服务失败归因及严重性对感知公平和顾客二次满意的影响研究

【作者】 刘颖；

【导师】 李东贤；

【作者基本信息】 中国人民大学 ， 市场营销管理， 2008， 硕士

【摘要】 服务业的激烈竞争使得如何令顾客满意以维持服务企业和其之间的关系变得异常重要。然而,服务的特点使得服务失败率远远大于有形产品。在这样的背景之下,如何在服务失败后进行有效的服务补救以达到顾客的再度满意成为了理论界和企业营销实践关注的焦点。以往的国内外学者,就服务失败属性、服务补救属性、顾客二次满意和补救后行为进行了广泛的研究。前人研究的重要成果之一就是将感知公平引入了服务补救的理论之中,认为顾客对服务补救的感知公平会对顾客二次满意产生重要的影响。然而,感知公平不是独立地影响顾客二次满意,它还会受到很多其他因素的影响。现有学者关于这方面的研究,主要集中在将服务失败属性或归因作为感知公平和顾客二次满意的调节变量或中间变量。但是,很少有学者研究服务失败属性或归因对于感知公平的影响,也没有将服务失败和归因结合起来,综合考虑它们对于顾客二次满意的影响。因此本论文主要研究服务失败严重性、服务失败归因这两个因素如何对顾客感知公平产生影响,以及对于顾客二次满意的直接影响作用,以完善服务失败后补救与顾客二次满意之间关系的理论研究。同时通过测量关键影响因素,来指导企业如何进行有针对性的服务补救,提高服务补救的有效性和经济性。经过对以往理论的回顾和分析,论文建立了假设模型和测量量表。选定餐饮业为研究的行业,利用情景模拟实验的方法,进行问卷调查。对有效数据的分析结果显示,测量量表具有较好的信度和效度,涵盖并反映了本文所要考察的内容。通过LISREL8.70统计分析软件,利用结构方程模型对所建立的模型进行拟合检验。通过对假设模型的拟合研究,验证了服务失败严重性和服务失败位置性归因对于感知公平和顾客二次满意的消极影响,同时证明服务失败可控性归因对顾客二次满意没有显著影响。研究还发现,服务失败的严重性对于感知公平和顾客二次满意的影响要远远高于服务失败位置性归因对于上述二者的影响。另外,服务失败的严重性和位置性归因对于程序公平的影响,要远远大于对其他两个感知公平维度的影响;而程序公平对于顾客二次满意的影响,也要远远高于分配公平和互动公平对于顾客二次满意的影响。论文将服务失败归因和严重性放入一个模型之中综合考虑,研究服务归因和严重性对于感知公平及顾客二次满意的影响,并对其影响的大小和重要性进行实证性的研究。这一研究结果对于理解服务失败严重性和归因与感知公平和顾客二次满意的关系,完善整个研究模型,拓展服务补救的理论研究,都具有一定的意义。同时,论文对企业营销实践也具有一定的指导意义。论文以餐饮业为例,通过证明服务失败归因以及服务失败严重性对于顾客感知公平的影响,来全面地分析顾客二次满意的影响因素。使企业了解到除了在服务补救本身的属性方面要做到积极地影响顾客感知公平进而提高顾客二次满意外,还要从服务失败的属性和顾客对服务失败的归因这两个角度来入手,做到因地制宜地采取补救措施,提高服务补救的有效性和经济性。具体的来讲:第一,严重性服务失败发生时,要将注意力放在如何解决问题而不是探究失败发生的原因。否则,即使问题确实是由顾客自身造成的,但由于企业没有及时的补救,顾客也会感到非常的不满。第二,在进行服务补救时,企业处理服务失败的程序要比最后的补偿结果和态度更为重要。如果当企业的服务失败是由企业自身或是由第三方造成的,或者说不是顾客自身造成的,那么企业应该将更多的精力放在如何制定公正的管理政策,如何增强处理问题的灵活性,如何提高处理问题的有效性上,而不是单纯地给予补偿或是热情道歉。否则,企业只会投入更多的资金成本和人力,但是却没有收到良好的效果。第三,企业要使顾客满意,应该要让顾客在整个服务过程中感受到公平,以降低服务失败对顾客所造成的影响,从而提升服务补救的整体绩效。第四,企业要给予消费者弹性、适当且满意的补偿。企业应该基于每一次服务补救的经验,建立一套弹性的失败处理机制,以应付各种失误的发生。第五,当服务失败发生后,企业应告知消费者失误发生的原因与状况。否则,轻者让消费者再次等待,导致消费者对企业的不信任与失望;重者则让消费者感到第二次服务失败,导致消费者二次不满与愤怒,甚至远离企业。第六,企业应重视整个服务递送系统的改善。服务失败对企业影响重大,但同时也给企业提供了改进内部服务递送系统,与消费者建立长期良好关系的机会。这对于企业降低服务补救成本、提高补救有效性,有着积极的作用。更多还原

【Abstract】 The problem of how to satisfy customers so as to keep the relationship with them becomes increasingly important due to the fierce competition in service industry. However, the failure rate of service is much larger than that of physical products due to the features of service. In view of this, how to provide effective service recovery to achieve consumer satisfaction after service failure becomes theoretically and practically significant.The previous scholars conducted a lot of research related to service failure attribute, service recovery attribute, consumer satisfaction after service failure and post-recovery behavior. One important achievement of the previous research was to put perceived justice theory into the study of service recovery, and they believed that the perceived justice has great impact on consumer satisfaction. While, the perceived justice doesn’t influence consumer satisfaction independently, it is affected by many other factors, too. The current study in this field mainly focuses on placing service failure attribution or severity as the mediate variable between perceived justice and consumer satisfaction. They seldom study the impact of failure attribution and severity on perceived justice, and don’t put them in one model to consider the comprehensive impact on consumer satisfaction, either. In view of this, the thesis mainly researches how failure attribution and severity influence perceived justice and consumer satisfaction so as to enhance the theoretical study of service recovery. In addition, the thesis provides some advices to service companies on how to improve the recovery efficiency by measuring key affective factors.The thesis builds hypothesis model and measure scale on the basis of literature review. It chooses restaurant industry and uses role play method to conduct questionnaire survey. The result of data analysis shows that the measure scale has good reliability and validity, covering what the author aims to detect. The thesis avails of structure equation model to test the hypothesis model. The result shows that service failure severity and locus attribution have negative impact on perceived justice and consumer satisfaction, but the controllability attribution doesn’t have obvious impact on consumer satisfaction. What’s more, the impact of severity on perceived justice and consumer satisfaction is much larger than that of locus attribution. In addition, the impact of severity and locus attribution on procedural justice is much larger than on the other two dimensions of perceived justice, and the impact of procedural justice on consumer satisfaction is much larger than that of the other two dimensions’, too.The thesis puts service failure attribution and severity in one model to conduct the research, and measures their impact on perceived justice and consumer satisfaction respectively. The research achievement is meaningful to further understand the relationship between failure severity, attribution, perceived justice and consumer satisfaction, and is helpful to enhance the entire research model and expand the theory research in the field of service recovery, as well.In the meantime, the essay can provide some advice on service companies. That is, in order to improve consumer satisfaction after service failure, service companies have not only to enhance the recovery attribute itself, but to take effective measures in the perspective of service failure attribution and severity. Specifically speaking, firstly, service companies have to pay attention to solve the problem rather than find the reasons of service failure when the failure is serious. Secondly, service companies have to put more emphasis on procedural justice rather than compensation and attitude. Thirdly, the overall service process has to be fair, so that consumers can feel impartially treated and are satisfied to the recovery. Fourthly, service companies should give consumers flexible and appropriate compensation when service failure occurs. Fifthly, consumers must be informed when service failure happens, and service companies must make relevant explanation about the reason. Finally, the overall service system has to be improved to reduce the occurrence of service failure. All these suggestions are important for reducing recovery cost and improving recovery efficiency.更多还原