【作者】 梁威；

【导师】 景奉杰；

【作者基本信息】 武汉大学 ， 企业管理， 2004， 硕士

【摘要】 服务失误在服务行业是不可避免的，顾客遇到服务失误以后的流失率非常高，并且对企业不利的行为倾向如负面口碑，敌对行动等表现非常明显，因此企业进行及时的服务补救，挽留顾客，进而获得顾客满意和忠诚是非常有必要的。 本次研究是在以往文献回顾的基础上，建立相应研究构架。本文的研究目的是研究顾客服务质量、关系质量、顾客归因、顾客不满程度等对服务补救效果以及顾客行为倾向的影响程度。同时本研究还准备研究顾客抱怨倾向以及比较不同的补救措施的效果，即精神补救和物质补救的补救效果是否有明显差异。最后，本研究研究男性和女性顾客在行为倾向、归因、服务补救效果上是否具有明显差异。 经过抽样调查，本次研究获得了128份有效问卷，问卷回收率为88％。本次研究采用情境问卷设计，并且利用SPSS统计分析软件对数据进行分析，主要的分析方法包括相关分析、T检验、回归分析。重要的研究结论包括：第一，顾客向企业员工或管理层抱怨的比例非常低，顾客在遭遇服务失误后的流失率非常高；第二，综合服务补救后的满意程度与综合服务补救以后的顾客行为倾向变化显著相关；第三，归因和顾客不满、关系质量能够显著影响顾客遭遇服务失误后的行为倾向；第四，关系质量感知、顾客不满程度能够显著影响顾客服务补救后的满意程度，同时只有关系质量感知能够显著影响服务补救后顾客行为倾向的改变。这说明顾客不满情绪对服务补救效果没有显著影响，非常不满的顾客一样能够得到很好的补救，同时企业在服务补救过程中应该主动承担责任，因为顾客归因并不影响服务补救的效果；第五，物质补救比精神补救的效果要好；第六，接受相同的服务补救，不同性别顾客的服务补救效果有显著差异；而经历相同的服务失误以后，不同性别顾客的行为倾向、不满程度、顾客归因没有显著差异。更多还原

【Abstract】 Service failure is inevitable. When a customer encounters a service failure, the rate of defection and the unfavorable behavior intention such as negative word-of-mouth, hostile actions would be severe, so service recovery in time is necessary in maintaining customer and getting customer’s satisfaction and loyalty.This study investigates the influences of service quality, relation quality, attribution, the degree of dissatisfaction on the result of service recovery and customer’s behavior intentions. The complaining intentions and the different effects between psychology recovery and tangible recovery are also researched. At last, this study investigates differences between man and woman in behavior intentions, attribution and the result of service recovery.This study uses situational questionnaire, and the main analyzing methods are correlation, T-test, linear regression, all of which are analyzed by SPSS. The important conclusions include: the first, the rate of complaining to employee or manager is very low and the rate of customer defection is very high after service failure; the second, the level of satisfaction and the change of behavior intention after synthesized service recovery are significantly correlated; the third, the attribution, relation quality and the level of dissatisfaction significantly influence the satisfaction of customer on service recovery; the forth, relation quality and the level of dissatisfaction can significantly influence the level of satisfaction on service recovery. Only relation quality can significantly influence the change of behavior intentions after customer receives service recovery, while the level of dissatisfaction and attribution have no significant effects on the results of service recovery. This conclusion shows that the ultimately discontent customer can be also recovered successfully and enterprises should take the responsibility actively during the process of service recovery ;the fifth, tangible recovery has better results than psychology recovery; the sixth, the results of service recovery between sexes are significantly different. There are no significant differences in the behavior intentions, the level of dissatisfaction and attribution between sexes after same service failure.更多还原