服务失败归因及严重性对补救预期和补救绩效的影响

发布时间：2018-04-03 20:08

本文选题：服务补救　切入点：服务失败归因　出处：《重庆工商大学》2012年硕士论文

【摘要】：现阶段，服务行业的激烈竞争日趋明显，由于服务自身的特性，服务失败又不可避免，那么在服务失败后如何使得企业令顾客满意、加强顾客的重购意向、让顾客传播对企业积极的正面口碑以及减少消极的负面口碑就显得尤为重要。服务失败发生后，顾客会存在服务补救的预期，同时在相同的补救措施下服务补救预期会对补救后顾客满意度、重购意向及口碑这些补救绩效产生重要影响。但在现有的服务失败研究中，针对服务补救预期的研究却非常少，而且以往的国内外学者，就服务失败属性、服务补救属性、顾客补救后满意和补救后行为进行了广泛的研究。但是，很少有学者研究服务失败归因或失败严重性对于服务补救预期的影响，也没有将服务失败和归因结合起来作为类别变量来综合考虑它们对于服务补救预期以及服务补救绩效的影响。因此，本文以美发业为例探讨服务失败的归因、服务失败的严重性、服务补救预期及服务补救绩效这几者之间的相互关系。根据研究结果，，本文还对企业如何进行服务补救，提高服务补救绩效提出一些参考意见。通过对以往理论的回顾和分析，本文建立了假设模型，设计了测量量表，提出了相关假设。主要研究结论如下: 第一，服务失败发生后，不同服务失败归因的补救预期和补救绩效均有显著差异。由第三方所引起的服务失败的服务补救预期水平高于由内因引起的同时低于由外因引起的；由第三方所引起的服务失败的补救绩效水平低于由内因引起的服务失败的补救绩效水平、高于由外因引起的服务失败的补救绩效水平。第二，服务失败发生后，经历不同严重性服务失败的顾客在补救预期和补救绩效水平上有显著差异。经历严重服务失败的顾客的整体服务补救预期水平显著高于经历轻微服务失败的顾客。经历严重服务失败的顾客的整体服务补救绩效水平显著低于经历轻微服务失败的顾客。第三，服务补救预期对服务补救绩效及其各维度均有显著负向影响。第四，服务失败归因及严重性对补救绩效中补救后满意度、正面口碑和负面口碑具有显著交互作用。
[Abstract]:At present, the fierce competition in the service industry is becoming more and more obvious. Because of the characteristics of the service itself, service failure is inevitable, so how to make the enterprise satisfy the customer after the service failure, and strengthen the customer's repurchase intention.It is very important for customers to spread positive word of mouth and reduce negative word of mouth.After the failure of service, the customer will have the expectation of service remedy. At the same time, the expectation of service remedy will have an important impact on customer satisfaction, repurchase intention and word-of-mouth remediation performance under the same remedial measures.However, in the existing research on service failure, there are very few researches on the expectation of service remediation, and previous scholars at home and abroad have carried out extensive research on service failure attribute, service remedy attribute, customer satisfaction after recovery and behavior after remediation.However, few scholars have studied the impact of service failure attribution or severity on service remediation expectations.Service failure and attribution are not combined as category variables to consider their impact on service remediation expectations and service remediation performance.Therefore, this paper takes the hairdressing industry as an example to discuss the relationship between the attribution of service failure, the severity of service failure, the expectation of service recovery and the performance of service remedy.According to the research results, this paper also puts forward some suggestions on how to carry out service remedy and improve the performance of service remedy.Based on the review and analysis of the previous theories, this paper establishes a hypothetical model, designs a measurement scale, and puts forward some hypotheses.The main findings are as follows:First, after service failure occurs, there are significant differences in recovery expectation and recovery performance between different service failure attribution.The expected level of service remedy caused by service failure caused by third party is higher than that caused by internal cause and also lower than that caused by external cause;The recovery performance level of the service failure caused by the third party is lower than that of the service failure caused by the internal cause, and is higher than that of the service failure caused by the external cause.Second, after the failure of service, the customers who experienced different severity of service failure have significant differences in the recovery expectation and recovery performance level.The expected level of overall service recovery for customers who experienced severe service failures was significantly higher than that for those who experienced minor service failures.The overall service recovery performance of customers who experienced severe service failure was significantly lower than that of those who experienced slight service failure.Third, service recovery expectation has a significant negative impact on service recovery performance and its dimensions.Fourthly, the service failure attribution and severity have significant interaction on the satisfaction degree, positive word of mouth and negative word of mouth in the remedial performance.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F224

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