顾客关系视角下服务补救对顾客后续行为意向的影响研究

发布时间：2018-04-17 15:11

本文选题：顾客感知公平 + 补救满意度　；参考：《重庆工商大学》2012年硕士论文

【摘要】：服务企业要在当前激烈的竞争环境中保持竞争优势越来越困难，而吸引和保留顾客并进行有效的顾客关系管理，已经成为服务企业可持续竞争优势的重要源泉。提供优质的服务是服务企业吸引和保留顾客的重要前提。尽管提供优质的服务是所有服务管理者的愿望，但服务失误不可避免。在服务失误发生后，服务企业如何采取合理的补救措施以重新赢得顾客满意，以及如何对服务补救的效果进行科学评价，这些成为理论界和实践界共同关注的问题。随着市场营销从交易导向转向关系导向，顾客关系的重要性日益显著，使得服务营销与顾客关系密不可分，因此在服务失误和服务补救管理研究中融入顾客关系的视角，显得尤为必要。因而，从顾客关系的角度考察顾客如何对服务失误和服务补救做出反应，以及服务企业的服务补救如何影响顾客后续的行为意向，就更具有现实意义。因此，无论是顾客对服务补救的感知还是顾客对服务补救效果的评价，都会受到顾客与服务企业关系状况的影响。而且，服务补救的效果也会对顾客与服务企业的关系状况产生一定的影响。论文紧紧围绕着三个议题展开： 1、服务补救前顾客关系质量对服务补救满意度的作用； 2、服务补救满意度对服务补救后顾客关系质量的作用； 3、服务补救满意度、顾客关系质量对补救后顾客行为意向的影响。论文在已有文献的基础上构建了服务补救、顾客关系质量、顾客感知公平、补救满意度和顾客后续行为意向的关系模型。同时，将在模型中引入变量顾客关系质量，顾客关系质量在模型中扮演两个角色，一是作为感知公平与补救满意度的调节变量，二是作为补救满意度的结果变量，因此在模型中顾客关系质量分为补救前顾客关系质量和补救后顾客关系质量。并在重庆餐饮行业的背景下进行问卷调查，并针对245份有效样本进行数据分析得到主要结论如下： 1、感知公平的各维度对服务补救满意有显著的正向影响。 2、服务补救前顾客关系质量的信任和承诺维度对顾客感知公平与服务补救满意度之间的关系有调节作用。 3、服务补救满意度对服务补救后顾客关系质量的各维度有正向影响。 4、服务补救满意度与服务补救后顾客关系质量均对顾客后续行为意向有显著的正向影响。最后，，根据研究结果，针对服务业的实际情况提出建议以及论文的局限和未来研究的方向。
[Abstract]:It is more and more difficult for service enterprises to maintain their competitive advantages in the current fierce competitive environment. Attracting and retaining customers and carrying out effective customer relationship management have become an important source of sustainable competitive advantage of service enterprises.Providing high-quality service is an important prerequisite for service enterprises to attract and retain customers.While it is the wish of all service managers to provide quality services, service failures are inevitable.After the failure of service, how to take reasonable remedial measures to win customer satisfaction and how to scientifically evaluate the effect of service remedy have become the common concern of the theory and practice circles.With the change of marketing from transaction orientation to relationship orientation, the importance of customer relationship is becoming more and more significant, which makes service marketing and customer relationship inextricably linked. Therefore, the perspective of customer relationship is integrated into the research of service failure and service remedy management.It is especially necessary.Therefore, it is of practical significance to investigate how customers react to service failures and service remedies from the point of view of customer relationship, and how the service remedies of service enterprises affect the future behavior intention of customers.Therefore, whether it is the perception of service remedy or the evaluation of service remedy effect, it will be affected by the relationship between customer and service enterprise.Moreover, the effect of service remedy will also have a certain impact on the relationship between customers and service enterprises.The paper focuses on three topics:1. The effect of customer relationship quality on service remedy satisfaction before service remedy;2.The effect of satisfaction degree of service remedy on the quality of customer relationship after service remedy;3. Satisfaction degree of service remedy and the effect of customer relationship quality on customer behavior intention after remediation.Based on the existing literature, this paper constructs a relationship model of service recovery, customer relationship quality, customer perception fairness, satisfaction with recovery and customer behavior intention.At the same time, the variable customer relationship quality will be introduced into the model. Customer relationship quality plays two roles in the model, one is as the adjustment variable of perceived fairness and remedial satisfaction, the other is the result variable of remedial satisfaction.Therefore, customer relationship quality in the model is divided into customer relationship quality before remedy and customer relationship quality after remediation.Under the background of catering industry in Chongqing, a questionnaire survey was conducted, and 245 valid samples were analyzed. The main conclusions are as follows:1. Each dimension of perceived fairness has a significant positive effect on service remedy satisfaction.2. The dimension of trust and commitment of customer relationship quality before service remedy has a moderating effect on the relationship between customer perceived fairness and service remedy satisfaction.3. Satisfaction degree of service remedy has positive influence on the dimensions of customer relationship quality after service remedy.4. The satisfaction degree of service remedy and the quality of customer relationship after service remedy have significant positive effects on the intention of customer's subsequent behavior.Finally, according to the results of the research, the paper puts forward some suggestions on the actual situation of service industry, as well as the limitations of the paper and the direction of future research.
【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;F274;F224

【参考文献】