服务补救对新老顾客忠诚影响的差异研究

发布时间：2018-01-15 15:32

本文关键词：服务补救对新老顾客忠诚影响的差异研究　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：经济的发展和市场的日益成熟使得我们对产品和服务认知越来越模糊,服务在现代企业竞争中的作用日益突出。但是,如今的现实却是媒体上关于服务失误的报道确实屡见不鲜。消费者在服务消费过程中服务失误的发生无法完全规避,企业若在这之后不能及时补救最终会导致顾客的流失。现有的研究对服务失误的补救已经给出了一定的建议,但是他们没有对不同服务失误情境的服务补救效果进行深入分析。本研究在立足于之前学者们的研究基础之上,在通过相关交流走访后形成了8种模拟服务失误及服务补救的场景的研究问卷来获得本研究的实证分析所需要的原始数据,对原始数据进行了简要的统计整理后,运用信、效度分析来检验本研究所使用的量表的信效度,并在此基础运用单因素方差分析、多元方差分析等分析方法利用所获得的数据对本研究的假设进行了相关检验,最终得出了如下结论:(1)消费者在服务消费的过程中一旦遭遇了服务失误,即使是遭遇到相同的服务失误情境,新顾客与老顾客对服务失误严重性程度感知存在显著差异。与新顾客相比,老顾客对服务企业提供的服务有更高的期望,而且与新顾客相比,老顾客对服务企业的服务失误的容忍度更低;(2)服务企业在消费者遭遇服务失误之后提供一定的服务补救措施,不同消费者对服务企业提供的补救行为所表现出来的满意度存在显著差异。对初次进店消费的服务企业的新顾客来说,他们心里对不同的服务补救方式的偏好(经历服务补救后顾客满意度较高)程度按从低到高的顺序排列为:被动精神补救、主动精神补救、被动物质补救和主动物质补救。而对经常光顾服务企业并且之前的消费经历很是满意的老顾客来说,他们心里对不同的服务补救方式的偏好(经历服务补救后顾客满意度较高)程度按从高到低的顺序排列为:主动物质补救、主动精神补救、被动精神补救和被动物质补救;(3)与初次与服务企业打交道的新顾客相比,那些之前有过满意消费经历的老顾客对服务企业的忠诚会受到其在服务企业之前消费经历的影响。
[Abstract]:With the development of economy and the maturation of market, our cognition of products and services is becoming more and more vague, and the role of service in the competition of modern enterprises is becoming more and more prominent. Today's reality is that the media on the service failure reports are indeed common. Consumers in the process of service consumption service failure can not be completely avoided. If the enterprise can not remedy in time after this will eventually lead to the loss of customers. The existing research on service failure remediation has given some suggestions. However, they did not analyze the effect of service remediation in different service failure situations. This study is based on previous scholars' research. In order to obtain the original data needed for the empirical analysis of this study, 8 kinds of research questionnaires were formed to simulate the service failure and service remediation scenarios after the related exchange visits. After a brief statistical analysis of the original data, the reliability and validity of the scale used in this study were tested by using the reliability and validity analysis, and the univariate ANOVA was used on this basis. The multivariate variance analysis and other analysis methods use the obtained data to test the hypothesis of this study, and finally come to the following conclusion: 1) once the consumer encountered service errors in the process of service consumption. Even if they encounter the same service failure situation, there are significant differences between the new customer and the old customer on the severity of service failure. Compared with the new customer, the old customer has a higher expectation of the service provided by the service enterprise. Compared with the new customers, the old customers have lower tolerance to the service errors of the service enterprises. 2) the service enterprise provides certain service remedial measures after the consumer encounters the service mistake. There are significant differences in the satisfaction of different consumers to the remedial behavior provided by service enterprises. Their psychological preference for different service remedies (higher customer satisfaction after experiencing service remediation) is in the order from low to high: passive mental remedy, active mental recovery. Passive material remediation and active material remediation. And for regular customers who often patronize service enterprises and whose previous consumption experience is very satisfactory. Their psychological preference for different service remedies (higher customer satisfaction after experiencing service remediation) is arranged in order from high to low: active material remedy, active spiritual remedy. Passive mental remedy and passive material remedy; Compared with the new customers who deal with service enterprises for the first time, the loyalty of the old customers who have been satisfied with the consumption experience before will be influenced by the consumption experience before the service enterprises.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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