【作者】 倪拉拉；

【导师】 赵欣艳；

【作者基本信息】 北京邮电大学 ， 管理科学与工程， 2010， 硕士

【摘要】 随着经济发展,世界经济己由产品时代步入了服务经济时代,服务质量以及顾客关系中的服务因素正在成为企业核心竞争力的主要方面。由于服务产品本身的特点,服务失误不可避免且大量存在。为扭转服务失误造成的客户流失和企业利润下降的后果,服务补救便成为企业不可或缺的策略选择。企业可以通过及时有效的补救反应,重塑客户满意、增加顾客的重购意向和积极的口碑宣传,重新获得顾客信任。至今国内外在服务补救的研究中,都是关于服务失败发生后的补救行为。本文提出服务补救中的事前行为概念,即在服务失败发生前采取一系列措施来减小顾客对于可能发生的服务失败产生的抱怨,提高顾客再购买意愿。并采用实证分析法对事前行为是否能达到上述目的进行探讨,从而将服务补救定义中的补救行为拓展到服务失败发生前,填补以往研究的空白,并为企业实践方面提供理论指导基础。更多还原

【Abstract】 As the economy develops, the world economy away from the product into a service economy era times, service quality and customer relations in service factors are becoming the core competitiveness of the main aspects. As the service characteristics of the product itself, service failure is inevitable and widespread. To reverse the service failure caused by customer churn, and the consequences of decline in corporate profits, service recovery has become an indispensable strategic choices. Company can respond through timely and effective remedy to rebuild customer satisfaction, increase customer re-purchase intention and positive word of mouth publicity to regain customer trust.So far at home and abroad, service recovery studies are on service failure occurred after the remedial actions. In this paper, the concept of the prior acts in service recovery, that is, the service failure occurred before a series of measures to reduce the customer for the service failure that may occur arising from complaints to improve customer wishes to buy. And using empirical analysis of the prior acts to achieve the above purpose to explore, which will serve to remedy the remedial actions to expand the definition of the service failures before they occur, to fill the gaps in previous studies and provide the basis of theoretical guidance for business practices.更多还原