【作者】 唐小飞； 钟帅； 贾建民；

【Author】 Tang Xiaofei,Zhong Shuai,Jia jianmin

【机构】 西南财经大学工商管理学院； 西南交通大学经济管理学院； 香港中文大学；

【摘要】 当前,"即时补救"也已成为顾客抱怨处理最重要的方法之一,甚至被企业作为客户关系管理实践的通用模式。然而,通过大量的消费者信息反馈和企业实践发现,部分企业在经历即时补救失败后,放弃对抱怨顾客的管理,造成一定规模的顾客流失,主要问题是"即时补救"时机选择不当。因此,本文首次在服务补救领域提出了"延迟补救"的概念,并将其引入研究,构建了"补救时机和补救策略"二维决策矩阵对抱怨顾客公平感知影响的理论模型。研究主要采用模拟情景实验法,研究结果表明,补救时机与补救策略的不同组合导致了抱怨顾客在公平感知评价和补救绩效评价方面存在显著差异。更多还原

【Abstract】 Currently,"immediate recovery" has become one of the most important way for customer complaints handling and is even taken by the firms as the general pattern for customer relationship management practice.However,through massive consumer information feedback and enterprise practice,it was found that after experiencing failure of"immediate recovery ",some enterprises gave up the management of customer complaints,which resulted in the loss of a certain size of customers.The main problem is the inappropriate timing for "immediate recovering".Therefore,this paper first proposed in the field of service recovery "delay recovery" concept and introduced it into marketing research,and constructed theoretical model of "recovery timing and recovery strategies" two-dimensional decision matrix influence on fairness perception of complaint customers.The research mainly used the method of simulation circumstances experiment.The results show that the different combinations of "recovery timing and recovery strategies led to significant differences in fairness perception and recovery performance evaluation of complaint customers.更多还原