalienable, under the situation of the customer’s variety and the service’s changeableness, the case of service failure takes place occasionally in the course of contact between the travel attendant and the customer; as a result, the consumer’s complaint is unavoidable, and after the service failure the customer will usually have a passive attitude.This study focuses on the relation of service failure, service recovery, consumer satisfaction, and after-complaining behaviors, and the relation between consumer satisfaction and after-complaining behaviors. It discusses that whether service recovery can influence consumer’s after-complaining behaviors by improving consumer satisfaction to reach the purpose of reducing consumers’ complaint and travel dispute. Descriptive statistics, variance analysis, correlation analysis, and regression analysis were used in this study. The complaint about the tourism service failure is divided into kernel service complaint, service attitude complaint and special demand complaint; service recovery can be reflected by economic compensation, processing speeds, and service attitude; consumer satisfaction includes satisfaction to economic compensation, service attitude, processing speeds and the travel agency; consumer’s after-complaining behaviors include the intent to repurchase and the word-of-mouth.The thesis is consisted of five chapters:Chapter 1 introduces the motive, purpose, target, and range of the study and the design of the research procedure.Chapter 2 reviews the domestic and international referrence correlated with this research, mainly about such concepts as serve failure, service recovery, satisfaction, and consumer intent of sequent behavior.Chapter 3 presents the research approach, including design of the scheme, supposition of the study, definition and measurement of the variable, design of thequestionnaire and analysis method of the materials. Chapter 4 is the analysis of the result.Chapter 5 concludes the study result and gives some suggestion for tourism. The results can be summarized as follows:1. Service recovery will influence consumer satisfaction and consumer intent of sequent behavior.2. Consumer satisfaction will influence consumer intent of sequent behavior.更多还原